基于加油站微生态矩阵的数据营销探索  

Data marketing exploration based on micro-ecological matrix of gas station

作　　者：罗嫣然 梁劼 何伟强 李超[1] 熊青 杨祺炜 徐诗颖 LUO Yanran;LIANG Jie;HE Weiqiang;LI Chao;XIONG Qing;YANG Qiwei;XU Shiying(PetroChina Sichuan Chengdu Marketing Company,Chengdu 610000,China)

机构地区：[1]中国石油天然气股份有限公司四川成都销售分公司,成都610000

出　　处：《车用能源储运销技术》2023年第6期31-36,共6页

摘　　要：不同于传统营销模式,加油站利用大数据技术进行精准营销,通过底层数据库的全口径、全用户消费数据信息建立精准营销闭环模型。按照消费频次、时间、消费量、金额等基础标签确立规律、流失、高频等基础客群,并根据多维度标签细化特殊客群分类,最终形成客群画像,开展针对性精准营销活动。通过微信小程序、短信、APP、社群等多渠道精准触达客户,刺激消费,同时采集消费数据进入底层数据库,持续分析跟踪消费行为、刺激消费,形成闭环。Different from the traditional marketing mode,gas stations use big data technology for precision marketing,and establish a closed-loop model of precision marketing through the full caliber and full user consumption data information of the underlying database.According to the consumption frequency,time,consumption,amount and other basic labels,the basic customer groups such as rule,loss and high frequency are established,and the special customer groups are refined according to the multi-dimensional labels,and finally the portrait of the customer group is formed to carry out targeted precision marketing activities.Through wechat mini program,text message,application,community and other channels to accurately reach customers,stimulate consumption,at the same time,collect consumption data into the underlying database,continue to analyze and track consumption behavior,stimulate consumption,and form a closed loop.

关 键 词：大数据 精准营销 成品油 零售 

分 类 号：F426[经济管理—产业经济]