摘要
针对目前加油站营销面临的无法掌握全量客户消费习惯、营销策略单一等营销现状,基于互联网思维和大数据处理技术探索一种加油站精准营销的新模式,建立从全量数据采集、关联挖掘分析及个性化推荐的智能营销体系。首先通过整合线上、线下多渠道的客户信息建立全量客户体系;利用大数据及机器学习算法进行深度客户分析及挖掘,建立360度的客户标签体系,并在此基础上进行客户聚类及分群;针对不同的客户群体特点,通过差异化派发电子券等形式开展触达客户的精准营销服务。
Most gas stations facing several situations like single marketing strategy, unable to grasp the full consumption habits of customers and so on. Under this circumstance, this study proposed a new precision marketing mode for gas stations by establishing an intelligent marketing system which including full data collection, association mining analysis and personalized recommendation. Firstly, establishes full custom system by integrating online and offline multi-channel customer information. Secondly, conducts customer clustering and grouping by using big data and machine learning algorithm. In the end, according to the characteristics of different customer groups, developing custom-reached precise marketing services by differently distributing coupons.
引文
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