Research On Suning Customer Segmentation And Precision Marketing

With the growing maturity of e-commerce in China,the dividends of Internet users gradually disappear.The competition between enterprises from incremental to stock users.The enterprise operation has to be from extensive to fine operation.What's Fine operation?It is based on the common operation,according to the market,the place,the user's historical data,sub-user groups,so that we can provide different contents as users'preferences,we call this is precision marketing.This paper will be study the issue about how to conduct customer segmentation conduct precision marketing based on customer segmentation.In this paper,mainly discusses customer segmentation and precision marketing about Suning.According to the customer segmentation,through the integration of Suning different data source,the introduction of transaction data,user behavior trajectory data,comment data,unified user data source,and determine the customer segmentation dimensions(statistics,value,user behavior and user psychology)With business intelligence technology(correlation analysis,clustering),user insight,to determine the user classification,and set a new membership level and upgrade rules.For the precise marketing,to segment the user needs as a starting point,with personalized precision recommendation system,user behavior modeling and marketing modeling,through a variety of precise marketing(search engine optimization,search engine marketing,e-mail marketing,micro Blog,WeChat marketing,telephone,SMS,website news,etc.)to connect the target user groups,and start personalized precision marketing.This article has the following findings:(1)The exact breakdown of the customer depends on the integrity of the statistics and the application of the business intelligence technology;(2)Customer segmentation is a necessary prerequisite for precision marketing;(3)The establishment of the marketing model depends on the analysis and insight into the user's personal information,transaction data and behavioral trajectory data.The main innovation of this paper is as follows:(1)the first one to make users participate in the decision-making within the station personalized recommendation;(2)put forward the idea of analysis for the after-sale evaluation contents;(3)The establishment of the user behavior trajectory analysis ideas.The paper applies not only to the precision marketing research of Suning,but also the precision marketing idea can be applied to other B2C e-commerce enterprises.The customer segmentation method also applies to the traditional enterprise.