The Design And Implementation Of The Precision Marketing System Based On Member Consumption In Retail Enterprise

Retail industry is a data intensive industry.The daily operation of retail businesses is inseparable from the support of information system.With the development of "new retail",the sales channels of retail enterprises are expanding rapidly,but the information systems of various marketing channels are isolated from each other,and it is difficult for customers to get a consistent consumption experience.On the other hand,the retail enterprises are very urgent to organize fine marketing activities according to the consumption habits of members in order to attract members to the store.Therefore,through the analysis of the current situation and demand of the information construction of the retail enterprises,the data collection of each channel can be realized by the opening of various sales channels,and the members' consumption behaviors are analyzed,the members are labeled,and the group is managed and applied to the marketing campaign organization.We designed and realized the precision marketing system based on the membership consumption of the retail enterprises.With the background of the precision marketing system development project based on the membership consumption in retail enterprises,this paper makes a thorough research on the requirements analysis,overall plan design,detailed design,software development and other related links in the implementation process of the precision marketing system planning of member consumption,and establishes the implementation scheme of the system development.Then the system has been developed and tested.This system not only realizes the management and transaction of the member consumption,but also makes a more accurate classification to the members,establishes the membership analysis model,and realizes the precise marketing of the special members.The main features of this system as followed:According to cross-regional chain retail enterprises,it sets up centralized deployment or provincial centralized deployment of customer data centers,planning and deploying various business functions flexibly.It supports the production,distribution,state control,use and recycling of customer files,membership cards,storage cards,vouchers and so on.To support the planning,implementation,accounting and settlement of the marketing means such as integration,discount,rebate and return.It ensures the safety of customer information,card and communication through network protection,limitation of authority,card security setting and so on.On the basis of large numbers of data,the purchasing power and consumption behavior of customers are provided accurately and perfected.The analysis results,as the guidance of the enterprise marketing,rely on the complete basic information and the data analysis results of the system to provide customers with more personalized services,including active contact,online services.It supports various modes of consumption terminals,and establishes terminal networks,management mechanisms,and expansion cards to join businesses.To sum up,in view of the target of the precise marketing of the retail enterprise members,the precise marketing system based on the membership consumption of the retail enterprises has certain application value and innovation significance.