Optimization On Customer Management Of F Shopping Mall In Lanzhou

With the rapid economic development in recent years,people’s living standards have also been continuously improved.The number of shopping malls is also growing rapidly.At the same time,there has been a phenomenon that various shopping centers tend to be homogenized.The competition of shopping centers is not only the competition of location and positioning,but also the competition of customer resources.Customers have also become an important competitive resource for shopping centers.Lanzhou F Shopping Center,as a Class A shopping center within the F Group company,is also the main operator of the only Class A shopping center in the entire Gansu region.However,there are still cases of reduced customer value and loss of high-quality customers.Using big data analysis methods to deeply analyze and mine customer value will be an inevitable choice for this shopping center to take a leading position in the shopping center competition.In this thesis,we take Lanzhou F Shopping Center as the research object,focus on customer management practice and explore a more exactly research on the customer value by a Big Data-based analysis on 113 current customers of this company.According to more scientifically and rationally classification,we provided strong evidence to carry out four corresponding differentiated customer management strategies.The thesis is including the following parts: First,we conducted on-the-spot research on the general situation of Lanzhou F Shopping Center and the current situation of the company’s customers,sort out the current situation of Lanzhou F Shopping Center,and then summarize the existing management problems and analyze the reasons.Secondly,we divided customer clustering into four categories by using the interview method to understand customer indicators,using the analytic hierarchy process to determine the weight of each indicator,and using SPSS software to analyze and establish a classification matrix model: customers with high current value and high potential value,customers with high current value and low potential value,customers with low cur.We hope this research can do good for Lanzhou F Shopping Center to improve its practice of customer management and also give some new practical suggestions for other shopping center within the F Group company.