数字电商平台用户价值评估与长效盈利模式构建

User Value Evaluation and Long-Term Profit Model Construction of Digital E-Commerce Platform

摘要: 在互联网等技术的发展、现代社会的不断转变和大数据时代的全面来临等多方面综合因素下，电子商务企业迎来了快速发展的时机与空间，但电商企业之间的竞争日益激烈，为了获取用户资源，企业之间采用的手段越来越层出不穷。而想要得到用户认可，如何科学评估用户价值并据此构建长效盈利模式，成为数字电商平台需要重点关注的方向。基于此，文章提出了一种用户价值评估模型，该模型包含交易价值、互动价值、传播价值与生命周期价值四大评价指标，采用层次分析法与熵值法组合赋权，建立多维度综合加权评分模型，并依据评分结果将用户划分为高价值、成长型、潜力与低价值四个层级。基于该模型提出了一种长效盈利模式，该模式由基于用户分层的差异化运营策略、用户价值驱动的多元化变现路径两个部分构成。实践结果显示，该方法使平台的用户月均贡献毛利提升30.6%，客单价增长16.8%，成长型及潜力用户层级跃迁率分别上升4.5%和6.4%，商家续约率提高6.3%，单位毛利获客成本下降14.4%。

Abstract: With the development of technologies such as the Internet, the continuous transformation of modern society, and the comprehensive arrival of the era of big data, e-commerce enterprises have ushered in the opportunity and space for rapid development. However, the competition among e-commerce enterprises is increasingly fierce. In order to obtain user resources, the means adopted by enterprises are increasingly emerging. In order to get user recognition, how to scientifically evaluate user value and build a long-term profit model based on it has become the focus of digital e-commerce platforms. Based on this, this paper proposes a user value evaluation model, which includes four evaluation indexes: transaction value, interactive value, communication value, and life cycle value. It uses the combination of AHP and entropy method to weight, and establishes a multi-dimensional comprehensive weighted scoring model. According to the scoring results, users are divided into four levels: high value, growth type, potential, and low value. Based on this model, a long-term profit model is proposed, which consists of two parts: differentiated operation strategy based on user stratification and diversified realization path driven by user value. The practice results show that this method can increase the average monthly gross profit of users of the platform by 30.6%, increase the customer unit price by 16.8%, increase the level transition rate of growing and potential users by 4.5% and 6.4%, increase the contract renewal rate of merchants by 6.3%, and reduce the customer acquisition cost per unit gross profit by 14.4%.