基于数据库营销的电商企业客户资源价值挖掘与经济效益研究

Research on Customer Resource Value Mining and Economic Benefits of E-Commerce Enterprises Based on Database Marketing

摘要: 数据库营销为电商客户价值量化评估提供了完善的数据支撑，客户价值深度挖掘是电商破解存量竞争发展困境的核心路径。本文明确客户资源价值由当前交易价值、潜在延伸价值共同构成的核心逻辑，搭建适配电商场景的客户价值评估维度，梳理指标筛选与权重赋值的标准，随后剖析客户价值挖掘作用于电商营收增长、成本管控、长期盈利的完整机制，从营销资源分配、权益体系设计、价值沉淀机制搭建三个层面提出具体的效益提升路径。相关研究结论可为电商优化客户运营体系提供清晰参照，助力其实现经济效益的稳定增长。

Abstract: Database marketing provides comprehensive data support for the quantitative evaluation of e-commerce customer value. In-depth mining of customer value is the core path for e-commerce enterprises to break through the development dilemma of stock competition. This paper clarifies the core logic that customer resource value consists of current transaction value and potential extended value, constructs customer value evaluation dimensions adapted to e-commerce scenarios, and sorts out the criteria for indicator selection and weight assignment. It then analyzes the complete mechanism of customer value mining acting on e-commerce revenue growth, cost control and long-term profitability. Specific benefit improvement paths are proposed from three aspects: marketing resource allocation, equity system design and value precipitation mechanism construction. The research conclusions can provide a clear reference for e-commerce enterprises to optimize their customer operation systems and help them achieve steady growth in economic benefits.