大型百货商场会员画像描绘

Large Department Store Member Portrait Painting

摘要: 在零售行业中，会员价值体现在持续不断地为零售运营商带来稳定的销售额和利润，同时也为零售运营商策略的制定提供数据支持。商家能根据会员画像了解用户，从而发现会员的需求和购买力，进而策划促销提高营业额。本文基于实际案例分析了商场会员的消费特征、比较了会员与非会员群体在消费行为上的差异，针对会员的消费情况构建了会员购买力评价模型，并运用Gompertz生长曲线函数构建了会员生命周期与状态划分模型以及促销活动与会员激活率分析模型，最终依据实际数据考察了促销活动与商品连带率的关系。通过对统计分析和建模的研究可以完善会员画像描绘，加强对现有会员的精细化管理，定期向其推送产品和服务，与会员建立稳定的关系，使实体零售行业得以更好发展。

Abstract: In the retail industry, the value of membership continuously brings stable sales and profits for the retail operators, and also provides data support for the retail operators to formulate strategies. Merchants can understand the user according to the member’s portrait, so as to discover the member’s demand and purchasing power, and then plan sales promotion to increase turnover. Based on an actual case, this paper analyzes the characteristics of shopping mall members’ consumption, compares the differences in consumption behavior between members and non-members, and constructs an evaluation model of members’ purchasing power; the Gompertz growth curve function is used to construct the member life cycle and State Partition model, and the promotion activity and member activation rate analysis model. Through the research of statistical analysis and modeling, we can perfect the portrait of members, strengthen the fine management of existing members, regularly push products and services to them, and establish a stable relationship with members, to enable the physical retail industry to better develop.