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Research on Customer Segmentation and Marketing Strategy of the Y Mall Based on RFM Model

Author: JiangYuanYi
Tutor: GuoYanHong
School: Dalian University of Technology
Course: Business Administration
Keywords: The value of customer life RFM model Customer Segmentation Marketing Strategy
CLC: F721
Type: Master's thesis
Year: 2011
Downloads: 169
Quote: 0
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Abstract


With the rapid development of the national economy as well as reform and development and vigorously promote the rapid development of China's retail industry , supermarket chains , convenience stores, specialty stores and large shopping malls several formats dominate the market situation . Especially in recent years the pace of development of the three , especially the decline in the economic benefits of large shopping malls . However , from the overall analysis of market demand , the status of the large shopping malls irreplaceable , still has a broad space for development . Y Dalian Mall is a position in the high-end customer base department store , from its inception, the mall 's management has been trying to attract their own unique products and attentive service customers, and to achieve a steady growth in profits . In recent years , with the retail market matures , competition becomes increasingly fierce , Y mall 's management has been trying to find methods to enhance customer value , the effect is not nearly ideal , still follow the traditional customer segmentation means . The mall is now an urgent need for existing customers re- subdivision of the science , the development of effective marketing strategies to enhance customer value . Y mall actual customer segmentation problem of the lack of prior customer segmentation , new customer segmentation method , and more than 400 customer transaction information and then select from the Y malls client system , the use of customer segmentation model RFM model and customer life value theory of scientific breakdown of the existing customers of the enterprise , in-depth analysis of the basic information simply summarized on the trading behavior of segmented customer groups , for which developed marketing strategy , expected to achieve the purpose of customer retention and customer value enhancement .

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CLC: > Economic > Trade and Economic > China's domestic trade and economic > Commercial institutional and organizational
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