Appliance Retail Customer Characteristics And Sales Strategies Research

With the business development, home electrical retail market's competition has become fiercer. By the end of 2008, only two domestic Electrical retailers survived in five on the original market: Gome and Suning. Some foreign merchants, such as BestBuy, also actively enter the Chinese market. For acquiring customers, trade companies use a lot of ways.First, the article summarizes the meaning of home electrical retail's customer analyst. Because the traditional price war is no longer suitable for the current competition in the market, more and more businesses is focus on how to serve the customers better. They integrate customers' analyst and marketing closely, and improve overall sales through impacting customers' behavior. Second, we take company A for example. We use multiple methods to analyze the customer sales data in 2008 of company A. Such as basket analysis of the customer for products relationship, customer cluster analysis for corporate customers' composed. In analysis process, these customers will be divided into 3 groups, 3C Products Group (3C is Communication, Computer & Consumer Electronic), large home electrical group and small home electrical group. Then we analyze the respective types of customers in these groups and their products purchase, and point out the customers' characteristics. Finally, on the basis of customers' analyst, we put forward the home electrical retail marketing programs for the customer. It focus on different group customers' marketing proposal and special holiday such as 5.1, 10.1's customer marketing strategy. The recommendations and outlook are given.Company A's customer sales data in 2008 are used. And according to the basis, we get the results of the company's marketing programs for customers.