The Study Of Database Marketing Strategy For Retailer Based On Membership

In China’s market structure, the retail industry is a very important part. However, inthe face of the changes of the fierce competitive environment at home and abroad, theretail enterprises still face the severe challenges of survival and development. Meetingconsumer demand is the important means to guarantee core competitive advantage ofthe retailers. Finding maximum consumers’ value is the fundamental purpose of retailers.Therefore, study the method to meet consumers’ demand and find the consumers’ valueis of great practical significance to enhance retailer competitiveness.The application of database marketing in retail market, in recent years, its scale andquantity is growing greatly. Especially in the retail membership background, databasemarketing plays a very important role in the retailer’s precision marketing. This paper’introduction reviews the literature of database marketing and retail market. The secondpart redefines the definition of database marketing and membership. Next the third partand the forth part analyze the questions on database marketing under the retail market.The fifth part of the paper selects the actual retail enterprises as representative retailer.With its membership information database, we select a series of indexes can reflectconsumer purchase behavior to research. Through the RFM model and the K-clusteringanalysis method, we can get different consumer groups in value, so we can makedifferent marketing strategies for these different consumer groups. The study shows: thevalue analysis to the retailer members through this method, can effectively distinguishthe different value of consumers. The retailer’s marketing resources can be utilizedeffectively, and finally enhance the core competitiveness of domestic retailers.We try to provide practical reference for China’s increasing development of theretail enterprises, and give reference Suggestions to improve the level of managementof the retail enterprises.