Research On Loyal Customers Evaluation Of Network Consumption Based On Precision Marketing

With the gradual advancement of Internet in the economic field,online consumption has gradually received popularities among consumers as a new way of consumption.The continuous strong development of B2 C,the rise of online credit consumption,the new retail,and the integration of online and offline resources have brought new opportunities for e-commerce,but also brought increasingly fierce competition at the same time.The loyal customer is a customer group which can create important value for the company,establishing a stable and loyal customer group and then realizing customer chain reaction.Seizing customers can lead to grasping the development of the company.Companies need to implement effective marketing methods and reserve loyal customer.Precision marketing is a method of higher marketing efficiency and with lower cost,relying on big data resources to achieve customer segmentation and customer retention."Customer portrait","Personalized recommendation engine" and "Customer relationship management" are widely used in online consumption,but there are also problems in customer segmentation which has disadvantages affecting marketing effectiveness,and customer's value evaluation index has been simple.Therefore,based on loyal customer segmentation,further realize customer retention,create an online consumer loyalty evaluation system in accordance with the needs of the current state of online consumption development.Precise marketing concerning with loyal customers,the key point of customer theory is customer retention.The most effective way for customer's retention is to increase customer loyalty to the company.Customer loyalty is an action concerning with customer's perception,attitude and behavior for the company.Different from the evaluation system of "behavior" and "attitude" measurement method,combined with Jones and Sasser's customer satisfaction-customer loyalty relationship model,this article constructs an evaluation system of emotional variables,behavioral variables,and perceived variables as the first-level indicators.The construction of indicators follows a comprehensive,quantifiable and systematic principle.Among them,emotional variables include attention to platform articles and participation in station interaction;Behavioral variables include repeated purchase behavior,credit consumption behavior,and sharing behavior;Perceived variables include gain variable and gain-loss variable.In order to quantify all the data,a third-level indicator is set,and the third-level indicator is customer data that the company can obtain from the platform.This article uses a questionnaire method to verify the evaluation system,according to the attributes of online consumers,a total of 305 valid questionnaires were retrieved.In order to realize the systematic principle,the analytic hierarchy process is used to empower various indicators and reflect the different importance of each indicator,andthen construct an evaluation weight system.In the end,100 customers of T-mall Mall are used as examples to apply to the evaluation system and relevant conclusions are reached.