Statistical Analysis Of Black Diamond Members' Consumption Based On An Electronic Products Retail Enterprise

The implementation of membership system in retail enterprises is an important part of enterprise marketing strategy.Through membership marketing,enterprises expect to maintain continuous and effective contact with users and master user dynamics,so that they can carry out activities propaganda conveniently,quickly and pertinently,and achieve the purpose of improving user activity and loyalty.However,membership marketing model has not brought the expected benefits to enterprises,and the development of membership system is facing challenges in away.High-level membership operation should be a key part of the enterprise's membership operation.The technological characteristics of the big data era have brought new tools and means for the enterprise to operate.Using certain data statistical analysis methods can help enterprises to achieve customer segmentation and influencing factors analysis,digging potential information hidden in user consumption data.Based on this,enterprises could examine the problems and shortcomings in user management,then adjust and optimize them,so as to break the bottleneck of the growth of the total consumption amount of high-level members and bring more benefits to enterprises.Based on the consumption data of Black Diamond members of an electronic product retail enterprise,this paper makes some statistical analysis according to the characteristics of these data,hoping to give some inspiration and help to the enterprise in the marketing of Black Diamond members.First of all,On the basis of data cleaning,screening and other pretreatment work,I will make a descriptive statistical analysis of the consumption data of the Black Diamond members in the enterprise.Then,the last consumption time,consumption frequency and consumption amount in RFM model are used to classify the members of Black Diamond by K-means clustering,and combining with Analytic Hierarchy Process to rank each category of users and putting forward the corresponding marketing strategy.Finally,according to the characteristics of the data,SPSS is used to make factor analysis of the eight factors affecting the customer value.Then,the structural equation model is established by using Amos.After analyzing and discussing the results of calculation,it is suggested that enterprises should formulate"guiding"coupon policy in combination with user classification to stimulate user consumption and increase user consumption frequency and single user gross profit.It is also suggested that enterprises mark employee users and"scalper"users,and tailor their operation policies accordingly.