| 基于RFM分析的促销组合策略优化模型 |
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| 引用本文： | 赵晓煜,黄小原,孙福权.基于RFM分析的促销组合策略优化模型[J].中国管理科学,2005,13(1):60-64. |
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| 作者姓名： | 赵晓煜 黄小原 孙福权 |
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| 作者单位： | 1. 东北大学工商管理学院, 沈阳, 110004;2. 东北大学东软信息学院, 大连, 116023 |
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| 基金项目： | 国家高技术研究发展计划(863计划)资助项目(2003AA414032) |
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| 摘 要： | 促销在企业的营销战略中占有重要地位,但企业在制定促销策略时,往往只是孤立的考虑单个促销活动,并且在选择促销目标群体时也常带有一定的盲目性。针对上述问题本文提出了基于RFM分析的促销组合策略优化模型,该模型综合考虑计划期内的多个待选促销方案,在满足相应约束的前提下,合理的进行促销活动和促销目标群体的选择,以保证促销组合的整体响应率和预期收益的最大化。
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| 关 键 词： | 营销战略 促销组合 RFM分析 响应率 |
| 文章编号： | 1003-207(2005)01-0060-05 |
| 收稿时间： | 2004-08-18; |
| 修稿时间： | 2004年8月18日 |
An Optimization Model for Promotion Mix Strategy Based on RFM Analysis |
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| ZHAO Xiao-Yu,HUANG Xiao-yuan,SUN Fu-quan.An Optimization Model for Promotion Mix Strategy Based on RFM Analysis[J].Chinese Journal of Management Science,2005,13(1):60-64. |
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| Authors: | ZHAO Xiao-Yu HUANG Xiao-yuan SUN Fu-quan |
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| Institution: | 1. School of Business Administration, Northeastern University, Shenyang 110004, China;2. School of Neusoft Information Technology, Northeastern University, Dalian 116023, China |
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| Abstract: | Promotion plays an important role in marketing strategy.In the past,each promotion campaign was usually planned separately and the target customers are selected blindly.To solve the above problems,an optimization model for promotion mix strategy based on RFM analysis is presented in this paper,multiple promotion campaign candidates are evaluated as a whole to select optimal promotion campaigns mix and target customers.The object of the model is to maximize the whole response rate and expected investment return. |
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| Keywords: | marketing strategy promotion mix RFM analysis response rate |
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