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 。
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.
出处
《中国管理科学》
CSSCI
2005年第1期60-64,共5页
Chinese Journal of Management Science
基金
国家高技术研究发展计划 ( 86 3计划 )资助项目( 2 0 0 3AA41 40 3 2 )
关键词
营销战略
促销组合
RFM分析
响应率
marketing strategy
promotion mix
RFM analysis
response rate
