CN111340552A - Customer marketing method and system based on mobile payment - Google Patents
Customer marketing method and system based on mobile payment Download PDFInfo
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- CN111340552A CN111340552A CN202010125556.9A CN202010125556A CN111340552A CN 111340552 A CN111340552 A CN 111340552A CN 202010125556 A CN202010125556 A CN 202010125556A CN 111340552 A CN111340552 A CN 111340552A
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- G06Q30/02—Marketing; Price estimation or determination; Fundraising
- G06Q30/0207—Discounts or incentives, e.g. coupons or rebates
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- G06Q30/02—Marketing; Price estimation or determination; Fundraising
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Abstract
The embodiment of the invention provides a customer marketing method and a customer marketing system based on mobile payment. The method comprises the following steps: acquiring a customer mobile payment identifier, and recording a customer consumption record by taking the customer mobile payment identifier as a customer identifier; obtaining a customer historical consumption record based on the customer mobile payment identifier; and if the fact that the historical consumption records of the clients accord with preset marketing strategy rules is judged and obtained, pushing the preset marketing strategy rules to marketing personnel. The embodiment of the invention adopts the client identification based on mobile payment as the identification of the client, and automatically matches the marketing strategy and the pushing matching rule, thereby solving the dilemma that the identification of the non-member client can not be carried out in the traditional marketing, realizing the instant marketing function and improving the marketing efficiency of the client.
Description
Technical Field
The invention relates to the technical field of information, in particular to a customer marketing method and a customer marketing system based on mobile payment.
Background
In the retail industry, customer marketing campaigns are a common means of sales. In order to improve customer return rate and mine customer consumption potential, retail enterprises generally offer preferential policies to customers who meet certain conditions.
Conventional customer marketing systems and methods typically establish a member profile for a customer to identify the customer to determine whether the customer meets the audience requirements of the marketing strategy. Because the establishment of the member profile requires the client to provide relevant information and handle certain procedures, and part of the clients are unwilling to handle the member profile due to unwilling disclosure of personal information or troublesome procedures, the traditional client marketing system and method can only aim at the client establishing the member profile and cannot be suitable for non-member clients. In addition, the traditional customer marketing system and method need a front-line salesperson to manually judge whether the customer meets the requirement of participating in marketing activities, and the actual marketing effect has high dependence on the marketing awareness and ability of the front-line salesperson.
Disclosure of Invention
The embodiment of the invention provides a client marketing method and a client marketing system based on mobile payment, which are used for solving the defects that a traditional client marketing system in the prior art can only perform marketing recommendation activities for clients adopting a membership system, and the client is too small in audience area and large in limitation.
In a first aspect, an embodiment of the present invention provides a customer marketing method based on mobile payment, including:
acquiring a customer mobile payment identifier, and recording a customer consumption record by taking the customer mobile payment identifier as a customer identifier;
obtaining a customer historical consumption record based on the customer mobile payment identifier;
and if the fact that the historical consumption records of the clients accord with preset marketing strategy rules is judged and obtained, pushing the preset marketing strategy rules to marketing personnel.
Preferably, the obtaining of the customer mobile payment identifier further comprises: and formulating and managing marketing strategy rules.
Preferably, the formulating and managing marketing strategy rules specifically includes:
setting marketing audience characteristics;
setting a preferential rule which accords with the characteristics of the marketing audience, and adjusting the preferential rule according to the change of the marketing audience;
and formulating a marketing conversation and an activity time period according to the marketing audience characteristics.
Preferably, the obtaining of the customer historical consumption record based on the customer mobile payment identifier specifically includes:
using a WeChat payment identifier or a payment treasure identifier as the client mobile payment identifier;
recording at least one of consumption time, consumption network, consumption commodity list and consumption amount based on the client mobile payment identifier.
Preferably, if it is known that the historical customer consumption record conforms to a preset marketing strategy rule through judgment, the preset marketing strategy rule is pushed to a marketing staff, and the method specifically includes:
inquiring a marketing strategy rule base according to the customer consumption record, and extracting the preset marketing strategy rule;
inquiring a historical customer consumption record according to the customer consumption record, and pushing the preset marketing strategy rule to a marketing person if the historical customer consumption record is judged to accord with the preset marketing strategy rule;
and the marketing personnel recommend a marketing scheme to the client according to the preset marketing strategy rule and finish the preferential exemption.
Preferably, the offer exemption includes at least one of a direct discount, a full discount, an unconditional discount, a conditional discount, a coupon, and a gift.
In a second aspect, an embodiment of the present invention provides a mobile payment-based customer marketing system, including:
the first acquisition module is used for acquiring a customer mobile payment identifier and recording a customer consumption record by taking the customer mobile payment identifier as a customer identifier;
the second acquisition module is used for acquiring the historical consumption record of the customer based on the mobile payment identifier of the customer;
and the judging and pushing module is used for pushing the preset marketing strategy rule to the marketing personnel if the fact that the historical consumption record of the client accords with the preset marketing strategy rule is judged and obtained.
Preferably, the system further comprises:
and the marketing strategy management module is used for making and managing marketing strategy rules.
In a third aspect, an embodiment of the present invention provides an electronic device, including:
a memory, a processor, and a computer program stored on the memory and executable on the processor, the processor when executing the program implementing the steps of any of the mobile payment-based consumer marketing methods.
In a fourth aspect, embodiments of the invention provide a non-transitory computer readable storage medium having stored thereon a computer program that, when executed by a processor, performs the steps of any of the mobile payment based consumer marketing methods.
According to the client marketing method and system based on mobile payment, provided by the embodiment of the invention, the client identification based on mobile payment is adopted as the identification client identity, and the marketing strategy and the pushing matching rule are automatically matched, so that the dilemma that the identity of a non-member client cannot be identified in the traditional marketing is solved, the instant marketing energy supply is realized, and the client marketing efficiency is improved.
Drawings
In order to more clearly illustrate the embodiments of the present invention or the technical solutions in the prior art, the drawings used in the description of the embodiments or the prior art will be briefly introduced below, and it is obvious that the drawings in the following description are some embodiments of the present invention, and for those skilled in the art, other drawings can be obtained according to these drawings without creative efforts.
FIG. 1 is a flow chart of a customer marketing method based on mobile payment according to an embodiment of the present invention;
FIG. 2 is a schematic marketing flow chart provided by an embodiment of the present invention;
FIG. 3 is a block diagram of a mobile payment based customer marketing system according to an embodiment of the present invention;
fig. 4 is a block diagram of an electronic device according to an embodiment of the present invention.
Detailed Description
In order to make the objects, technical solutions and advantages of the embodiments of the present invention clearer, the technical solutions in the embodiments of the present invention will be clearly and completely described below with reference to the drawings in the embodiments of the present invention, and it is obvious that the described embodiments are some, but not all, embodiments of the present invention. All other embodiments, which can be derived by a person skilled in the art from the embodiments given herein without making any creative effort, shall fall within the protection scope of the present invention.
The embodiment of the invention provides a scientific and efficient customer marketing method for solving the problems that the traditional customer marketing can only aim at member customers and has overlarge dependence on marketing consciousness and capacity of front-line sales staff. The WeChat openid or the Payment Bauer _ id during the mobile payment of the client is used as the client identification to identify the client identity, an automatic matching means of the client marketing rule is provided, and the preferential rule and the marketing strategy are automatically pushed to guide a front-line salesman to recommend the marketing scheme for the client and complete the preferential exemption.
Fig. 1 is a flowchart of a customer marketing method based on mobile payment according to an embodiment of the present invention, as shown in fig. 1, including:
s1, obtaining the customer mobile payment identifier;
s2, obtaining a customer consumption record based on the customer mobile payment identifier;
and S3, if the customer consumption record is judged to accord with the preset marketing strategy rule, pushing the preset marketing strategy rule to a marketing person.
Specifically, firstly, a client pays for shopping to obtain a client mobile payment identifier, and the client mobile payment identifier is used as a client identifier to record a client consumption record; and then, acquiring a historical consumption record of the client through the mobile payment identifier of the client, matching and judging the consumption record and a preset marketing strategy rule, and if the condition is met, pushing the marketing strategy rule to a front-line marketing staff to guide the front-line marketing staff to carry out marketing activities.
According to the embodiment of the invention, the client identification based on mobile payment is adopted as the identification of the client, and the marketing strategy and the pushing matching rule are automatically matched, so that the dilemma that the identification of the non-member client cannot be realized in the traditional marketing is solved, the instant marketing energy supply is realized, and the marketing efficiency of the client is improved.
Based on the above embodiment, the obtaining of the client mobile payment identifier further includes: and formulating and managing marketing strategy rules.
Wherein, formulating and managing marketing strategy rules specifically includes:
setting marketing audience characteristics;
setting a preferential rule which accords with the characteristics of the marketing audience, and adjusting the preferential rule according to the change of the marketing audience;
and formulating a marketing conversation and an activity time period according to the marketing audience characteristics.
Specifically, a corresponding marketing strategy rule is firstly formulated, then marketing strategy management is carried out, and a rule formulation function of marketing strategies such as adding, modifying, deleting, suspending and activating is provided for operation management personnel. The content of the marketing strategy rules consists of audience characteristics, preferential rules, marketing dialogues, activity time periods and other information, and is stored in a marketing strategy rule base.
The first part is audience characteristics, the audience characteristics refer to client characteristics meeting the requirements of participating in the marketing strategy, and one or more combinations of rules including payment mode, accumulated consumption times, accumulated consumption amount, specific commodity consumption times, specific commodity consumption amount, specific period consumption times, specific period consumption amount, active duration and the like can be set.
The second part is a preferential rule, the preferential rule refers to marketing preferential conditions provided for customers meeting the characteristics of audiences, and one or more combinations of rules including direct reduction, full reduction, unconditional discount, conditional discount, coupon returning, gift giving and the like can be set.
The third component is marketing speech, which refers to verbal advice provided to front-line sales personnel for marketing communications to customers matching audience characteristics.
The fourth part is an activity time period, which refers to a time period in which the marketing strategy rule takes effect, and the settable time period may be a specific date interval, may also be a periodic interval (such as 1 # every wednesday, every month, etc.), and may also be a long-term effective time period.
Based on any of the above embodiments, the obtaining of the customer consumption record based on the customer mobile payment identifier specifically includes:
using a WeChat payment identifier or a payment treasure identifier as the client mobile payment identifier;
recording at least one of consumption time, consumption network, consumption commodity list and consumption amount based on the client mobile payment identifier.
Specifically, at present, mobile payment mainly adopts WeChat or Paibao, and provides a mobile payment means such as WeChat or Paibao for a front-line salesperson, and simultaneously, records consumption records of customers by using a customer mobile payment tag (openid of WeChat or user _ id of Paibao) as a customer identifier, and queries a customer historical consumption record according to the customer identifier to judge whether the customer is a marketing audience. The recorded customer consumption record information includes but is not limited to consumption time, consumption network, consumption commodity list, consumption amount, payment mode and the like.
Based on any one of the above embodiments, if it is determined that the customer consumption record conforms to the preset marketing strategy rule, pushing the preset marketing strategy rule to the marketer includes:
inquiring a marketing strategy rule base according to the customer consumption record, and extracting the preset marketing strategy rule;
inquiring a historical customer consumption record according to the customer consumption record, and pushing the preset marketing strategy rule to a marketing person if the historical customer consumption record is judged to accord with the preset marketing strategy rule;
and the marketing personnel recommend a marketing scheme to the client according to the preset marketing strategy rule and finish the preferential exemption.
Wherein the offer exemption comprises at least one of a direct discount, a full discount, an unconditional discount, a conditional discount, a coupon, and a gift.
Specifically, as shown in fig. 2, after the client identifier is obtained, whether the client meets the audience characteristics of an activated marketing strategy rule is judged by retrieving the historical consumption record of the client, and if the matching is successful, the rule is pushed to a marketing scheme execution module, and a specific execution flow includes the following 3 steps:
(1) obtaining a list of marketing strategy rules to be analyzed
The customer analysis module searches the marketing strategy rule base and lists the marketing strategy rule list with the state of activation and the current time in the activity time period.
(2) Matching customer audience characteristics
And the client analysis module retrieves the historical consumption records of the client according to the client identification obtained from the mobile payment module, and sequentially matches the audience characteristics of each rule in the marketing strategy rule list to be analyzed.
(3) Pushing preferential rules and marketing words
Once the customer analysis module finds that the historical consumption records of the customers accord with the audience characteristics of a certain marketing strategy rule, pushing the preferential rules and marketing in the rule, wherein the preferential relief comprises one or more combinations of rules of direct relief, full relief, unconditional discount, conditional discount, coupon return, gift and the like.
Fig. 3 is a structural diagram of a customer marketing system based on mobile payment according to an embodiment of the present invention, as shown in fig. 3, including: a first acquiring module 31, a second acquiring module 32 and a judging and pushing module 33; wherein:
the first obtaining module 31 is configured to obtain a customer mobile payment identifier, and record a customer consumption record with the customer mobile payment identifier as a customer identifier; the second obtaining module 32 is used for obtaining a customer historical consumption record based on the customer mobile payment identification; the judgment pushing module 33 is configured to push the preset marketing strategy rule to a marketing staff if it is judged that the historical consumption record of the client meets the preset marketing strategy rule.
The system provided by the embodiment of the present invention is used for executing the corresponding method, the specific implementation manner of the system is consistent with the implementation manner of the method, and the related algorithm flow is the same as the algorithm flow of the corresponding method, which is not described herein again.
According to the embodiment of the invention, the client identification based on mobile payment is adopted as the identification of the client, and the marketing strategy and the pushing matching rule are automatically matched, so that the dilemma that the identification of the non-member client cannot be realized in the traditional marketing is solved, the instant marketing energy supply is realized, and the marketing efficiency of the client is improved.
Based on the above embodiment, the system further includes a marketing strategy management module 34, and the marketing strategy management module 34 is configured to formulate and manage marketing strategy rules.
Fig. 4 illustrates a physical structure diagram of an electronic device, which may include, as shown in fig. 4: a processor (processor)410, a communication Interface 420, a memory (memory)430 and a communication bus 440, wherein the processor 410, the communication Interface 420 and the memory 430 are communicated with each other via the communication bus 440. The processor 410 may call logic instructions in the memory 430 to perform the following method: acquiring a customer mobile payment identifier, and recording a customer consumption record by taking the customer mobile payment identifier as a customer identifier; obtaining a customer historical consumption record based on the customer mobile payment identifier; and if the fact that the historical consumption records of the clients accord with preset marketing strategy rules is judged and obtained, pushing the preset marketing strategy rules to marketing personnel.
In addition, the logic instructions in the memory 430 may be implemented in the form of software functional units and stored in a computer readable storage medium when the software functional units are sold or used as independent products. Based on such understanding, the technical solution of the present invention may be embodied in the form of a software product, which is stored in a storage medium and includes instructions for causing a computer device (which may be a personal computer, a server, or a network device) to execute all or part of the steps of the method according to the embodiments of the present invention. And the aforementioned storage medium includes: a U-disk, a removable hard disk, a Read-Only Memory (ROM), a Random Access Memory (RAM), a magnetic disk or an optical disk, and other various media capable of storing program codes.
In another aspect, an embodiment of the present invention further provides a non-transitory computer-readable storage medium, on which a computer program is stored, where the computer program is implemented to perform the transmission method provided in the foregoing embodiments when executed by a processor, and for example, the method includes: acquiring a customer mobile payment identifier, and recording a customer consumption record by taking the customer mobile payment identifier as a customer identifier; obtaining a customer historical consumption record based on the customer mobile payment identifier; and if the fact that the historical consumption records of the clients accord with preset marketing strategy rules is judged and obtained, pushing the preset marketing strategy rules to marketing personnel.
The above-described embodiments of the apparatus are merely illustrative, and the units described as separate parts may or may not be physically separate, and parts displayed as units may or may not be physical units, may be located in one place, or may be distributed on a plurality of network units. Some or all of the modules may be selected according to actual needs to achieve the purpose of the solution of the present embodiment. One of ordinary skill in the art can understand and implement it without inventive effort.
Through the above description of the embodiments, those skilled in the art will clearly understand that each embodiment can be implemented by software plus a necessary general hardware platform, and certainly can also be implemented by hardware. With this understanding in mind, the above-described technical solutions may be embodied in the form of a software product, which can be stored in a computer-readable storage medium such as ROM/RAM, magnetic disk, optical disk, etc., and includes instructions for causing a computer device (which may be a personal computer, a server, or a network device, etc.) to execute the methods described in the embodiments or some parts of the embodiments.
Finally, it should be noted that: the above examples are only intended to illustrate the technical solution of the present invention, but not to limit it; although the present invention has been described in detail with reference to the foregoing embodiments, it will be understood by those of ordinary skill in the art that: the technical solutions described in the foregoing embodiments may still be modified, or some technical features may be equivalently replaced; and such modifications or substitutions do not depart from the spirit and scope of the corresponding technical solutions of the embodiments of the present invention.
Claims (10)
1. A mobile payment-based customer marketing method, comprising:
acquiring a customer mobile payment identifier, and recording a customer consumption record by taking the customer mobile payment identifier as a customer identifier;
obtaining a customer historical consumption record based on the customer mobile payment identifier;
and if the fact that the historical consumption records of the clients accord with preset marketing strategy rules is judged and obtained, pushing the preset marketing strategy rules to marketing personnel.
2. The mobile payment based consumer marketing method of claim 1, wherein the obtaining of the consumer mobile payment identification further comprises: and formulating and managing marketing strategy rules.
3. The mobile payment-based customer marketing method of claim 2, wherein the formulating and managing marketing strategy rules specifically comprises:
setting marketing audience characteristics;
setting a preferential rule which accords with the characteristics of the marketing audience, and adjusting the preferential rule according to the change of the marketing audience;
and formulating a marketing conversation and an activity time period according to the marketing audience characteristics.
4. The mobile payment-based customer marketing method according to claim 1, wherein the obtaining of customer historical consumption records based on the customer mobile payment identifier specifically comprises:
using a WeChat payment identifier or a payment treasure identifier as the client mobile payment identifier;
recording at least one of consumption time, consumption network, consumption commodity list and consumption amount based on the client mobile payment identifier.
5. The mobile payment-based customer marketing method according to claim 1, wherein if it is determined that the historical consumption record of the customer meets a preset marketing strategy rule, the preset marketing strategy rule is pushed to a marketer, and specifically comprises:
inquiring a marketing strategy rule base according to the customer consumption record, and extracting the preset marketing strategy rule;
inquiring a historical customer consumption record according to the customer consumption record, and pushing the preset marketing strategy rule to a marketing person if the historical customer consumption record is judged to accord with the preset marketing strategy rule;
and the marketing personnel recommend a marketing scheme to the client according to the preset marketing strategy rule and finish the preferential exemption.
6. The mobile payment-based consumer marketing method of claim 5, wherein the offer exemption comprises at least one of a direct discount, a full discount, an unconditional discount, a conditional discount, a coupon, and a gift.
7. A mobile payment based customer marketing system, comprising:
the first acquisition module is used for acquiring a customer mobile payment identifier and recording a customer consumption record by taking the customer mobile payment identifier as a customer identifier;
the second acquisition module is used for acquiring the historical consumption record of the customer based on the mobile payment identifier of the customer;
and the judging and pushing module is used for pushing the preset marketing strategy rule to the marketing personnel if the fact that the historical consumption record of the client accords with the preset marketing strategy rule is judged and obtained.
8. The mobile payment based customer marketing system of claim 7, further comprising:
and the marketing strategy management module is used for making and managing marketing strategy rules.
9. An electronic device comprising a memory, a processor and a computer program stored on the memory and executable on the processor, wherein the processor when executing the program performs the steps of the mobile payment based consumer marketing method of any one of claims 1 to 6.
10. A non-transitory computer readable storage medium having stored thereon a computer program, wherein the computer program when executed by a processor implements the steps of the mobile payment based consumer marketing method of any one of claims 1 to 6.
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| CN202010125556.9A CN111340552A (en) | 2020-02-20 | 2020-02-20 | Customer marketing method and system based on mobile payment |
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| CN111683156A (en) * | 2020-08-10 | 2020-09-18 | 北京每日优鲜电子商务有限公司 | Information pushing method and device, electronic equipment and computer readable medium |
| CN111951048A (en) * | 2020-08-13 | 2020-11-17 | 中国工商银行股份有限公司 | Product pushing method, device and system |
| CN113112275A (en) * | 2021-04-13 | 2021-07-13 | 深圳市小摩豆网络科技有限公司 | Client interaction method for staff card payment |
| CN113837866A (en) * | 2021-09-29 | 2021-12-24 | 重庆富民银行股份有限公司 | Two-stage management method and system based on full stock customer |
| CN114819978A (en) * | 2022-05-17 | 2022-07-29 | 支付宝(杭州)信息技术有限公司 | Payment service processing method and device |
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Application publication date: 20200626 |