Overview of Member Asset Management Research

Abstract

The core member asset management of the new retail is mainly to depict the user’s portrait through big data, and implement precise front (precise marketing), medium (selection, distribution, transportation), back (after-sales service) management mode, thereby improving user stickiness, satisfaction, increase the unit price and frequency of consumption, and ultimately provide the value of the company. Under the new retail model, enterprises are more reliant on the establishment and maintenance of the customer relationship system. By integrating the online and offline member management systems, it not only can use big data with high-efficiency to accurately market customers, but also can achieve rapid growth in corporate value with the increase in customer stickiness. After entering the new retail model, enterprises can improve their profitability through the increase of member assets, reduce the business risk of the company through scientific and effective development and management of customers, and analyze and excavate the information of members through applying big data so as to enhance the company’s advantage of obtaining customer information, and ultimately, it will improve the transaction efficiency of the company because of the effective integration of online and offline customer data.