CN109003131A - Precise marketing method and device based on user scene attribute information - Google Patents

Abstract

The invention discloses a precise marketing method and a device based on user scene attribute information, wherein the method comprises the following steps: acquiring user scene attribute information according to the consumption behavior of a user in a shop; determining a marketing strategy corresponding to the user scene attribute information, wherein the marketing strategy specifies a consumption channel of a store marketing campaign; and providing marketing information corresponding to the shop marketing activities to the user by using a consumption channel specified by the marketing strategy. According to the scheme of the invention, the possibility that the user selects various consumption channels for consumption is determined according to the user scene attribute information, and the marketing information of the consumption channels matched with the user scene attribute information is provided for the user, so that the accurate marketing of the marketing activities of all channels of the shop is realized.

Description

Precise marketing method and device based on user scene attribute information

technical field

The present invention relates to the field of computer technology, in particular to a precise marketing method and device based on user scene attribute information.

Background technique

In catering, supermarkets and other industries that sell goods, usually in the scene of consumption in the store, after the consumer consumes, the merchant will push some marketing activity coupons to the consumer, for example, push full rebate coupons to stimulate consumers to continue To store consumption.

In the above marketing methods, there is no distinction between the types of marketing activity coupons, but only one kind of marketing activity coupons for in-store consumption, which limits the usage scenarios of marketing activity coupons. The probability is very low, and there is no place to use the marketing activity coupons for consumption in stores, which greatly reduces the write-off rate of marketing activity coupons; at the same time, the above marketing methods do not distinguish the marketing objects, but to All consumers push the same marketing coupons, which will easily leave consumers with the impression of a discount store, which will damage the brand of the merchant.

Therefore, a better marketing method is needed to make up for the low write-off rate of marketing activity coupons brought about by the existing push of consistent marketing activity coupons, and the lack of damage to the merchant's brand.

Contents of the invention

In view of the above problems, the present invention is proposed to provide a precision marketing method and device based on user scene attribute information that overcomes the above problems or at least partially solves the above problems.

According to one aspect of the present invention, a precise marketing method based on user scene attribute information is provided, including:

Obtain user scene attribute information according to the user's consumption behavior in the store;

Determining a marketing strategy corresponding to the user scenario attribute information, wherein the marketing strategy specifies consumption channels for store marketing activities;

Using the consumption channels specified in the marketing strategy to provide users with marketing information corresponding to store marketing activities.

Optionally, the user scene attribute information includes user resident location information;

The determining the marketing strategy corresponding to the user scenario attribute information further includes:

Compare the user's resident location information with the store location information, and obtain the marketing strategy corresponding to the comparison result.

Optionally, the obtaining the marketing strategy corresponding to the comparison result further includes:

If the comparison result shows that the distance between the user's resident location and the store location is within the first distance range, the first marketing strategy corresponding to the comparison result is obtained, and the first marketing strategy stipulates that the consumption channel of the store marketing activity is Offline to store consumption channels;

Alternatively, if the comparison result shows that the distance between the user's resident location and the store location is within the second distance range, a second marketing strategy corresponding to the comparison result is obtained, and the second marketing strategy specifies the consumption of the store's marketing activities. The channel is an offline takeaway consumption channel;

Alternatively, if the comparison result shows that the distance between the user's resident location and the store location is within a third distance range, a third marketing strategy corresponding to the comparison result is obtained, and the third marketing strategy specifies the consumption of the store's marketing activities. The channel is an online consumption channel.

Optionally, the user's resident location information is determined according to the user's historical location records; or, the user's resident location information is determined according to the user's historical consumption business district location.

Optionally, the method also includes:

Determine whether the user is a member of the store, and if not, guide the user to become a member.

Optionally, the user scene attribute information also includes user consumption times information;

After obtaining the user scene attribute information, the method also includes:

Judging whether the information on the number of consumption times of the user matches the preset range of consumption times, if so, an omni-channel marketing strategy is obtained. Channels and online consumption channels, using the consumption channels stipulated in the omni-channel marketing strategy to provide users with marketing information corresponding to store marketing activities.

Optionally, the marketing information is specifically preferential information.

According to another aspect of the present invention, a precision marketing device based on user scene attribute information is provided, including:

The acquisition module is adapted to acquire user scene attribute information according to the user's consumption behavior in the store;

The determination module is adapted to determine a marketing strategy corresponding to the user scenario attribute information, wherein the marketing strategy specifies the consumption channel of the store marketing activities;

The providing module is adapted to provide users with marketing information corresponding to store marketing activities by using the consumption channels specified in the marketing strategy.

Optionally, the user scene attribute information includes user resident location information;

The determining module is further adapted to: compare the user's resident location information with the store location information, and obtain a marketing strategy corresponding to the comparison result.

Optionally, the determination module is further adapted to:

If the comparison result shows that the distance between the user's resident location and the store location is within the first distance range, the first marketing strategy corresponding to the comparison result is obtained, and the first marketing strategy stipulates that the consumption channel of the store marketing activity is Offline to store consumption channels;

Alternatively, if the comparison result shows that the distance between the user's resident location and the store location is within the second distance range, a second marketing strategy corresponding to the comparison result is obtained, and the second marketing strategy specifies the consumption of the store's marketing activities. The channel is an offline takeaway consumption channel;

Alternatively, if the comparison result shows that the distance between the user's resident location and the store location is within a third distance range, a third marketing strategy corresponding to the comparison result is obtained, and the third marketing strategy specifies the consumption of the store's marketing activities. The channel is an online consumption channel.

Optionally, the user's resident location information is determined according to the user's historical location records; or, the user's resident location information is determined according to the user's historical consumption business district location.

Optionally, the device also includes:

The first judging module is adapted to judge whether the user is a member of the store, and if not, guide the user to become a member.

Optionally, the user scene attribute information also includes user consumption times information;

The device also includes: a second judging module, adapted to judge whether the user's consumption frequency information matches the preset consumption frequency range, and if so, obtain an omni-channel marketing strategy, which specifies the consumption of store marketing activities. The channels are offline to store consumption channels, offline takeaway consumption channels and online consumption channels;

The providing module is further adapted to: provide users with marketing information corresponding to store marketing activities using the consumption channels specified in the omni-channel marketing strategy.

Optionally, the marketing information is specifically preferential information.

According to yet another aspect of the present invention, a computing device is provided, including: a processor, a memory, a communication interface, and a communication bus, and the processor, the memory, and the communication interface complete mutual communication through the communication bus communication;

The memory is used to store at least one executable instruction, and the executable instruction causes the processor to execute the operation corresponding to the precise marketing method based on user scenario attribute information.

According to still another aspect of the present invention, a computer storage medium is provided, and at least one executable instruction is stored in the storage medium, and the executable instruction causes the processor to execute the above-mentioned precision marketing method based on user scene attribute information corresponding operation.

According to the precise marketing method and device based on user scene attribute information of the present invention, the method includes: acquiring user scene attribute information according to the user's consumption behavior in a store; determining a marketing strategy corresponding to the user scene attribute information, wherein The above-mentioned marketing strategy specifies the consumption channel of the store marketing activity; and the consumption channel specified by the above-mentioned marketing strategy is used to provide the user with marketing information corresponding to the store marketing activity. Utilizing the solution of the present invention, on the one hand, the consumption channel specified in the marketing strategy matches the user scene attribute information, so that the marketing information provided to the user is more targeted, and the user is more likely to use the marketing information, which improves the user's Consumption experience; on the other hand, providing different users with marketing information of corresponding consumption channels can not only make use of the passenger flow of each channel to connect online and offline, realize the combined sales of multiple channels of the store, but also help to cultivate The user's brand mind.

The above description is only an overview of the technical solution of the present invention. In order to better understand the technical means of the present invention, it can be implemented according to the contents of the description, and in order to make the above and other purposes, features and advantages of the present invention more obvious and understandable , the specific embodiments of the present invention are enumerated below.

Description of drawings

Various other advantages and benefits will become apparent to those of ordinary skill in the art upon reading the following detailed description of the preferred embodiment. The drawings are only for the purpose of illustrating a preferred embodiment and are not to be considered as limiting the invention. Also throughout the drawings, the same reference numerals are used to designate the same parts. In the attached picture:

FIG. 1 shows a flowchart of a precision marketing method based on user scene attribute information according to an embodiment of the present invention;

FIG. 2 shows a flowchart of a precision marketing method based on user scene attribute information according to another embodiment of the present invention;

Fig. 3 shows a functional block diagram of a precision marketing device based on user scene attribute information according to an embodiment of the present invention;

Fig. 4 shows a schematic structural diagram of a computing device according to an embodiment of the present invention.

Detailed ways

Exemplary embodiments of the present disclosure will be described in more detail below with reference to the accompanying drawings. Although exemplary embodiments of the present disclosure are shown in the drawings, it should be understood that the present disclosure may be embodied in various forms and should not be limited by the embodiments set forth herein. Rather, these embodiments are provided for more thorough understanding of the present disclosure and to fully convey the scope of the present disclosure to those skilled in the art.

Fig. 1 shows a flowchart of a precision marketing method based on user scene attribute information according to an embodiment of the present invention. As shown in Figure 1, the method includes:

Step S101, according to the consumption behavior of the user in the store, acquire user scene attribute information.

In this step, the attribute information of the user scenario is first obtained, so as to determine a marketing strategy matching the attribute information of the user scenario.

Wherein, the user's consumption behavior in the store includes the user's consumption behavior through multiple consumption channels. Optionally, the multiple consumption channels include offline to store consumption channels, offline takeaway consumption channels and/or online consumption channels. Further, the consumption behavior of the user in the store includes the payment behavior of the user.

Wherein, the user scene attribute information is information that affects the possibility of the user choosing each consumption channel for consumption. Optionally, the user scene attribute information includes the scene mode information of the user, the resident location information of the user and/or the consumption frequency information of the user. In the present invention, the scene mode information of the user includes but is not limited to business trip mode, travel mode, test preparation mode, sickness mode and/or home mode. consumption channels.

For example, the location change information of the user coming from A to B (current location) is obtained. The distance between A and B is more than 100 kilometers, and after the user arrives at B, he almost stays in the office building C during the working hours. Then the attribute information of the user scene is obtained, which is that the user goes on a business trip to B. For another example, if it is obtained that the user has been active in location B for a long time and almost stays in cell D during the rest period, then the user scene attribute information is obtained that the user lives in cell D.

Step S102, determining a marketing strategy corresponding to user scenario attribute information.

Among them, the marketing strategy stipulates the consumption channels of the store marketing activities.

Specifically, the corresponding users are divided into different types of users according to the user scene attribute information, and different types of users have different possibilities of choosing various consumption channels for consumption. Based on this, different marketing strategies are determined for different user scenario attribute information, and the consumption channels stipulated in the marketing strategies are one or more consumption channels that are more likely to be selected by the user for consumption.

For example, if the user has had a consumption behavior in store 1 in place B, and the user scene attribute information is that the user is on a business trip to place B, then for store 1, the possibility of the user choosing online consumption channels for consumption is low, while choosing online It is more likely to consume through the in-store consumption channel and/or the offline takeaway consumption channel. Correspondingly, the consumption channel of the store marketing activities stipulated in the marketing strategy corresponding to the user's business trip to B is the offline in-store consumption channel And/or offline takeaway consumption channels.

Step S103, using the consumption channels stipulated in the marketing strategy to provide the user with marketing information corresponding to the store marketing activities.

Specifically, the marketing information corresponding to the store marketing activities is divided according to the consumption channels, and the marketing information of the consumption channels matching the user scene attribute information is provided to the user. Wherein, the marketing information includes the marketing activity rules corresponding to the store marketing activities in each consumption channel, the specific content of the marketing activities and/or the preferential information of the marketing activities.

The solution of the present invention can be widely applied to stores with various sales scenarios, by dividing marketing information according to consumption channels, and dividing marketing objects (ie users) according to user scene attribute information, and providing users with The marketing information of consumption channels matched with user scenario attribute information to realize precise marketing based on user scenario attribute information. Especially in the specific scenario of the smart restaurant, when the user has a consumption behavior in the smart restaurant, the server of the smart restaurant obtains the attribute information of the user scene through collection and analysis, and accordingly provides the user with one or more information about the smart restaurant. Marketing information corresponding to the marketing activities of various consumption channels, so as to guide the store customers of the smart restaurant to various consumption channels according to the user scenario attribute information, realize precise marketing based on the user scenario attribute information, and make the omni-channel of the smart restaurant The passenger flow has been opened up.

According to the precise marketing method based on the user scene attribute information provided in this embodiment, first obtain the user scene attribute information, and the marketing objects (ie users) can be divided through the user scene attribute information; marketing strategy, that is, the marketing strategy for store marketing activities for users is determined; and, according to the consumption channels specified in the marketing strategy, the marketing information corresponding to store marketing activities is provided to users, so that the marketing information obtained by users is the most likely choice for users. The marketing information of the consumption channel for consumption, on the one hand, the consumption channel specified in the marketing strategy matches the attribute information of the user scene, so that the marketing information provided to the user is more targeted, and the user is more likely to use the marketing information. It improves the user's consumption experience; on the other hand, providing different users with marketing information of corresponding consumption channels can not only make use of the passenger flow of each channel to connect online and offline, and realize the combined sales of multiple channels of the store, And it is conducive to cultivating the brand mind of users.

Fig. 2 shows a flowchart of a precise marketing method based on user scene attribute information according to another embodiment of the present invention. As shown in Figure 2, the method includes:

Step S201, determine whether the user is a member of the store; if yes, execute step S203; if not, execute step S202.

Optionally, after the user completes the payment action, it is determined whether the user is a store member.

Step S202, guiding the user to become a member.

Step S203, obtaining the information of the user's consumption times; judging whether the information of the user's consumption times matches the preset range of consumption times; if yes, execute step S204; if not, execute step S205.

Wherein, the user's consumption frequency information refers to the user's consumption frequency in the store, including the sum of the user's consumption frequency in various consumption channels, or only includes the user's consumption frequency in offline physical stores.

Generally speaking, if a user often spends in the store, it is considered that the user is satisfied with the products sold in the store and has a relatively strong brand awareness. For frequent customers of this type of store, it is determined that the user is more likely to choose various consumption channels for consumption. higher. Based on this, by matching the user's consumption frequency information with the preset consumption frequency range, it is judged whether the user's consumption frequency information belongs to the preset consumption frequency range, and users are distinguished according to store frequent customers and non-store frequent customers, so as to facilitate different The marketing strategy provides marketing information.

Specifically, if the user's consumption frequency information belongs to the preset consumption frequency range, it is determined that the user is a frequent customer of the store, and then step S204 is executed; if the user's consumption frequency information does not belong to the preset consumption frequency range, it is determined that the user is not a store For regular customers, step S205 is performed.

Step S204, obtaining the omni-channel marketing strategy; using the consumption channels stipulated in the omni-channel marketing strategy to provide the user with marketing information corresponding to the store marketing activities.

For regular customers of the store, the strategy of providing marketing information is determined to be an omni-channel marketing strategy, that is, to provide regular customers of the store with marketing information of all consumption channels corresponding to the store marketing activities. Optionally, the omni-channel marketing strategy stipulates that the consumption channels of store marketing activities are offline to store consumption channels, offline takeaway consumption channels and online consumption channels.

Step S205, according to the consumption behavior of the user in the store, the user's resident location information is obtained.

The user's resident location information refers to the information on the location where the user studies, lives or works for a long time. The user's resident location information can be determined in the following ways:

In some specific embodiments of the present invention, the user's resident location information is determined according to the user's historical location records. Specifically, according to the user's historical location records, determine the location where the user's continuous stay time exceeds a preset time, and determine the location information of the location as the user's resident location information. For example, the place where the user stays continuously for more than 8 hours is determined as the user's residence place.

In some other specific embodiments of the present invention, the user's resident location information is determined according to the user's historical shopping district location. Specifically, predict the user's living or working area according to the user's historical consumption business area within a preset time period, and determine the user's resident location information accordingly. For example, in the past week, the user spent in the business district E at noon every day, and the user's resident location information is determined according to the location information of the business district E or the office buildings near the business district E.

The above are only two exemplary ways of determining the user's resident location information in the present invention, but the present invention is not limited thereto. During specific implementation, the user's resident location information may also be determined in other feasible ways.

Step S206, comparing the user's resident location information with the store location information, and obtaining a marketing strategy corresponding to the comparison result.

Due to the difference in the distance from the store, the possibility of choosing various consumption channels for consumption is also different. Generally speaking, the closer the distance to the store, the greater the possibility of choosing offline consumption channels for consumption. Online consumption channels are more likely to consume. Based on this, marketing strategies corresponding to different distance ranges are preset.

Specifically, compare the separation distance between the user's resident location information and the store location information with the endpoint distance values of multiple distance ranges; then, determine the distance range to which the separation distance belongs according to the comparison result, and the separation distance belongs to different Users in the distance range are divided into different types of users, that is, the process of dividing users according to the user's resident location information is completed, and different types of users have different possibilities of choosing various consumption channels for consumption; then, According to the corresponding relationship between the distance range and the marketing strategy, a marketing strategy for the user is obtained, and the consumption channel specified in the marketing strategy is a channel with a higher possibility of consumption selected by the user.

Among them, the corresponding relationship between the distance range and the marketing strategy is set according to the possibility that users at different distances from the store choose various consumption channels for consumption. Optionally, if the comparison result shows that the distance between the user's resident location and the store location information is within the first distance range, obtain the first marketing strategy corresponding to the comparison result, and the first marketing strategy specifies the consumption channel of the store marketing activities is the offline consumption channel to the store; or, if the comparison result shows that the distance between the user’s resident location and the store location is within the second distance range, obtain the second marketing strategy corresponding to the comparison result, and the second marketing strategy stipulates that the store The consumption channel of the marketing activity is the offline takeaway consumption channel; or, if the comparison result shows that the distance between the user’s resident location and the store location is within the third distance range, obtain the third marketing strategy corresponding to the comparison result, the third marketing strategy The strategy stipulates that the consumption channel of store marketing activities is the online consumption channel.

For example, if the first distance range, the second distance range, and the third distance range are respectively 0-500 meters, 500-3000 meters, and 3000 meters away, when the comparison result shows that the location corresponding to the user's resident location information is the same as the store location When the distance between the locations corresponding to the information is 500-3000 meters, the second marketing strategy is acquired.

Step S207, using the consumption channels stipulated in the marketing strategy to provide the user with marketing information corresponding to the store marketing activities.

Taking smart restaurants as an example, smart restaurants provide three sales scenarios: in-store dining, takeaway home delivery, and online physical goods (Tmall channel). , for users who have a high probability of consumption in smart restaurants next time, for example, users who live or work within a radiation range of 500 meters in smart restaurants, coupons will be pushed to the restaurant consumption channel; Users in the same business district, such as users who work or live in a smart restaurant with a radiation range of 500-3000 meters, will push coupons for home delivery consumption channels; for users who cannot go to the smart restaurant again next time and are too far away from the smart restaurant , you can push the coupons of the online consumption channels of smart restaurants, so that brand-minded users can buy online semi-finished food, and then guide the customer flow of offline physical stores to different sales scenarios, increasing the brand business. Overall revenue; at the same time, users get coupons that are more suitable for them and can have a better consumption experience.

What needs to be explained here is that this embodiment mainly uses user scene attribute information as user resident location information and user consumption frequency information as an example, and describes a precise marketing plan based on user scene attribute information. However, the present invention does not As a limit, during specific implementation, those skilled in the art may choose to carry out precise marketing based on any one or more types of other user scenario attribute information. Optionally, precise marketing is carried out according to the user's mode information and/or the consumption frequency information of the user through various channels.

According to the precise marketing method based on user scene attribute information provided in this embodiment, firstly, it is judged whether the user is a frequent customer of the store according to the information of user consumption times, and if so, marketing information is provided to the user according to the omni-channel marketing strategy; The resident location information is compared with the store location information, and the marketing strategy corresponding to the comparison result is obtained, wherein the consumption channel specified in the marketing strategy is the consumption channel most likely to be chosen by the user; Provide marketing information corresponding to store marketing activities. Using the scheme of this embodiment, on the one hand, the consumption channel specified in the marketing strategy matches the user scene attribute information, so that the marketing information provided to the user is more targeted, and the user is more likely to use the marketing information, which improves the user experience. On the other hand, providing different users with marketing information of corresponding consumption channels can not only make use of the passenger flow of each channel to connect online and offline, realize the combined sales of multiple channels of the store, but also benefit Cultivate the brand mind of users.

Fig. 3 shows a functional block diagram of a precision marketing device based on user scene attribute information according to an embodiment of the present invention. As shown in FIG. 3 , the device includes: an acquiring module 301 , a determining module 302 and a providing module 303 ; optionally, the device further includes: a first judging module 304 and a second judging module 305 .

The obtaining module 301 is adapted to obtain user scene attribute information according to the user's consumption behavior in the store;

Determining module 302, determining a marketing strategy corresponding to the user scene attribute information, wherein the marketing strategy specifies the consumption channel of store marketing activities;

The providing module 303 is adapted to provide users with marketing information corresponding to store marketing activities by using the consumption channels specified in the marketing strategy.

In an optional implementation manner, the user scene attribute information includes user resident location information;

The determining module is further adapted to: compare the user's resident location information with the store location information, and obtain a marketing strategy corresponding to the comparison result.

In an optional implementation manner, the determining module 302 is further adapted to:

If the comparison result shows that the distance between the user's resident location and the store location is within the first distance range, the first marketing strategy corresponding to the comparison result is obtained, and the first marketing strategy stipulates that the consumption channel of the store marketing activity is Offline to store consumption channels;

Alternatively, if the comparison result shows that the distance between the user's resident location and the store location is within the second distance range, a second marketing strategy corresponding to the comparison result is obtained, and the second marketing strategy specifies the consumption of the store's marketing activities. The channel is an offline takeaway consumption channel;

Alternatively, if the comparison result shows that the distance between the user's resident location and the store location is within a third distance range, a third marketing strategy corresponding to the comparison result is obtained, and the third marketing strategy specifies the consumption of the store's marketing activities. The channel is an online consumption channel.

Wherein, the user's resident location information is determined according to the user's historical location records; or, the user's resident location information is determined according to the user's historical consumption business district location.

The device also includes: a first judging module 304, adapted to judge whether the user is a member of the store, and if not, guide the user to become a member.

Wherein, the user scene attribute information also includes user consumption times information;

The device also includes: a second judging module 305, adapted to judge whether the user's consumption frequency information matches the preset consumption frequency range, and if so, obtain an omni-channel marketing strategy, which specifies the store marketing activities. Consumption channels include offline to store consumption channels, offline takeaway consumption channels and online consumption channels;

The providing module 303 is further adapted to: use the consumption channels specified in the omni-channel marketing strategy to provide users with marketing information corresponding to store marketing activities.

Wherein, the marketing information is specifically preferential information.

For the specific structure and working principle of each of the above modules, reference may be made to the description of the corresponding steps in the method embodiments, which will not be repeated here.

An embodiment of the present application provides a non-volatile computer storage medium, the computer storage medium stores at least one executable instruction, and the computer executable instruction can execute the precise user scene attribute information based on user scene attribute information in any of the above method embodiments. marketing methods.

Fig. 4 shows a schematic structural diagram of a computing device according to an embodiment of the present invention, and the specific embodiment of the present invention does not limit the specific implementation of the computing device.

As shown in FIG. 4 , the computing device may include: a processor (processor) 402 , a communication interface (Communications Interface) 404 , a memory (memory) 406 , and a communication bus 408 .

in:

The processor 402 , the communication interface 404 , and the memory 406 communicate with each other through the communication bus 408 .

The communication interface 404 is used to communicate with network elements of other devices such as clients or other servers.

The processor 402 is configured to execute the program 410, specifically, may execute the relevant steps in the above embodiment of the precise marketing method based on user scene attribute information.

Specifically, the program 410 may include program codes including computer operation instructions.

The processor 402 may be a central processing unit CPU, or an Application Specific Integrated Circuit (ASIC), or one or more integrated circuits configured to implement the embodiments of the present invention. The one or more processors included in the computing device may be of the same type, such as one or more CPUs, or may be different types of processors, such as one or more CPUs and one or more ASICs.

The memory 406 is used to store the program 410 . The memory 406 may include a high-speed RAM memory, and may also include a non-volatile memory (non-volatile memory), such as at least one disk memory.

The program 410 can specifically be used to make the processor 402 perform the following operations:

Obtain user scene attribute information according to the user's consumption behavior in the store;

Determining a marketing strategy corresponding to the user scenario attribute information, wherein the marketing strategy specifies consumption channels for store marketing activities;

Using the consumption channels specified in the marketing strategy to provide users with marketing information corresponding to store marketing activities.

In an optional implementation manner, the user scene attribute information includes user resident location information;

The program 410 may be further specifically configured to enable the processor 402 to perform the following operations: compare the user's resident location information with the store location information, and obtain a marketing strategy corresponding to the comparison result.

In an optional implementation manner, the program 410 may be further specifically configured to enable the processor 402 to perform the following operations:

If the comparison result shows that the distance between the user's resident location and the store location is within the first distance range, the first marketing strategy corresponding to the comparison result is obtained, and the first marketing strategy stipulates that the consumption channel of the store marketing activity is Offline to store consumption channels;

Alternatively, if the comparison result shows that the distance between the user's resident location and the store location is within the second distance range, a second marketing strategy corresponding to the comparison result is obtained, and the second marketing strategy specifies the consumption of the store's marketing activities. The channel is an offline takeaway consumption channel;

Alternatively, if the comparison result shows that the distance between the user's resident location and the store location is within a third distance range, a third marketing strategy corresponding to the comparison result is obtained, and the third marketing strategy specifies the consumption of the store's marketing activities. The channel is an online consumption channel.

In an optional implementation manner, the user's resident location information is determined according to the user's historical location records; or, the user's resident location information is determined according to the user's historical consumption business district location.

In an optional implementation manner, the program 410 may be further specifically configured to enable the processor 402 to perform the following operations:

Determine whether the user is a member of the store, and if not, guide the user to become a member.

In an optional implementation manner, the user scene attribute information also includes user consumption times information;

The program 410 may be further specifically used to make the processor 402 perform the following operations:

Judging whether the information on the number of consumption times of the user matches the preset range of consumption times, if so, an omni-channel marketing strategy is obtained. Channels and online consumption channels, using the consumption channels stipulated in the omni-channel marketing strategy to provide users with marketing information corresponding to store marketing activities.

In an optional implementation manner, the marketing information is specifically preferential information.

The algorithms and displays presented herein are not inherently related to any particular computer, virtual system, or other device. Various generic systems can also be used with the teachings based on this. The structure required to construct such a system is apparent from the above description. Furthermore, the present invention is not specific to any particular programming language. It should be understood that various programming languages can be used to implement the content of the present invention described herein, and the above description of specific languages is for disclosing the best mode of the present invention.

In the description provided herein, numerous specific details are set forth. However, it is understood that embodiments of the invention may be practiced without these specific details. In some instances, well-known methods, structures and techniques have not been shown in detail in order not to obscure the understanding of this description.

Similarly, it should be appreciated that in the foregoing description of exemplary embodiments of the invention, in order to streamline this disclosure and to facilitate an understanding of one or more of the various inventive aspects, various features of the invention are sometimes grouped together in a single embodiment, figure, or its description. This method of disclosure, however, is not to be interpreted as reflecting an intention that the claimed invention requires more features than are expressly recited in each claim. Rather, as the following claims reflect, inventive aspects lie in less than all features of a single foregoing disclosed embodiment. Thus, the claims following the Detailed Description are hereby expressly incorporated into this Detailed Description, with each claim standing on its own as a separate embodiment of this invention.

Those skilled in the art can understand that the modules in the device in the embodiment can be adaptively changed and arranged in one or more devices different from the embodiment. Modules or units or components in the embodiments may be combined into one module or unit or component, and furthermore may be divided into a plurality of sub-modules or sub-units or sub-assemblies. All features disclosed in this specification (including accompanying claims, abstract and drawings) and any method or method so disclosed may be used in any combination, except that at least some of such features and/or processes or units are mutually exclusive. All processes or units of equipment are combined. Each feature disclosed in this specification (including accompanying claims, abstract and drawings) may be replaced by alternative features serving the same, equivalent or similar purpose, unless expressly stated otherwise.

Furthermore, those skilled in the art will understand that although some embodiments described herein include some features included in other embodiments but not others, combinations of features from different embodiments are meant to be within the scope of the invention. and form different embodiments. For example, in the claims, any one of the claimed embodiments can be used in any combination.

The various component embodiments of the present invention may be implemented in hardware, or in software modules running on one or more processors, or in a combination thereof. Those skilled in the art should understand that a microprocessor or a digital signal processor (DSP) can be used in practice to implement some or all of the components in the precision marketing device based on user scene attribute information according to an embodiment of the present invention. Full functionality. The present invention can also be implemented as an apparatus or an apparatus program (for example, a computer program and a computer program product) for performing a part or all of the methods described herein. Such a program for realizing the present invention may be stored on a computer-readable medium, or may be in the form of one or more signals. Such a signal may be downloaded from an Internet site, or provided on a carrier signal, or provided in any other form.

It should be noted that the above-mentioned embodiments illustrate rather than limit the invention, and that those skilled in the art will be able to design alternative embodiments without departing from the scope of the appended claims. In the claims, any reference signs placed between parentheses shall not be construed as limiting the claim. The word "comprising" does not exclude the presence of elements or steps not listed in a claim. The word "a" or "an" preceding an element does not exclude the presence of a plurality of such elements. The invention can be implemented by means of hardware comprising several distinct elements, and by means of a suitably programmed computer. In a unit claim enumerating several means, several of these means can be embodied by one and the same item of hardware. The use of the words first, second, and third, etc. does not indicate any order. These words can be interpreted as names.

Claims (10)

1. A precise marketing method based on user scenario attribute information, including: Obtain user scene attribute information according to the user's consumption behavior in the store; Determining a marketing strategy corresponding to the user scenario attribute information, wherein the marketing strategy specifies consumption channels for store marketing activities; Using the consumption channels specified in the marketing strategy to provide users with marketing information corresponding to store marketing activities. 2. The method according to claim 1, wherein the user scene attribute information includes user resident location information; The determining the marketing strategy corresponding to the user scenario attribute information further includes: Compare the user's resident location information with the store location information, and obtain the marketing strategy corresponding to the comparison result. 3. The method according to claim 2, wherein said obtaining the marketing strategy corresponding to the comparison result further comprises: If the comparison result shows that the distance between the user's resident location and the store location is within the first distance range, the first marketing strategy corresponding to the comparison result is obtained, and the first marketing strategy stipulates that the consumption channel of the store marketing activity is Offline to store consumption channels; Alternatively, if the comparison result shows that the distance between the user's resident location and the store location is within the second distance range, a second marketing strategy corresponding to the comparison result is obtained, and the second marketing strategy specifies the consumption of the store's marketing activities. The channel is an offline takeaway consumption channel; Alternatively, if the comparison result shows that the distance between the user's resident location and the store location is within a third distance range, a third marketing strategy corresponding to the comparison result is obtained, and the third marketing strategy specifies the consumption of the store's marketing activities. The channel is an online consumption channel. 4. The method according to claim 2 or 3, wherein the user's resident location information is determined according to the user's historical location records; or, the user's resident location information is determined according to the user's historical consumption business district location. 5. The method according to any one of claims 1-4, wherein the method further comprises: Determine whether the user is a member of the store, and if not, guide the user to become a member. 6. The method according to any one of claims 1-5, wherein the user scene attribute information further includes user consumption times information; After obtaining the user scene attribute information, the method also includes: Judging whether the information on the number of consumption times of the user matches the preset range of consumption times, if so, an omni-channel marketing strategy is obtained. Channels and online consumption channels, using the consumption channels stipulated in the omni-channel marketing strategy to provide users with marketing information corresponding to store marketing activities. 7. The method according to any one of claims 1-6, wherein the marketing information is specifically preferential information. 8. A precision marketing device based on user scene attribute information, comprising: The acquisition module is adapted to acquire user scene attribute information according to the user's consumption behavior in the store; The determination module is adapted to determine a marketing strategy corresponding to the user scenario attribute information, wherein the marketing strategy specifies the consumption channel of the store marketing activities; The providing module is adapted to provide users with marketing information corresponding to store marketing activities by using the consumption channels specified in the marketing strategy. 9. A computing device, comprising: a processor, a memory, a communication interface, and a communication bus, wherein the processor, the memory, and the communication interface complete mutual communication through the communication bus; The memory is used to store at least one executable instruction, and the executable instruction causes the processor to execute the operation corresponding to the precision marketing method based on user scene attribute information according to any one of claims 1-7. 10. A computer storage medium, wherein at least one executable instruction is stored in the storage medium, and the executable instruction causes the processor to perform the accurate detection based on user scene attribute information according to any one of claims 1-7. The operation corresponding to the marketing method.