关键词: 全渠道零售, 客户终身价值, 机器学习, 消费者异质性需求

Abstract: Whether omnichannel retailing can improve the longterm performance is the current focus of retail enterprises This paper uses customer lifetime value to evaluate longtime performance and examine the relationship and mechanism between omnichannel retailing and customer lifetime value，by using big data and machine learning approach The study finds that omnichannel retailing can effectively improve customer lifetime value The process is moderated by heterogeneous consumer demand，such as consumers preference for commodity diversity，fulfillment cost sensitivity and storage cost sensitivity This paper argues that retail enterprises should make firm strategic decisions on omnichannel transformation，and provide consumers with a combination of omnichannel goods and services in a targeted manner based on the heterogeneous needs of target consumers to improve omnichannel efficiency

Key words: omnichannel retail, customer lifetime value, machine learning, consumer heterogeneous needs