针对传统企业会员营销模式复杂，营销方法精确度低等问题。提出基于大数据背景下的零售企业会员营销模式。通过对零售企业及其会员的实证调查，以 O2M全渠道零售为视角，探讨零售企业在大数据背景下全渠道会员营销的必要性，和会员营销策略的应用。在此基础上，构建O2M全渠道会员营销模式，探索零售企业在大数据背景下 O2M全渠道会员营销模式的具体应用策略，包括推荐准会员，拓展移动端渠道，增强用户体验，维系全渠道会员权益。“,”Marketing model is more complicated,the marketing method is more accurate.Based on survey of retail enterprises and its members,from the perspective of O2M omni-channel,it proves the necessity of O2M omni-channel marketing,to put forward the application of the om-ni-channel marketing strategy in the background of big data,and it can promote the transfor-mation of the retail enterprises.On the basis,this paper tries to construct O2M omni-channel members marketing mode and explore the retail enterprises concrete application strategy,in-cluding associate members,the expansion of mobile channels,the user experience enhancing, and maintaining the interest of the omni-channel members.