Abstract: Promotion plays an important role in marketing strategy.In the past,each promotion campaign was usually planned separately and the target customers are selected blindly.To solve the above problems,an optimization model for promotion mix strategy based on RFM analysis is presented in this paper,multiple promotion campaign candidates are evaluated as a whole to select optimal promotion campaigns mix and target customers.The object of the model is to maximize the whole response rate and expected investment return.

Key words: marketing strategy, promotion mix, RFM analysis, response rate