http://www.iaeme.com/IJM/index.asp 784 editor@iaeme.com International Journal of Management (IJM) Volume 11, Issue 8, August 2020, pp. 784-790, Article ID: IJM_11_08_070 Available online at http://www.iaeme.com/IJM/issues.asp?JType=IJM&VType=11&IType=8 ISSN Print: 0976-6502 and ISSN Online: 0976-6510 DOI: 10.34218/IJM.11.8.2020.070 © IAEME Publication Scopus Indexed OPTIMIZING SHOPPING MALL DORMANT VIP CUSTOMER PROMOTION DECISIONS WITH BACK PROPAGATION NEURAL NETWORKS PREDICTION MODEL Kuo-Yan Wang and Jing Yu School of Economics and Management, Guangdong University of Petrochemical Technology, Maoming, Guangdong, China ABSTRACT To avoid the inaccuracy and cognitive bias of the existing customer retention predictive model, a robust database with sufficient mining techniques have attracted great attention in the field of consumer research, especially in the optimization of retailing business decisions. However, choosing optimum promotion decisions that maximize the retailer profit while minimizing advertising costs are still a challenging task. By minimizing mall costs and maximizing the revisit intention of the target dormant VIP customer, this study utilizes an intelligent and convenience model based on back propagation neural networks to organize a large-scale shopping mall objective when constructing the publicity solution. When compared to the previous non-differentiation strategy, the proposed back propagation neural networks prediction model helped the mall reduce overall advertising costs by 66.2% while precisely measuring and awakening the dormant VIPs with 90%. Key words: Back propagation neural networks, dormant customer, predictive model, promotion expense Cite this Article: Kuo-Yan Wang and Jing Yu, Optimizing Shopping Mall Dormant VIP Customer Promotion Decisions with Back Propagation Neural Networks Prediction Model, International Journal of Management, 11(8), 2020, pp. 784-790. http://www.iaeme.com/IJM/issues.asp?JType=IJM&VType=11&IType=8 1. INTRODUCTION Globalization and highly homogenized industry development have made the retailing business fiercely competitive. Finding excellent customers, which means those who visit and purchase frequently, is of vital importance for improving sales and the efficiency of various measures taken to target customers [1]. Keeping these premium patrons, however, is more significant for the goodwill maintenance of a firm. VIP customers, in particular, are an interesting market segment because they have relatively different behaviors compared to the regular segments of