Z公司会员制营销策略研究

发布时间：2018-01-26 11:44

本文关键词： 会员制营销零售企业忠诚度 4C理论　出处：《东华大学》2016年硕士论文　论文类型：学位论文

【摘要】：随着零售业市场竞争的愈演愈烈,企业对消费者的争夺显得尤为重要,市场营销战略逐步由以市场为中心转移成以客户为中心。为了维持长期获利,企业在积极开发新客户的同时,必须努力维持与现有客户的良好关系。而维护与现有客户的关系,提高顾客满意度与忠诚度,以会员制为代表的关系营销理念已日益深入人心。近年来,会员制营销在中国也得到快速发展,尤其在零售企业,消费者购买频率高,需要大量长期稳定的客户群。通过会员制营销,企业可以了解会员的消费行为,将资源投入在对企业最有贡献的顾客身上,实时满足客户需求达到精准营销,更进一步提升顾客的终身价值。本文在对会员制营销相关理论及文献进行回顾的基础上,以Z公司为研究对象,结合PEST方法对Z公司的经营现状、营销环境及市场定位进行了分析。从4C理论的满足消费者需求、提高消费者便利、实现消费者总成本最优和建立双向沟通与互动四个层面,对Z公司现行的会员制营销策略进行了总结与归纳。运用问卷调查的方法,从会员需求、会员便利性、会员优惠和会员沟通渠道四个方面对Z公司开展会员制营销的效果进行了调研。基于针对219位会员的问卷调查,发现了Z公司在会员制营销中所存在的问题与挑战。针对上述研究所发现的问题与挑战,结合Z公司当前的发展现状,对Z公司及传统零售行业开展会员制营销分别提出了有针对性的建议与对策,以期达成企业利润最优和顾客满意的双重目的。
[Abstract]:With the fierce competition in the retail market, the competition for consumers by enterprises is particularly important. The marketing strategy has gradually shifted from market-oriented to customer-centric, in order to maintain long-term profits. While actively developing new customers, enterprises must strive to maintain a good relationship with existing customers, and maintain relationships with existing customers to improve customer satisfaction and loyalty. The concept of relationship marketing, represented by membership system, has become increasingly popular. In recent years, membership marketing has also developed rapidly in China, especially in retail enterprises, where consumers buy more frequently. Need a large number of long-term stable customer base. Through membership marketing, enterprises can understand the consumption behavior of members, put resources into the most contribution to the enterprise customers, real-time customer needs to achieve accurate marketing. On the basis of reviewing the theory and literature of membership marketing, this paper takes Z Company as the research object, and combines the PEST method to Z Company's management status. Marketing environment and market positioning are analyzed. From 4C theory to meet consumer needs, improve consumer convenience, achieve the optimal total cost of consumers and establish two-way communication and interaction. This paper summarizes and induces the current marketing strategy of membership system in Z Company, and applies the method of questionnaire to analyze the demand of members and the convenience of members. This paper investigates the effect of membership marketing in Z Company from four aspects of membership preference and communication channel. Based on the questionnaire survey of 219 members. Found Z company in membership marketing problems and challenges. In view of the above-mentioned research found problems and challenges, combined with Z company's current development situation. This paper puts forward some suggestions and countermeasures for Z Company and traditional retail industry to carry out membership marketing in order to achieve the double purpose of profit optimization and customer satisfaction.
【学位授予单位】：东华大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F274;F721.7

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