创维酷开商城会员制营销研究

发布时间：2018-03-15 23:09

本文选题：创维酷开商城　切入点：电子商务　出处：《华中科技大学》2013年硕士论文　论文类型：学位论文

【摘要】：三网融合技术进入实质性的战略实施，推动了电视产业的快速发展，新概念电视终端走入普通家庭，由此带动了电视增值服务市场的发展。在有明确潜在用户和服务需求的情况下，增值服务B2C商城选择采用会员制营销势在必行。本文以创维酷开商城电视增值服务B2C电子商务网站为研究背景，，探索如何在这个平台上开展会员制营销。本文首先对创维酷开商城现状进行了分析，创维酷开商城针对的主要消费人群为电视机用户，互联网电视、高清电视、3D电视、智能电视、云电视等电视的各种新型功能触发了人们对电视增值服务的需求，基于电视机的在线影视、在线搜索、在线游戏等功能需要相应的内容服务和配件产品支持。创维酷开商城选择采用会员制营销，一方面加强电视用户与创维酷开商城的互动，提高用户使用增值服务的粘性，同时期望能在用户中间形成品牌效应和口碑宣传；另一方面通过建立CRM客户管理系统和会员服务准则，进行精细化的会员数据营销；其次根据会员对服务的需求，提升公司新产品的开发能力和服务能力。本文根据创维酷开商城的特点及会员的特点，设计了适合于创维酷开商城的会员制营销方案：通过对现有创维体系的电视用户数据的收集整理分析，建立了会员服务准则和会员管理制度；通过对会员等级管理，明确会员等级和会员权益，针对不同的会员采取不同的营销方式和手段；根据电子商务的特点及用户购物需求，建立网站体验提升计划，真正达到创维酷开商城成为最全面的家电产品体验中心的目的。最后对创维酷开商城在实施会员制营销计划的过程中可能遇到的问题和需要改进的地方做了分析和总结。
[Abstract]:The integration of three networks into the substantive implementation of the strategy has promoted the rapid development of the television industry, and the new concept of television terminals has entered ordinary families. This has led to the development of the market for value-added television services. When there are clear potential users and service needs, It is imperative for B2C Mall to choose membership marketing. Based on B2C e-commerce website, this paper explores how to develop membership marketing on this platform. This paper first analyzes the current situation of Skyworth Cool Mall. The main consumers are TV users, Internet TV, HDTV 3D TV, Intelligent TV. Various new features of TV, such as cloud television, have triggered the demand for value-added television services, such as television-based online film and television, online search, Online games and other functions need the corresponding content services and accessories product support. Skyworth has chosen to use membership marketing. On the one hand, it strengthens the interaction between TV users and Skyworth Mall, and increases the stickiness of users' use of value-added services. At the same time, we hope to form brand effect and word-of-mouth publicity among the users; on the other hand, through the establishment of CRM customer management system and member service guidelines, we can conduct detailed data marketing of members; secondly, according to the service needs of members, Improve the company's new product development and service capabilities. According to the characteristics of Skyworth Coolco Mall and the characteristics of its members, This paper designs a membership marketing scheme suitable for Skyworth Kukai Mall: through the collection and analysis of TV user data of existing Skyworth system, it establishes the membership service standard and membership management system, and through the management of member level, Make clear member grade and member rights and interests, adopt different marketing methods and means for different members, set up website experience promotion plan according to the characteristics of e-commerce and customer's shopping needs, Finally, the paper analyzes and summarizes the problems that may be encountered in the process of implementing membership marketing plan and the places needing improvement.
【学位授予单位】：华中科技大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.6

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