山东银座商城VIP客户营销战略研究

发布时间：2018-01-08 10:33

本文关键词：山东银座商城VIP客户营销战略研究　出处：《西安科技大学》2015年硕士论文　论文类型：学位论文

【摘要】：VIP客户营销起源于20世纪80年代中期,20世纪90年代以后逐渐得到各大企业的高度重视,进入21世纪以后零售企业也已经开始关注吸引和发现潜在客户和留住最有价值的客户。VIP客户营销是指企业将在本企业消费最多的一批客户称为会员,并将他们看作是一个尊贵特别的客户群体,并向他们出具代表身份象征的会员卡,这些会员卡内有客户的身份信息以及在企业的消费记录,客户在使用会员卡进行消费时企业可以提供商品或服务上的优惠,进而增强这批VIP客户的忠诚度以及后期的消费,以利于企业得到更高的利润的商业营销手段。本文从客户管理的基本理论出发,主要探讨目前VIP营销所处的瓶颈问题,并从问题入手,从多个角度进行分析和研究,在充分收集信息的基础上,针对山东银座商城营销的现状、问题及原因进行分析,通过对山东银座商城VIP客户的整体开发与管理方案的研究,进而得到解决相应问题的方案、对策。即首先需要遵循VIP客户营销的指导思想,时刻关注客户占有率、区别对待各种客户、引导客户重复消费、坚持客户导向、为满足客户需求不断完善自己,了解自己的客户、积极与客户沟通、一切以客户价值和便利为中心,然后建立完善的连锁商业VIP系统,开通网购等新的销售途径,改进促销策略、服务策略,完善自身的服务内容,与其他大型百货商业企业形成差异,做到一切为了客户,实现互利共赢的局面,以独特的优势吸引客户,以VIP客户的管理与营销为主线,以实现客户价值与提高商业利润为目标,从企业发展的角度探讨,为VIP客户创造良好的消费环境以及高质的精神享受,创建一套高效的VIP客户开发、管理与维护的综合计划,建立中国百货零售市场上以创造顾客价值为主的商业标杆模式,完善企业文化,塑造品牌,提高自身影响力,推广人性化服务,不断扩大自己的规模与优势,逐步赢取市场,走向全国。
[Abstract]:VIP customer marketing originated from the middle of 1980s to the 20th century 90s after gradually getting the attention of the major enterprises. Since 21th century, retail enterprises have also begun to focus on attracting and finding potential customers and retaining the most valuable customer. VIP customer marketing means that the enterprise will spend the most in the enterprise a group of customers called members. They are regarded as a distinguished and special group of customers, and they are given a membership card representing the status symbol, which has customer identity information and consumer records in the enterprise. Customers in the use of membership cards for consumption enterprises can provide goods or services on the preferential, thereby enhancing the loyalty of this group of VIP customers and later consumption. Based on the basic theory of customer management, this paper mainly discusses the bottleneck problem of VIP marketing at present, and starts with the problem. From a variety of angles to analyze and research, in the full collection of information on the basis of Shandong Ginza Mall marketing status, problems and reasons for analysis. Through the study of the overall development and management scheme of VIP customers in Shandong Ginza Mall, the corresponding solutions and countermeasures are obtained. That is to say, the guiding ideology of VIP customer marketing should be followed first. Always pay attention to customer share, treat customers differently, guide customers to repeat consumption, adhere to customer orientation, constantly improve themselves to meet customer needs, understand their customers, and actively communicate with customers. All take the customer value and the convenience as the center, then establishes the perfect chain commercial VIP system, opens the net shopping and so on new sale way, improves the promotion strategy, the service strategy, the consummation own service content. With other large department store business enterprises to form differences, do everything for customers, achieve win-win situation, with unique advantages to attract customers, with VIP customer management and marketing as the main line. In order to realize customer value and improve commercial profit, this paper discusses from the angle of enterprise development, creates good consumption environment and high quality spirit enjoyment for VIP customers, and creates a set of efficient VIP customer development. Management and maintenance of the comprehensive plan to establish the retail market in China to create customer value-oriented business benchmarking model to improve corporate culture mold brands improve their own influence promote humanized services. Expand oneself scale and advantage ceaselessly, win market step by step, go to countrywide.
【学位授予单位】：西安科技大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F721;F274

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