北京李宁体育用品有限公司会员制营销及其对策研究

发布时间：2018-01-17 13:08

本文关键词：北京李宁体育用品有限公司会员制营销及其对策研究　出处：《河北大学》2017年硕士论文　论文类型：学位论文

【摘要】：中国是个体育大国,随着中国人民群众生活水平的提高和体育消费意识的增强,中国的体育品牌李宁牌在市场环境中孕育而生,并不断发展壮大,2004年6月成功在香港上市。经过二十多年的探索,李宁公司已逐步成为代表中国的、国际领先的运动品牌公司。但是在国内运动服饰品牌不断增多,国际品牌不断进驻国内的今天,曾经一度处于国内行业领军地位的李宁品牌受到了极大地冲击,在全国各地李宁品牌忠诚度受到挑战,零售业的品牌正在进行大幅度重组。而随着市场竞争的日益激烈,各个企业之间的竞争早已经超出商品竞争的范畴,进而上升为会员资源、品牌与服务的竞争,其中会员资源的竞争是企业竞争的重中之重。因此,如何真正了解会员需求,有针对性的为会员提供优质的服务,从而赢得忠诚的会员群体,尽可能的提升企业的会员规模和会员资源品质,是企业必须面对和研究的课题。本文以北京李宁体育用品有限公司会员制为例,在对其会员制运行现状数据分析的基础上,从会员制管理架构、数据化管理系统、企业品牌文化植入、会员互动式交流、会员差异化服务及网络平台利用六个方面指出李宁公司的会员制营销存在的问题。本文认为,在李宁公司的销售业绩中由会员制营销所做出的贡献并不突出,会员制营销还远未发挥其应有的作用。针对李宁公司的会员制营销现状及所存在的具体问题,本文提出改进策略,认为李宁公司首先应该建立完善的会员制管理体制、加强会员制数据化管理、加速会员系统模块开发、利用互联网新技术与资源来健全会员制营销系统,同时增加会员的互动沟通渠道及会员的差异化服务,内外合力完善李宁公司会员制营销策略,从而提升会员的满意度,提高企业竞争力。
[Abstract]:China is a sports superpower, with the increasing living standards of the masses of the people and Chinese sports consumption consciousness, China sports brand Lining brand in the market environment of birth, and development, successfully listed in Hongkong in June 2004. After more than 20 years of exploration, the Li Ning Co has gradually become the representatives of Chinese, international leading sports Brand Company. But the rise in domestic sportswear brands, international brands in today's China, once in the domestic industry's leading brand of Lining has been greatly challenged by the impact, in the country of Lining brand loyalty, the retail brand is a substantial restructuring. But with the increasingly fierce market competition, the the competition between enterprises has already exceeded the commodity competition category, and then rise to the member resources, brand and service competition, which will Member of resource competition is the priority among priorities of enterprise competition. Therefore, how to truly understand the needs of members, for members to provide quality service, to win the loyalty of a member of the group, as members of the scale and quality may enhance corporate member resources, is the enterprise must face and study in Beijing. Lining Sports Company Limited membership as an example, based on the analysis of the status quo of membership data, from membership management architecture, data management system, the enterprise brand culture into interactive communication, membership, membership and differentiated service network platform through six aspects and points out the existing problems of the membership marketing Li Ning Co this paper argues that in the Li Ning Co of membership in the sales marketing contribution is not outstanding, membership marketing has not play its due role. According to the Li Ning Co The specific problem situation and existing members of the marketing system, this paper puts forward improvement strategies, believes that the Li Ning Co should first establish the membership management system, strengthen the membership data management, accelerate the membership system module development, the use of new Internet technology and resources to improve the membership marketing system, while increasing the differentiated service members of interactive communication channels and members of the internal and external force to improve the Li Ning Co membership marketing strategy, so as to enhance the satisfaction of members, improve the competitiveness of enterprises.

【学位授予单位】：河北大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F426.8

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