新世界百货VIP客户细分和营销策略研究

发布时间：2018-03-25 03:16

本文选题：客户细分　切入点：关系营销　出处：《华东理工大学》2015年硕士论文

【摘要】：国家改革开放的进一步深入,人们不仅生活、收入水平有了显著的提高,看事物的眼光及眼界也变的更挑剔更宽阔,希望商品有更多的选择性。同时外部市场竞争的日益激烈,导致整个百货业商品同质化比例高达83.5%。面对如此高的同质化比例,消费者越来越挑剔的口味及服务,商场拿什么来吸引自己的客户,留住客户变得至关重要。新世界百货虽然拥有众多的VIP客户,但是VIP客户质量的降低,活卡率日益下降都是摆在新世界百货面前的一个急迫的课题。首先,本文从客户细分和营销策略方法出发,结合当前新世界百货VIP客户的实际情况,对现有VIP客户的客户价值进行有效细分,找出对新世界百货最有价值及最有潜力的VIP客户。然后,对这些客户的年龄、家庭情况、职业等个人信息做详细的分类。最后,了解哪些是有价值的VIP客户后,我们针对VIP客户的消费能力将VIP等级做了重新划分,取消无门槛的普卡来提高VIP客户的质量,增加黑金卡来吸引更多中层客户。在对VIP客户外在信息进行分类后,可以更有效的制定VIP推广活动及权益。比如因为女性客户的比例大幅领先,可以针对女性VIP客户开展抢鞋日,美妆课程等营销活动来提高客户的忠诚度及满意度。只有真正了解自己的客户才能制定适合客户的营销策略,也才能留住客户。本文不仅对新世界百货VIP客户营销策略具有实践指导意义,同时对其他零售行业或服务业有具有一定的参考意义。
[Abstract]:With the further deepening of the country's reform and opening up, people not only live in life, their income level has been significantly improved, their vision and outlook on things have also become more selective and wider, and they hope that commodities will have more selectivity. At the same time, the competition in the external market is becoming increasingly fierce. As a result, the proportion of merchandise homogenization in the whole department store is as high as 83.5%. In the face of such a high proportion of homogenization, consumers are becoming more and more picky about their tastes and services. What do shopping malls use to attract their customers? It is very important to retain customers. New World Department Store has many VIP customers, but the deterioration of VIP customer quality and the declining rate of live cards are urgent issues in front of New World Department Store. First of all, based on the methods of customer segmentation and marketing strategy, combined with the actual situation of VIP customers in the new world, this paper effectively subdivides the customer value of existing VIP customers. Identify the most valuable and potential VIP customers for the New World Department Store. Then, make a detailed breakdown of these customers' personal information about their age, family status, occupation, etc. Finally, find out which VIP customers are valuable, We reclassified the VIP rating according to the consumption power of VIP customers, removed the non-threshold universal card to improve the quality of VIP customers, and added black gold cards to attract more middle-level customers. After classifying the external information of VIP customers, You can more effectively develop VIP promotion activities and rights and interests. For example, because the proportion of female customers is significantly ahead, you can launch shoe-snatching days for female VIP customers. Make up courses and other marketing activities to improve customer loyalty and satisfaction. Only when you really know your customers can you develop a suitable marketing strategy and retain customers. This paper not only has practical guiding significance to the new world department store VIP customer marketing strategy, but also has certain reference significance to other retail industry or service industry.
【学位授予单位】：华东理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F721

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