Y连锁酒店公司会员精准营销研究

发布时间：2018-03-25 16:39

本文选题：会员制营销　切入点：精准营销　出处：《中国地质大学(北京)》2017年硕士论文

【摘要】：随着市场竞争愈加激烈,越来越多的企业更加重视顾客忠诚度和复购率的维护,重视营销性价比的提升,会员精准营销的应用越来越广,但大多企业的会员营销仍处在入门阶段。学界对于相关理论的研究系统性不强,具体指导性的方法仍由各企业在实际运用中摸索。本文通过采用文献综述法、实证分析法、定性与定量结合等方法对一家连锁酒店公司(以下简称Y公司)开展会员制营销的调查研究。提出并详细分析了该企业在会员精准营销的“数据源建设、用户分类、营销策略手段、营销效果分析”四个关键点的现状并分析发现问题、提出改进建议。数据源建设的研究中,通过实地调查,根据Y公司目前内部、外部数据源的建设现状,分析指出其在内部数据源的规范性和外部数据源的来源匮乏性问题并提出改进建议。用户分类方面,指出Y公司目前的用户分类方式不够丰富。提出了新分类方式并对其数据库筛选条件提出了优化建议。营销策略手段部分,梳理了Y公司当前“扩大营收、扩大会员基数、提升客户忠诚度”三大营销策略和具体的实施手段。同时重点对客户忠诚度策略中的沉睡会员唤醒部分作出剖析,针对Y公司利用数据库识别沉睡会员时“即时性不足”的问题提出了“逆向条件识别法”的改进建议,并进一步提出了沉睡用户唤醒五步法。最后的营销效果分析部分,通过利用Y公司的数据,对集对分析如何应用于营销评估做了详细的全过程阐述,在过程中对传统集对分析中,涉及成本因素评估时的做法提出了补充。通过上面内容的分析及研究改进措施,本文可以指导帮助连锁酒店企业快速建立会员精准营销的框架并在关键点上打下扎实的基础。
[Abstract]:With the increasingly fierce competition in the market, more and more enterprises pay more attention to the maintenance of customer loyalty and repeat purchase rate, the promotion of marketing performance and price ratio, and the application of member precision marketing more and more widely. However, the member marketing of most enterprises is still in the introductory stage. The academic research on the relevant theories is not systematic, and the specific guiding methods are still groped by the enterprises in practice. This paper adopts the literature review method, the empirical analysis method, The qualitative and quantitative methods are used to investigate and study the membership marketing of a chain hotel company (hereinafter referred to as Y Company). The paper puts forward and analyzes in detail the "data source construction, user classification," in the accurate marketing of the members of the enterprise. Marketing strategy means, marketing effect analysis "four key points of the current situation and analysis of problems found, put forward suggestions for improvement. Data source construction research, through field investigation, according to Y company's current internal and external data source construction status quo," It points out the normative nature of internal data sources and the scarcity of sources of external data sources and makes recommendations for improvement. This paper points out that the current user classification method of Y Company is not rich enough, puts forward a new classification method and puts forward some optimized suggestions on the screening conditions of its database. The part of marketing tactics and means, combs Y Company's current "expansion of revenue and expansion of membership base". Promoting customer loyalty "three marketing strategies and specific means of implementation. At the same time focusing on the customer loyalty strategy in the sleeping member wake up part of the analysis," Aiming at the problem of "instant deficiency" of identifying sleeping members in Y Company by using database, this paper puts forward some suggestions for the improvement of "reverse condition recognition", and further puts forward a five-step method to wake up sleeping users. Finally, the analysis of marketing effect is made. By using the data of Y Company, this paper describes in detail how the set pair analysis is applied to the marketing evaluation, and in the process of the traditional set pair analysis, Through the analysis of the above contents and the research and improvement measures, this paper can guide the hotel chain enterprises to quickly establish the accurate marketing framework of members and lay a solid foundation on the key points.
【学位授予单位】：中国地质大学(北京)
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F719.2;F274

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