零售会员卡的发行现状和功能探讨

发布时间：2018-01-15 13:32

本文关键词：零售会员卡的发行现状和功能探讨　出处：《华东师范大学》2014年硕士论文　论文类型：学位论文

【摘要】：随着零售竞争越发激烈,商家纷纷发行会员卡,希望以此为营销工具,开展自己的“圈地运动”,维护老顾客,吸引新顾客。但是,在实际运营过程中,效果并非如此,商家往往在会员卡上的投入,并没有给生意带来更好的利润。究其原因,主要是以下几点,首先商家并没能有效的识别自己的会员,导致营销采用的机制并没有被消费者所买账,也就是“被圈住的顾客”并没有牢牢的黏在特定商家的领地。其次,零售商家,尤其是大型超市,往往覆盖面广,在全国运营过程中没能成功的做好各层级城市的运营区别工作。与此同时,在会员利益提供方面,商家往往忽略情感与服务因素,对价格的杠杆单纯的理解为直接降低价格,导致不但损了毛利,还伤了自身的品牌形象。本文将从消费者态度入手,对消费人群进行划分,帮助商家识别自己的会员群体。并且提出从更多情感、附加值出发,跳出价格白刃战的怪圈。
[Abstract]:As retail competition intensifies, businesses are issuing membership cards in the hope that they will use it as a marketing tool to launch their own "land enclosure" campaign to maintain old customers and attract new customers. However, in the actual operation process. The effect is not so, businessmen tend to invest in membership cards, and do not bring better business profits. The main reasons are the following: first of all, the business has not been able to effectively identify their own members, resulting in the mechanism of marketing has not been bought by consumers. That is, the "trapped customer" is not firmly attached to the territory of a particular business. Second, retailers, especially large supermarkets, tend to have a wide coverage. In the national operation process failed to do a good job in the operation of different levels of the city. At the same time, in the interests of members, businesses often ignore the emotional and service factors. A simple understanding of price leverage is to directly reduce prices, resulting in not only gross margins, but also their own brand image. This article will start from the consumer attitude, the consumer crowd carries on the division, helps the merchant to identify own member group, and proposes from more emotion, the additional value starts, jumps out the price blade war strange circle.
【学位授予单位】：华东师范大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F724.2;F224

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