本文關(guān)鍵詞：零售會員卡的發(fā)行現(xiàn)狀和功能探討　出處：《華東師范大學(xué)》2014年碩士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： 會員卡營銷 會員層次劃分 城市層級 會員附加值 情感歸屬

【摘要】：隨著零售競爭越發(fā)激烈,商家紛紛發(fā)行會員卡,希望以此為營銷工具,開展自己的“圈地運動”,維護老顧客,吸引新顧客。但是,在實際運營過程中,效果并非如此,商家往往在會員卡上的投入,并沒有給生意帶來更好的利潤。 究其原因,主要是以下幾點,首先商家并沒能有效的識別自己的會員,導(dǎo)致營銷采用的機制并沒有被消費者所買賬,也就是“被圈住的顧客”并沒有牢牢的黏在特定商家的領(lǐng)地。其次,零售商家,尤其是大型超市,往往覆蓋面廣,在全國運營過程中沒能成功的做好各層級城市的運營區(qū)別工作。與此同時,在會員利益提供方面,商家往往忽略情感與服務(wù)因素,對價格的杠桿單純的理解為直接降低價格,導(dǎo)致不但損了毛利,還傷了自身的品牌形象。 本文將從消費者態(tài)度入手,對消費人群進行劃分,幫助商家識別自己的會員群體。并且提出從更多情感、附加值出發(fā),跳出價格白刃戰(zhàn)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.
【學(xué)位授予單位】：華東師范大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F274;F724.2;F224

【參考文獻】

相關(guān)期刊論文 前4條

1 張文,羅曉沛;基于商業(yè)連鎖經(jīng)營的會員管理系統(tǒng)[J];吉林大學(xué)學(xué)報(信息科學(xué)版);2004年05期

2 高平;;會員卡定向促銷的博弈分析[J];江蘇商論;2010年10期

3 周秀玲;王信東;;顧客忠誠的驅(qū)動因素分析及培育模式探討[J];商場現(xiàn)代化;2006年12期

4 譚蓓;;企業(yè)競爭力的重要因素——顧客忠誠[J];商場現(xiàn)代化;2007年05期

，

本文編號：1428574