连锁企业会员营销研究

Research of Member Marketing in Chain Enterprises

我国连锁企业营销主要存在营销意识淡薄、营销方案过于被动、缺乏竞争力、企业信息系统不支持等问题;通过建立企业自己的会员数据库和引进会员管理系统,对会员数据进行深入分析和挖掘,实现精准营销,为会员提供差异化服务,才能从根本上留住会员,提升企业整体的营销效果。

As for the marketing of chain enterprise in our country, the present state is lack of marketing conscious- ness, passive marketing programs, weak competitiveness, nonsupport of enterprise information system, and so on. A company should establish its own membership database and introduce membership management system. It＇s imperative to deeply analyze and study the membership data, then the company provides different people with different services to keep the members and to enhance the overall marketing effectiveness.