浅析会员制营销模式在我国零售企业的发展与应用

The Development and Application of Membership Marketing Model in China's Retail Enterprises

随着我国市场经济和互联网的迅猛发展,零售企业面临越来越激烈的市场竞争。赢得市场的关键在于企业能否持续获得顾客。会员制营销的根本目的就是培养顾客忠诚,从而获得顾客的长期价值。会员制从20世纪90年代进入中国已有十多年时间,但发展情况却并不乐观,尤其是会员制在零售企业应用过程中所遇到的如何积极培养会员顾客、如何维系会员顾客关系、如何落实会员的真正利益等等,这些都是会员制发展亟需要解决的问题。立足于国内外会员制营销发展现状,结合我国零售业会员制营销模式发展存在的问题,提出相应建议与对策。

With the rapid development of China＇s market economy and the Internet, retail enterprises are facing increasingly fierce market competition. Whether enterprises could continue to win customers is the key to winning the market competition. The fundamental purpose of membership marketing is to cultivate customer loyalty so as to get customers＇ long-term value. The membership system has been in China for more than ten years since its entering in 1990 s, but the development situation is not optimistic. There are still problems to be urgently settled for the development of the system especially for membership retail enterprises in terms of cultivating membership customers, maintaining the relationship with membership customers, and realizing the benefits of members. Based on the development status of membership marketing at home and abroad, combined with the problems existing in the development of China＇s retail membership marketing model, this paper puts forward corresponding suggestions and countermeasures.