张北县野菜夫人生态农场会员制营销模式研究

Research on the membership marketing model of Yecaifuren Ecological Farm of Zhangbei County

为了探究野菜夫人生态农场的运营状况,利用实地调查的研究方法从其产品和会员制建立过程以及如何运营出发对野菜夫人农场的会员制进行研究。研究发现农场会员制具有较为稳定的客户源、较低的营销成本、较高的产品质量等优势,也发现会员制在快递、会员流失、竞争压力等方面的问题,并提出相应措施。会员制营销模式是野菜夫人农场运营的关键,会员制如何发挥其作用对农场发展至关重要。

In order to explore the operation status of Yecaifuren Ecological Farm,this research studied the membership system of Yecaifuren Ecological Farm from the perspective of its product,the membership system establishment process and farm operation.The study found that the farm membership system has advantages like relatively stable source of customers,lower operating costs,and higher quality product.There were also some problems in express delivery,member lose and competitive pressure of the membership system,and we put forward the corresponding measures.Membership marketing model is the key to the operation of Yecaifuren Ecological Farm.It is vital for the farm to take advantage of membership.