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| 泉州新天城市广场购物中心会员制营销策略研究 内 容 摘 要 本文以泉州新天城市广场购物中心为例，从客户满意度视角切入，引入忠诚度要素，分析从提升会员客户满意度、忠诚度方面展开营销分析。综合全文分析，对泉州新天城市广场购物中心的会员满意度调查显示，会员专享商品、会员服务、会员沟通、会员服务四个维度在满意度调查中评分较低。在问题梳理中，总结泉州新天城市广场购物中心会员制营销的主要问题为会员制营销系统数据分析功能不足、会员专享商品亟待完善、会员制营销活动单一、购物便利性不足、会员互动沟通频率低。基于问题导向，本文提出泉州新天城市广场购物中心的会员制营销策略建议，提出建立会员 APP、加速会员吸纳、挖掘会员大数据、实施营销创新、扩大积分兑换的品类、建立面向会员的自有品牌、会员细分和保留、会员商品的折扣优惠组合、开展多样化会员主题活动、建立顾客偏好的沟通模式、优化内部购物体验、推出更多的便民服务等方面的建议。 关键词：泉州新天地；会员制；营销策略；购物中心 Research on membership marketing Strategy of Quanzhou Xintian City Plaza Shopping Center Abstract This paper takes Quanzhou Xintian City Plaza shopping center supermarket as an example,starts from the perspective of customer satisfaction, introduces loyalty factors,and analyzes the marketing analysis from the aspects of improving customer satisfaction and loyalty of members. Based on the full text analysis,the member satisfaction survey of Xintian City Plaza shopping Center in Quanzhou shows that the four dimensions of exclusive goods, member services, member communication and member services score low in the satisfaction survey. In sorting out the problems,the main problems of membership marketing of Quanzhou Xintian City Plaza shopping Center are summarized as follows: the lack of data analysis function of membership marketing system, the urgent need to improve the exclusive products enjoyed by members, the single membership marketing activities, the insufficient shopping convenience, and the low frequency of members' interaction and communication. Based on problem oriented, this paper proposes the heavens of quanzhou city square shopping center membership marketing strategy suggestion, proposed member APP, accelerate absorbing, big data mining member,carry out marketing innovation, expanding points for the category,set up for member's own brand, and retention of segment,the member of goods discount combination, various member theme activity, to set up customers preferred communication mode, optimizing the internal shopping experience, advances the suggestion that more convenient service, etc. Key words: Quanzhou; Member marketing;Shopping center Comment by un coca: Marketing M要大写；C要大写 目 录 一、引言 1 （一）研究背景 1 （二）研究意义 1 二、研究综述 2 （一）国外研究 2 （二）国内研究 3 （三）总结 3 三、泉州新天城市广场购物中心的会员制营销调查 3 （一）泉州新天城市广场购物中心 3 （二）调查设计与实施 4 （三）调查结果 5 1.会员基本信息 5 2.会员满意度 6 3.会员忠诚度 8 四、泉州新天城市广场购物中心会员制营销的问题 9 （一）会员制营销系统数据分析功能不足 9 （二）会员专享商品种类亟待完善 10 （三）会员制营销活动单一 10 （四）购物便利性不足、会员互动沟通频率低 11 五、泉州新天城市广场购物中心会员制营销的建议 11 （一）建立会员APP、挖掘会员数据价值 11 1.建立会员 APP、加速会员吸纳 11 2.挖掘会员大数据、实施营销创新 12 （二）扩大会员专享商品品类 12 1扩大积分兑换的品类 13 2自有品牌建设策略 13 （三）丰富会员专项活动 13 1会员细分和保留 13 2会员商品的折扣优惠组合 14 3会员主题活动 14 （四）加强会员互动沟通、提升会员体验 15 结 论 15 参考文献 16 |
