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1、 目 录 绪论 （1）一 会员制营销的概念 （1）（一）会员制营销的定义和特征 （1）（二）会员组织对于顾客的功能 （1）（三）会员制对于企业的营销功能 （1）二 会员制的双赢之道（2）（一）会员制能为顾客带来什么 （2）（二）会员制为企业带来的核心利益 （3）（三）会员制对企业起到的主要营销作用 （4）三 顾客忠诚度研究（5）（一）客户忠诚的四个层次 （5）（二）提高客户忠诚度的价值 （5）（三）会员制对培养客户忠诚度的影响 （6）四 我国企业会员制营销的主要现状和问题研究（7）（一）会员感觉被会员“卡住 （7）（二）非会员感觉被歧视 （8）（三）会员利益组合单调 （8）（四）对会员的服务深
2、度不够 （8）（五）会员营销可能带来的商业道德问题 （8）五 会员制营销实现的途径（9）（一）构建会员沟通的平台 （9）（二）设计会员体系和计划（10）（三）会员数据库的建立与管理（11）六 案例分享 （12）（一）普生大药房会员制的演变（12）（二）“金象”服务多元化+人情味（13）结论（14）参考文献（15）会员制营销在我国企业营销实践的应用案例分析摘 要随着社会的发展，会员制营销在零售业、服务业等得到了广泛的运用，被实践证明是行之有效的商业营销方式。但是，会员制营销在其发展的过程中，并未取得商家所预期的效果。我国的会员制营销相当落后。本文以会员制营销的概念为基础分析会员制营销对于客户和企
3、业的双赢，会员制营销的实现途径，顾客忠诚度等，为总结会员制营销在中国发展的现状和弊端设下理论依据。并根据理论知识与实践案例进行结合，总结出会员制营销在中国发展的现状和弊端以及会员制营销在我国企业发展的对策。【关键词】会员制营销会员计划会员组织Membership marketing practices in China Case Study ApplicationAbstractWith the development of society, membership-based marketing in the retail, service industries has been widely
4、 used, has been proven to be effective business marketing. However, membership-based marketing in its development process, did not achieve the desired business results found. Chinas membership marketing mind rather backward. In this paper, the concept of membership marketing, membership-based market
5、ing for the basic analysis of the model, members of the Organizations programs, membership-based marketing team, customer relationship among members, members of the database under the new system, in order to sum up a membership marketing in Chinas development Status and disadvantages set theory.In t
6、his paper, the concept of membership marketing, membership marketing, based on analysis of the development of a variety of factors. And in accordance with the theory and practice of knowledge and to combine the cases, summarized Affiliate marketing in Chinas development status and drawbacks, as well
7、 as membership-based marketing, business development in Chinas response.【Key Words】 Membership MarketingMembership PlanMember Organizationstheir own conditions to develop the correct road, the maximum to avoid investment risk, gain profit.(three) vigorously promote the brand. To establish brand awar
8、eness, awareness of the use of brand, brand value, brand acquisition performance, enhance the competitive strength. Concentrated manpower, careful planning, packaging and publicity of a number of unique, market influence and coverage of the brand, the implementation of key breakthroughs, to enhance
9、the competitive strength, walking business road the competition of alienation and characteristics, the pursuit of stability and development of the market.(four) to promote the integration of resources. To further broaden their horizons, effective integration of resources within the group, the city r
10、esources, other industries and regional resources, mutual trust, mutual benefit, seeking win-win principle, in the framework of national policies and regulations, strict inspection and argumentation, legal consultation, examination and approval procedures, strict regulation of economic activities, a
11、ttract injection the social investment to the industry group, to achieve leveraging the development, ensure that the value of state-owned assets.(five) to strengthen the construction management personnel. Strengthen the management of education and training of cadres and workers of the existing busin
12、ess, firmly establish the concept of the market, enhance the sense of crisis to adapt to market competition, the sense of urgency, improve the ability to respond to market competition, improve management and operation of the market. At the same time, according to the need of industrial development,
13、vigorously the introduction of high-quality management management personnel, and strive to build a high-quality professional management team, hard work, and promote the entire workforce knowledge structure, age structure, structure optimization and upgrading ability, enhance core competitiveness, adapt to the need of market competition.(six) seriously study the policy for policy. Serious research about social support the development of cultural undertakings in the country and the XX policy, especially the policy of industrial development, financial investme
