本文關(guān)鍵詞： 會(huì)員管理 精確營(yíng)銷 合生元嬰幼兒配方奶粉 會(huì)員營(yíng)銷模式　出處：《廣東財(cái)經(jīng)大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：在時(shí)代不斷發(fā)展和進(jìn)步的同時(shí),信息技術(shù)逐步實(shí)現(xiàn)革新,移動(dòng)互聯(lián)網(wǎng)同樣逐步實(shí)現(xiàn)普遍的運(yùn)用,人們的消費(fèi)行為和過去有了顯著的差異。消費(fèi)者與零售企業(yè)聯(lián)系在一起的時(shí)間不長(zhǎng),而且接觸地點(diǎn)不夠嚴(yán)格,呈現(xiàn)出購(gòu)物途徑多元化、購(gòu)物時(shí)間碎片化、消費(fèi)需求個(gè)性化以及購(gòu)物空間移動(dòng)化等基本消費(fèi)屬性。在這種情況下,精準(zhǔn)營(yíng)銷以及會(huì)員管理逐步獲得業(yè)界的更多關(guān)注,不管是對(duì)于研究領(lǐng)域來說,還是對(duì)于零售運(yùn)營(yíng)來說,均對(duì)其引起了更高的重視。同時(shí),“大數(shù)據(jù)”技術(shù)逐步出現(xiàn),并且獲得迅速的發(fā)展。麥肯錫研究機(jī)構(gòu)通過進(jìn)行分析得出,“大數(shù)據(jù)”慢慢變成生產(chǎn)要素的重要組成部分,借助于新力量促進(jìn)生產(chǎn)率實(shí)現(xiàn)進(jìn)一步的提升,為競(jìng)爭(zhēng)以及創(chuàng)新的新領(lǐng)域。新的技術(shù)的出現(xiàn)以及發(fā)展使其更加具備發(fā)展活力,發(fā)展空間更加的廣闊。在這種情況下,怎樣抓住“互聯(lián)網(wǎng)+零售”的機(jī)會(huì),促進(jìn)零售行業(yè)實(shí)現(xiàn)轉(zhuǎn)型升級(jí),為零售企業(yè)需要引起足夠重視的問題。合生元公司是進(jìn)行全面的育兒規(guī)劃供給為主要業(yè)務(wù)的公司,實(shí)際進(jìn)行運(yùn)營(yíng)和發(fā)展的過程當(dāng)中,提供的產(chǎn)品有嬰幼兒配方奶粉、益生菌、洗護(hù)系列、多種營(yíng)養(yǎng)食品等。隨著時(shí)間的進(jìn)一步推移,公司在市場(chǎng)當(dāng)中所面臨的競(jìng)爭(zhēng)進(jìn)一步加劇,為了始終保持足夠的競(jìng)爭(zhēng)力,留住老客戶,同時(shí),不斷開拓新的發(fā)展空間,公司需要做出更多的努力,積極采取相應(yīng)的應(yīng)對(duì)舉措和辦法,進(jìn)行科學(xué)合理應(yīng)對(duì)。所以,怎樣借助于互聯(lián)網(wǎng)時(shí)代的營(yíng)銷方法,從而使得合生元公司當(dāng)中所有產(chǎn)品在市場(chǎng)當(dāng)中的競(jìng)爭(zhēng)力獲得提升,就變得極為關(guān)鍵。本文基于大數(shù)據(jù)和O2M全渠道營(yíng)銷分析,針對(duì)合生元嬰幼兒配方奶粉展開會(huì)員營(yíng)銷模式的研究,分析其會(huì)員營(yíng)銷中存在的不足,通過研究發(fā)現(xiàn)合生元公司在精準(zhǔn)營(yíng)銷上存在很多問題,例如:賣場(chǎng)營(yíng)銷費(fèi)用過高、缺乏優(yōu)秀營(yíng)銷人才和對(duì)大數(shù)據(jù)先進(jìn)技術(shù)運(yùn)用不足等,并且這對(duì)這些問題推出解決的對(duì)策,從而探索實(shí)現(xiàn)零售企業(yè)的升級(jí)轉(zhuǎn)型路徑。
[Abstract]:In the era of continuous development and progress at the same time, information technology gradually realize innovation, mobile Internet is also gradually realizing universal use. There are significant differences between people's consumption behavior and the past. Consumers and retail enterprises are not linked together for a long time, and contact places are not strict enough, showing a variety of shopping channels, shopping time fragmentation. In this case, precision marketing and member management gradually get more attention from the industry, whether for the field of research. At the same time, the "big data" technology gradually emerged, and made rapid development. McKinsey Research Institute through analysis found. "big data" slowly became an important part of production factors, with the help of new forces to promote productivity to achieve further improvement. New fields of competition and innovation. The emergence and development of new technologies make them more dynamic and have a wider space for development. In this case, how to seize the opportunity of "Internet retail". To promote the retail industry to achieve transformation and upgrading, for the retail enterprises need to draw sufficient attention to the issue. The company is a comprehensive parenting planning supply for the main business of the company. In the actual operation and development process, the products provided are infant formula, probiotics, washing and protection series, a variety of nutritious foods and so on. As time goes on. In order to maintain sufficient competitiveness and retain old customers, the company needs to make more efforts to continuously open up new development space. Actively take corresponding measures and measures to deal with the scientific and reasonable. Therefore, how to use the Internet era of marketing methods. In order to improve the competitiveness of all products in the market, it becomes extremely critical. This paper based on big data and O2M all channel marketing analysis. According to the research of the member marketing model of Hisheng Yuan infant formula, the deficiency of its member marketing is analyzed. Through the research, it is found that there are many problems in precision marketing of Hisheng Yuan Co., Ltd. For example, the high cost of marketing, the lack of excellent marketing talents and the lack of application of big data's advanced technology, and so on, and this puts forward solutions to these problems, so as to explore the way to achieve the upgrading and transformation of retail enterprises.
【學(xué)位授予單位】：廣東財(cái)經(jīng)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F426.82;F274

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