本文關(guān)鍵詞：北京李寧體育用品有限公司會(huì)員制營(yíng)銷及其對(duì)策研究　出處：《河北大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

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【摘要】：中國(guó)是個(gè)體育大國(guó),隨著中國(guó)人民群眾生活水平的提高和體育消費(fèi)意識(shí)的增強(qiáng),中國(guó)的體育品牌李寧牌在市場(chǎng)環(huán)境中孕育而生,并不斷發(fā)展壯大,2004年6月成功在香港上市。經(jīng)過(guò)二十多年的探索,李寧公司已逐步成為代表中國(guó)的、國(guó)際領(lǐng)先的運(yùn)動(dòng)品牌公司。但是在國(guó)內(nèi)運(yùn)動(dòng)服飾品牌不斷增多,國(guó)際品牌不斷進(jìn)駐國(guó)內(nèi)的今天,曾經(jīng)一度處于國(guó)內(nèi)行業(yè)領(lǐng)軍地位的李寧品牌受到了極大地沖擊,在全國(guó)各地李寧品牌忠誠(chéng)度受到挑戰(zhàn),零售業(yè)的品牌正在進(jìn)行大幅度重組。而隨著市場(chǎng)競(jìng)爭(zhēng)的日益激烈,各個(gè)企業(yè)之間的競(jìng)爭(zhēng)早已經(jīng)超出商品競(jìng)爭(zhēng)的范疇,進(jìn)而上升為會(huì)員資源、品牌與服務(wù)的競(jìng)爭(zhēng),其中會(huì)員資源的競(jìng)爭(zhēng)是企業(yè)競(jìng)爭(zhēng)的重中之重。因此,如何真正了解會(huì)員需求,有針對(duì)性的為會(huì)員提供優(yōu)質(zhì)的服務(wù),從而贏得忠誠(chéng)的會(huì)員群體,盡可能的提升企業(yè)的會(huì)員規(guī)模和會(huì)員資源品質(zhì),是企業(yè)必須面對(duì)和研究的課題。本文以北京李寧體育用品有限公司會(huì)員制為例,在對(duì)其會(huì)員制運(yùn)行現(xiàn)狀數(shù)據(jù)分析的基礎(chǔ)上,從會(huì)員制管理架構(gòu)、數(shù)據(jù)化管理系統(tǒng)、企業(yè)品牌文化植入、會(huì)員互動(dòng)式交流、會(huì)員差異化服務(wù)及網(wǎng)絡(luò)平臺(tái)利用六個(gè)方面指出李寧公司的會(huì)員制營(yíng)銷存在的問(wèn)題。本文認(rèn)為,在李寧公司的銷售業(yè)績(jī)中由會(huì)員制營(yíng)銷所做出的貢獻(xiàn)并不突出,會(huì)員制營(yíng)銷還遠(yuǎn)未發(fā)揮其應(yīng)有的作用。針對(duì)李寧公司的會(huì)員制營(yíng)銷現(xiàn)狀及所存在的具體問(wèn)題,本文提出改進(jìn)策略,認(rèn)為李寧公司首先應(yīng)該建立完善的會(huì)員制管理體制、加強(qiáng)會(huì)員制數(shù)據(jù)化管理、加速會(huì)員系統(tǒng)模塊開(kāi)發(fā)、利用互聯(lián)網(wǎng)新技術(shù)與資源來(lái)健全會(huì)員制營(yíng)銷系統(tǒng),同時(shí)增加會(huì)員的互動(dòng)溝通渠道及會(huì)員的差異化服務(wù),內(nèi)外合力完善李寧公司會(huì)員制營(yíng)銷策略,從而提升會(huì)員的滿意度,提高企業(yè)競(jìng)爭(zhēng)力。
[Abstract]:China is a sports superpower, with the increasing living standards of the masses of the people and Chinese sports consumption consciousness, China sports brand Lining brand in the market environment of birth, and development, successfully listed in Hongkong in June 2004. After more than 20 years of exploration, the Li Ning Co has gradually become the representatives of Chinese, international leading sports Brand Company. But the rise in domestic sportswear brands, international brands in today's China, once in the domestic industry's leading brand of Lining has been greatly challenged by the impact, in the country of Lining brand loyalty, the retail brand is a substantial restructuring. But with the increasingly fierce market competition, the the competition between enterprises has already exceeded the commodity competition category, and then rise to the member resources, brand and service competition, which will Member of resource competition is the priority among priorities of enterprise competition. Therefore, how to truly understand the needs of members, for members to provide quality service, to win the loyalty of a member of the group, as members of the scale and quality may enhance corporate member resources, is the enterprise must face and study in Beijing. Lining Sports Company Limited membership as an example, based on the analysis of the status quo of membership data, from membership management architecture, data management system, the enterprise brand culture into interactive communication, membership, membership and differentiated service network platform through six aspects and points out the existing problems of the membership marketing Li Ning Co this paper argues that in the Li Ning Co of membership in the sales marketing contribution is not outstanding, membership marketing has not play its due role. According to the Li Ning Co The specific problem situation and existing members of the marketing system, this paper puts forward improvement strategies, believes that the Li Ning Co should first establish the membership management system, strengthen the membership data management, accelerate the membership system module development, the use of new Internet technology and resources to improve the membership marketing system, while increasing the differentiated service members of interactive communication channels and members of the internal and external force to improve the Li Ning Co membership marketing strategy, so as to enhance the satisfaction of members, improve the competitiveness of enterprises.

【學(xué)位授予單位】：河北大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F274;F426.8

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本文編號(hào)：1436363