本文選題：客戶細(xì)分　切入點(diǎn)：關(guān)系營(yíng)銷　出處：《華東理工大學(xué)》2015年碩士論文

【摘要】：國(guó)家改革開放的進(jìn)一步深入,人們不僅生活、收入水平有了顯著的提高,看事物的眼光及眼界也變的更挑剔更寬闊,希望商品有更多的選擇性。同時(shí)外部市場(chǎng)競(jìng)爭(zhēng)的日益激烈,導(dǎo)致整個(gè)百貨業(yè)商品同質(zhì)化比例高達(dá)83.5%。面對(duì)如此高的同質(zhì)化比例,消費(fèi)者越來越挑剔的口味及服務(wù),商場(chǎng)拿什么來吸引自己的客戶,留住客戶變得至關(guān)重要。新世界百貨雖然擁有眾多的VIP客戶,但是VIP客戶質(zhì)量的降低,活卡率日益下降都是擺在新世界百貨面前的一個(gè)急迫的課題。 首先,本文從客戶細(xì)分和營(yíng)銷策略方法出發(fā),結(jié)合當(dāng)前新世界百貨VIP客戶的實(shí)際情況,對(duì)現(xiàn)有VIP客戶的客戶價(jià)值進(jìn)行有效細(xì)分,找出對(duì)新世界百貨最有價(jià)值及最有潛力的VIP客戶。然后,對(duì)這些客戶的年齡、家庭情況、職業(yè)等個(gè)人信息做詳細(xì)的分類。最后,了解哪些是有價(jià)值的VIP客戶后,我們針對(duì)VIP客戶的消費(fèi)能力將VIP等級(jí)做了重新劃分,取消無門檻的普卡來提高VIP客戶的質(zhì)量,增加黑金卡來吸引更多中層客戶。在對(duì)VIP客戶外在信息進(jìn)行分類后,可以更有效的制定VIP推廣活動(dòng)及權(quán)益。比如因?yàn)榕钥蛻舻谋壤蠓I(lǐng)先,可以針對(duì)女性VIP客戶開展搶鞋日,美妝課程等營(yíng)銷活動(dòng)來提高客戶的忠誠(chéng)度及滿意度。只有真正了解自己的客戶才能制定適合客戶的營(yíng)銷策略,也才能留住客戶。 本文不僅對(duì)新世界百貨VIP客戶營(yíng)銷策略具有實(shí)踐指導(dǎo)意義,同時(shí)對(duì)其他零售行業(yè)或服務(wù)業(yè)有具有一定的參考意義。
[Abstract]:With the further deepening of the country's reform and opening up, people not only live in life, their income level has been significantly improved, their vision and outlook on things have also become more selective and wider, and they hope that commodities will have more selectivity. At the same time, the competition in the external market is becoming increasingly fierce. As a result, the proportion of merchandise homogenization in the whole department store is as high as 83.5%. In the face of such a high proportion of homogenization, consumers are becoming more and more picky about their tastes and services. What do shopping malls use to attract their customers? It is very important to retain customers. New World Department Store has many VIP customers, but the deterioration of VIP customer quality and the declining rate of live cards are urgent issues in front of New World Department Store. First of all, based on the methods of customer segmentation and marketing strategy, combined with the actual situation of VIP customers in the new world, this paper effectively subdivides the customer value of existing VIP customers. Identify the most valuable and potential VIP customers for the New World Department Store. Then, make a detailed breakdown of these customers' personal information about their age, family status, occupation, etc. Finally, find out which VIP customers are valuable, We reclassified the VIP rating according to the consumption power of VIP customers, removed the non-threshold universal card to improve the quality of VIP customers, and added black gold cards to attract more middle-level customers. After classifying the external information of VIP customers, You can more effectively develop VIP promotion activities and rights and interests. For example, because the proportion of female customers is significantly ahead, you can launch shoe-snatching days for female VIP customers. Make up courses and other marketing activities to improve customer loyalty and satisfaction. Only when you really know your customers can you develop a suitable marketing strategy and retain customers. This paper not only has practical guiding significance to the new world department store VIP customer marketing strategy, but also has certain reference significance to other retail industry or service industry.
【學(xué)位授予單位】：華東理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F274;F721

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