Membership-based Marketing Mode: Based On CV

With the development of business philosophy on customer-centric,membership-based marketing mode has been extensive practiced and appliedto various fields. The increasing popularity of the mode lead fiercecompetition, in order to handle the mode and win the competition, a companymust think and act from a customer perspective, combining with their ownsituation, search the structure of the customer value(CV) and explore themarketing strategy of the membership-based marketing mode.The membership-based marketing mode based on the theory of CV. Theresults on CV research are divided into three aspects: customerperspective, company perspective and relationship perspective. Theresearch on membership-based marketing mode starts with the customerperspective, purpose on better value management of the a company, the lastbut the most important, is establish the value exchange relationshipbetween customer and company, so as to gain more extra value.Customers have different expectation on the relationship with acompany. Based on the influence to value-creation, CV driving factors canbe divided into eight aspects: price, utility, service, experience,keeping, information, relationship and association. Correspondingly, themode of membership-based marketing can be classified with the samestandard. There are many cases on membership marketing in reality, successand failure, through the analysis of different cases on membershipmarketing, combining with the CV composition and drivers, we can sum upthe characteristics of the different types of the mode.The planning and implementation process of the membership-basedmarketing mode can take CV delivery process as reference, which is dividedinto four parts: identification, selection, providing and communication.We can define the strategy as a seven steps process, which include clearthe organization goals, select target markets, identify value combination,design the value of carrier, build the platform of communication, makethe value delivery and achieve a long-term success.In the specific implementation process of the membership marketingstrategy, a company can focus on different points according to their owncharacteristics. Design of the price and service, provide of the valueincrement, exploitation of experience value, establish of the motivationsystem, mining of the database, cultivation the trust with the membersor building membership brand, a correct choice of the strategy will helpa company provide better fixed value to meet the member-customers’demand,as a result, the company will gain more customer lifetime value(CLV), andthe member-customers can maximize their own value too.