An Empirical Study On The Impact Of Bonus Points On Consumers

TV shopping since the inception of its convenient shopping, attractive TV programsand a simple and efficient logistics system to attract many consumers increasinglybecome a market for its high growth rates and high profit,loving pet. TV shoppingsummary, in the process of rapid economic and social development by virtue of itsown merits, consumers increasingly adapt to life, leisure and consumer habits. At thesame time, the TV shopping as a new economic growth point, with unlimited broadprospects for development.The integral plan will use the vast majority of domestic TV shopping is one of theactivities of the customer relationship management. The one hand, the integral planfirst customer membership and customer information to facilitate the collection,classification, sorting, which derive customer spending habits to better meet customerneeds. Second, the implementation of the integration plan to improve customertransfer costs, and be able to successfully retain customers, increase customer loyalty.According to the research, the integration of TV shopping can convert consumers tobuy the products again impact the TV shopping Points usually can be used as a moreeffective means of marketing.Focused on the study of the true customers of Orient Shopping Company, and basedon the theory of customer desire and behavior, this paper attempts to research therelationship between the integral plan and the behavior of TV shopping consumersexploringly, and look forward to find out the relevance of the different type of integralstrategy and consumers’ purchasing decisions. The conclusion is: the conventionaltype of integral strategy can promote the customers to repeat purchasing; thepromotional type of integral promote the customers to purchase, not only during theactivity, but also after the end of the event; the emotional type of integral plays asignificant role in customer purchases promoting; the customers’ desire of purchasingcan promote the behavior of purchasing. This research has the following innovation significance: Firstly, for quite some time,the documents about the research on customers’ purchasing behavior adopted surveydata, while this paper takes the individual customer as the research object, adopts thetrue microcosmic data of the Orient Shopping Company through the questionnaire, toestablish the solid foundation of empirical research; Secondly, this researchinvestigates the actual effect of the membership integral system as a promotionstrategy. Research results shows that, integral promotion can have the same effect asthe price promotion; Lastly, this research provides referential theoretical basis for theTV shopping enterprise to improve the integral strategy.