Research On Membership Marketing Strategy Of Z Company

With the competition of retail market becoming intensified, companies are fiercely fighting for consumers. The focus of marketing strategy has been transferred from market-oriented to customer-oriented. To get long-term revenue growth, companies must strive to maintain good relations with existing customers while actively developing new customers. To maintain relationships with existing customers, membership marketing is one of the most important relationship marketing strategy of improving customer satisfaction and loyalty. In recent years, membership marketing in China has been rapid ly developed especially in retail business. High frequency of retail consumers' purchasing requires a lot of long-term, stable customers. Through membership marketing, companies can understand consumer purchase behavior, and invest the resources in the enterprise customer who contribute most, and meet customers needs in real time to achieve precision marketing and further enhance the lifetime value of customer.On the basis of reviewing membership marketing theory and literature, with Z compan y as the research object, PEST method is employed to analyze Z company's operating status, marketing environment and mar ket positioning. Based on 4C theory, from the perspectives of meeting consumer demand, improving consumer convenience, fulfilling consumer optimal total cost and establishing two-way communication and interaction, Z Corporation's current membership marketing strategies are su mmarized and concluded. Using questionnaire survey methods, in terms of the members' needs, membership convenience, membership benefits and membership communication channels four perspectives, the effect of Z company's membership marketing strategy is investigated. Based on 219 members' survey, the problems and challenges of Z company are identified. Focusing on the problems and challenges identified above, combined with the current development status of Z company, targeted recommendations and measures to carrying out membership marketing in Z Company and the traditional retail industry are proposed, with a dual purpose of achievin g optimal corporate profits and customer satisfaction.