| In recent decades China has become a ‘giant' in sports.With the improvement of people's living standard the increasing consciousness of sport-goods consumption,‘Lining',and a China National Team Authorized brand emerged and became a listed company in June 2004,in Honkong.With the development of over 20 years,Lining Corporation has become a leader and also a representative in sports goods.But in recent years,more and more domestic and international brands came into our sight and became competitors of Lining,‘Lining' has to face the challenges of the brand sincerity,the whole retailing industry is facing a reform.As the fierce competition goes on,the competition of the enterprises has beyond the goods,and has become the competition of membership resource and brand services,in which membership resources the most important.So,get to know member's requirements,then provide the services accordingly,promote the member scale and enhance the quality of membership are major issues that all the entrepreneurs rack their brains.Taking Beijing Lining Sports Goods CO.Ltd as example,this essay conclude with analysis base on 6 aspects including: structure of membership management,data management system,brand culture implantation,member interaction,differentiated services,use of network platform,to figure out the problems.The membership promotion did not contribute much to Lining corporation's sales achievements,and did not play its role in the promotion.According to the current situation in promotion and the problems,this essay provide improvement methods that were mentioned above,which are construct perfect membership management,strengthen data management system,accelerate the development of membership module,regular membership promotion system by new technologies of internet,meanwhile increase member's communication channels and differentiated services in order to perfect promotion strategies,promote the degree of satisfaction of the members and the competitive power of the corporation. |
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