Y Company Membership Marketing Improvement Program

With the rapid development of information and communication technology and the further strengthening of the globalization process,the solid retail businesses need to diligently perform internal strength and return to the realm during the dilemma of slowdown of physical retail opening,weak consumption,penetration of electricity supplier and slowdown of growth.At the same time,it focuses on e-commerce,omni-channelization,and retailing,and relies on the environment of mobile internet and big data application development.In the general trend of omni-channel operation in retailing,build a colorful circle of life for customers,and change the trend of decline of customer flow in expectation of the utmost profits of the enterprise.According to the present situation of Y Company,this thesis mainly analyses the problems and causes of the management of membership,puts forward the improvement scheme,and discusses the related process.Membership marketing platform project is an important part of creative development of retailers under the background of big data.It is the basic support of customer service and marketing capabilities.Under the background of big data,membership marketing platform project is the guaranty of enhancing service customer capabilities and improving the level of retail store marketing.The membership platform of the three improved platforms could unify the identification of each channel's membership,the original management of different members of the original account and laid the groundwork for big data analytics for next member consumption.Under the background of big data,the marketing platform manages the omni-channel marketing resources in a unified way.Through the establishment of the platform,the marketing of physical stores,internet platforms,We Chat terminals and APP terminals will be opened up.Certain types of coupons will be pushed to certain members according to the analysis of big data.Hence the promotion of coupons will be realized through different kinds,different businesses,and different channels.According to the scheme of this thesis,it is planned to improve the basic marketing capabilities in the context of big data,implement and improve membership marketing management within the scope of pilot stores,assess and sum up experiences and lessons learned.We will promote the membership marketing mode,which will be important for the improvement of Y company's membership marketing and for the creative development of other traditional retailers.