Research On VIP Member Marketing Strategy Of Shanxi Tianmei Xintiandi Shopping Center

In recent years,with the development of our market economy and the continuous impact of the Internet,the retail industry is facing great challenges.Under the influence of the epidemic,the competition in the retail department store industry gradually intensified,and major enterprises began to pay attention to and explore potential customers,retain and constantly maintain the customer group with greater contribution value.The member marketing model blossomed everywhere and achieved remarkable results.However,due to the continuous transition of the major department store retail industry to explore the member customer resources,the model is the same.The bottleneck has been reached.Shanxi Tianmei Xintiandi Shopping Center,as a well-known local top commercial institution in the province,has customers all over the province’s high net worth group,and has become the most influential high-end shopping center in the province.In such a market environment,Shanxi Tianmei Xintiandi shopping Center is also facing the same competitive pressure.Therefore,the marketing strategy of VIP members has been studied.This paper takes the marketing strategy of VIP members of Shanxi Tianmei Xintiandi Shopping Center as the research object.Through the research of relevant literature of VIP member marketing at home and abroad,it strengthens the study of theoretical basic knowledge of relationship marketing,customer value,customer loyalty and satisfaction,precision marketing,and adopts the research methods of questionnaire survey,data collection,analysis and induction.This paper explores the shortcomings of the VIP member marketing strategy of Shanxi Tianmei Xintiandi Shopping Center at the present stage,and puts forward the feasible improvement plan according to the actual situation,and works out the VIP member marketing strategy to meet its feasibility and long-term development.Through the research of this paper,we hope to solve the bottleneck problem in the VIP member marketing of Shanxi Tianmei Xintiandi Shopping Center at the present stage,put forward suggestions for the improvement of the member marketing strategy in the future development process of Tianmei,and explore greater development space for the VIP member marketing of Shanxi retail department store industry.It also provides feasible reference methods for many problems in the process of high-end department store VIP member marketing.