电商平台联合会员营销的顾客价值实现路径及策略  

Customer Value in Joint Membership Marketing on E-commerce Platforms

作　　者：石楠 齐莉丽[1] SHI Nan;QI Li-li(Tianjin University of Technology and Education,Tianjin 300222)

机构地区：[1]天津职业技术师范大学,天津300222

出　　处：《天津商务职业学院学报》2021年第2期55-61,共7页Journal of Tianjin College of Commerce

基　　金：国家社科基金项目“快速迭代情境下创新产品扩散障碍识别与营销变革研究”(项目编号:16BGL086)阶段性研究成果。

摘　　要：移动互联网的快速发展促使电商平台不断创新营销方式,在付费会员制日益普及的趋势下,能从多个维度给顾客带来更多价值感的联合会员制应运而生。本文以顾客价值为切入点,从经济、功能和社会三个维度对联合会员营销中的顾客价值进行了分析,并采用调查问卷的方式,以大学生群体为调查对象,从顾客价值的视角对联合会员的营销情况进行了研究。通过调查分析,指出了联合会员营销策略存在的主要问题,探讨了营销中顾客价值不显著的主要成因,并以此为借鉴,提出了提升联合会员营销中顾客价值的可行性对策。The rapid development of mobile internet has prompted e-commerce platforms to continuously innovate their marketing modes.The growing popularity of paid membership has also led to the emergence of joint membership that brings more value to customers from multiple dimensions.This paper makes an analysis of the customer value in joint membership marketing from economic,functional and social perspectives.Taking college students as respondents and by means of questionnaire survey,the membership marketing mode is studied in terms of customer value.Main problems in this marketing strategy are pointed out and main causes which have led to insignificant customer value are discussed.Finally,feasible countermeasures are put forward to enhance customer value.

关 键 词：电商平台 联合会员 顾客价值 营销策略 

分 类 号：F724.6[经济管理—产业经济] F274