基于客户生命周期价值的“加油权益卡”营销策略研究  

Research on the Marketing Strategy of“Fuel Benefits Card”Based on Customer Lifetime Value

作　　者：魏梦姣 WEI Mengjiao(Sinopec Sales Shandong Oil Products Company,Jinan 250000,China)

机构地区：[1]中国石化销售股份有限公司山东石油分公司,山东济南250000

出　　处：《商业观察》2024年第25期111-115,共5页BUSINESS OBSERVATION

摘　　要：随着新能源汽车的快速普及和成品油市场竞争格局的不断变化,加油站行业面临着愈发激烈的市场竞争和客户需求变化,需要不断优化营销策略,提升客户忠诚度和整体运营效益。“加油权益卡”是近年来新兴起的加油站付费会员模式,在加油站营销中得到了广泛应用,并展现出了显著成效。客户购卡即可获得加油、购物及服务权益。文章将从效益产出和客户生命周期价值等角度出发,探讨“加油权益卡”在加油站营销中的应用及效果,并通过结合付费会员、加油站营销和加油站业态等内容,揭示其对客户生命周期价值的影响。研究表明,“加油权益卡”不仅能提高客户忠诚度,还能有效提升加油站的整体收益。With the rapid popularization of new energy vehicles and the continuous changes in the competitive landscape of the refined oil market,the gas station industry is facing increasingly fierce market competition and diverse changes in customer demand.Gas station enterprises need to continuously optimize marketing strategies,enhance customer loyalty and overall operational efficiency.The"fuel benefits card"is a paid membership model that has emerged in recent years for gas stations.has been widely used in gas station marketing with significant effects.Customers can obtain refueling,shopping,and service rights by purchasing the card.This article will explore the applications of the"fuel benefits card"in gas station marketing and its profound impacts from multiple perspectives,such as benefit output and customer lifetime value.By combining paid membership,gas station marketing,and gas station formats,this article reveals the impacts of"fuel benefits card"on customer lifetime value.It has shown that the"fuel benefits card"not only can enhance customer loyalty,but also can effectively improve the overall revenue of gas stations.

关 键 词：加油权益卡 客户生命周期价值 轻油效益 

分 类 号：F426.2[经济管理—产业经济]