【VIP专享】Customer-Driven Marketing Strategy 顾客驱动型营销战略

门店会员估值方案1. 简介门店会员估值方案是指门店为了更好地了解其客户价值，从而制定更加优化的营销策略，需要对门店的会员进行估值。

门店会员估值是一种基于数据分析来判断顾客价值的方法，通过分析顾客的消费行为、购买力和忠诚度等数据来判断顾客的价值，从而帮助门店判断该顾客属于哪种类别，从而调整营销策略提高顾客留存度。

2. 门店会员估值方法门店会员估值主要有以下两种方法：2.1 RFM模型RFM模型全称为Recency、Frequency、Monetary模型，即最近一次购买时间、购买频率、消费金额三者的衡量。

RFM模型能够通过数据分析分析门店会员的价值，门店可以根据RFM模型中的三个因素来将客户分类，以便门店采取不同的营销策略。

RFM模型的优点是简单、易懂，容易上手；缺点是不能很好地应用到多品类、价格差异大的门店中。

2.2 CLTV模型CLTV模型全称为Customer Lifetime Value模型，即顾客生命周期价值模型，它通过分析顾客的历史消费行为来预测其未来价值，是一种复合性更强的会员价值模型。

CLTV模型的优点是可以根据门店的不同特点，进行灵活的调整；缺点是需要有足够长的数据集和对数据进行复杂的分析，进而迭代模型。

3. 门店会员估值实践门店会员估值实践分为以下三个步骤：3.1 数据采集和处理门店要先收集会员数据，包括历史消费记录、购买方式、购买频率、购买类别等，同时对数据进行分析和处理。

可以使用不同的数据挖掘工具，如Excel、Python等。

3.2 计算RFM模型或CLTV模型计算RFM模型或CLTV模型可以使用各种数据挖掘算法，如聚类分析、回归分析等，以判断门店会员的价值。

根据计算结果，在门店中将会员进行分类，每个分类曝光出不同的个性化营销策略。

3.3 实现个性化推荐和营销策略基于门店会员估值结果，针对不同等级的会员可以实现个性化的会员服务和个性化的营销策略，以提升顾客留存度和增加消费。

高端会员营销策划方案一、背景分析高端会员是指在某个特定领域内拥有较高消费能力和影响力的人群，他们对品质、个性化服务和独特体验有着更高的要求。

通过有效的会员营销策划，可以吸引高端会员的关注、提升其忠诚度，并实现更高的销售额和市场份额。

二、目标设定1. 吸引高端会员关注：通过个性化的推广手段，吸引高端会员对我们的品牌和产品产生兴趣。

2. 提升会员忠诚度：通过独特的会员特权和专属服务，增强高端会员对我们品牌的认同和忠诚度。

3. 增加销售额和市场份额：通过会员销售、会员推荐和口碑传播，实现销售额和市场份额的增加。

三、策略与活动计划1. 策略一：个性化推广个性化推广是吸引高端会员关注的关键。

通过收集高端会员的兴趣、喜好和消费习惯等信息，进行精准推送，例如通过邮件、短信、社交媒体等渠道，向他们发送符合其兴趣爱好的专题资讯和活动信息。

同时，结合数据分析和市场调研，精准定位高端会员的关注点，开展针对性的线上线下活动和社交媒体营销，吸引他们的关注并提升品牌形象。

2. 策略二：会员特权和专属服务提供会员特权和专属服务是高端会员忠诚度的重要保障。

根据高端会员的消费习惯和偏好，构建个性化的会员体系和服务体验，可以包括但不限于：- 会员等级制度：根据会员的消费额度和贡献度划分不同的会员等级，不同等级享受不同的特权和服务。

- 专属礼遇：为高端会员提供专属礼品、定制产品和限量版商品等，展示独特的品牌价值。

- 定制服务：根据高端会员的需求，提供个性化的定制服务，例如私人顾问、定制设计等。

- 会员活动：定期组织会员活动，例如会员专场、品鉴会、私人派对等，提供独特的体验和社交机会。

3. 策略三：会员销售和推荐通过激励会员销售和推荐，增加销售额和扩大市场份额。

可以设立会员销售奖励计划和推荐奖励计划，例如为会员提供销售提成或推荐返利，并设立相应的销售和推荐目标。

同时，通过优质产品和服务，提高高端会员的满意度和口碑，鼓励他们向朋友和社交网络分享自己的购买和使用体验，实现口碑传播和裂变式增长。

某公司谈聚焦营销模式（英文版）Focusing on Marketing Models: A Case Study of X Company Introduction:Marketing plays a crucial role in the success of any business organization. It involves promoting, advertising, and selling products or services to target customers. However, with the changing dynamics of the business world, companies need to evolve and adapt their marketing strategies. In this case study, we will explore how X Company, a leading player in the industry, has successfully focused on innovative marketing models to stay ahead of the competition.Market Analysis:Before we delve into the marketing models implemented by X Company, it is essential to understand the market the company operates in. X Company operates in the technology industry, specifically in the software development sector. This sector is highly competitive, with rapid technological advancements and changing customer preferences. Therefore, X Company needs to be nimble and dynamic in its marketing approach to capture the target customers effectively.Traditional Marketing Model:Like most companies, X Company initially relied heavily on the traditional marketing model. The traditional model typically includes advertising through print media, television commercials, and radio spots. While this was successful to some extent, X Company quickly realized that they needed to broaden their marketing horizons to stay relevant and attract a larger customerbase.Digital Marketing Model:Recognizing the potential of digital platforms, X Company decided to invest in a digital marketing model. They focused on building a robust online presence, utilizing social media platforms, search engine optimization (SEO), and content marketing. This shift allowed them to not only reach a wider audience but also engage with customers in a more meaningful way. X Company launched interactive websites, online demos, and engaged in customer forums and online communities. This digital marketing model played a significant role in increasing brand visibility and attracting more potential customers.Personalized Marketing Model:As the competition in the industry further intensified, X Company understood the need for a personalized marketing model. This model aims to cater to the unique needs and preferences of individual customers rather than adopting a one-size-fits-all approach. X Company implemented customer relationship management (CRM) systems to better understand the customers' behavior and preferences. Armed with this data, they were able to deliver personalized marketing messages and offers to different customer segments. This not only increased customer satisfaction but also improved customer loyalty.Influencer Marketing Model:To enhance brand credibility and reach a wider audience, X Company experimented with influencer marketing. They collaborated with industry experts, social media influencers, andthought leaders to endorse and promote their products. This model allowed X Company to tap into new customer segments that were previously not within their reach. By leveraging the trust and reputation of these influencers, X Company gained credibility and increased brand awareness.Conclusion:The case study of X Company highlights the importance of focusing on innovative marketing models to stay competitive in today's dynamic business environment. X Company successfully shifted from traditional marketing to digital marketing, personalized marketing, and influencer marketing models. As a result, they have expanded their customer base, improved customer satisfaction, and increased brand visibility. This case study serves as a valuable lesson for companies operating in any industry, emphasizing the need to adapt and evolve marketing strategies to meet the ever-changing customer expectations and technological advancements.Continued:Referral Marketing Model:Another marketing model that X Company implemented was referral marketing. Referral marketing relies on the power of word-of-mouth recommendations from satisfied customers. X Company incentivized their customers to refer their friends and family to their products or services by offering discounts, rewards, or other incentives. This not only helped them generate new leads and customers but also built a sense of trust and credibility among potential customers who were referred by someone they know and trust. Referral marketing proved to be an effective way for X Company to acquire new customers at a lower cost compared totraditional advertising methods.Event Marketing Model:X Company also recognized the importance of events as a marketing tool. They started organizing and participating in industry conferences, trade shows, and exhibitions to showcase their products and services. These events allowed them to interact directly with their target customers, understand their pain points, and build relationships with potential clients. X Company also used these events as an opportunity to educate and engage with the audience through workshops, demonstrations, and presentations. By actively participating in events, X Company increased brand awareness and credibility in their industry and also gained valuable insights into the market.Social Responsibility Marketing Model:In recent years, there has been a growing focus on corporate social responsibility (CSR). X Company leveraged this trend by adopting a social responsibility marketing model. They identified key social or environmental causes that aligned with their company values and actively supported those causes. X Company engaged in volunteer work, sponsored community events, and donated a percentage of their profits to charitable organizations. This not only created a positive brand image for X Company but also resonated with customers who prioritize supporting socially responsible businesses.Integrated Marketing Communication (IMC) Model:X Company recognized the importance of a cohesive and consistent marketing message across multiple channels andtouchpoints. They implemented an Integrated Marketing Communication (IMC) model to ensure that their messaging was unified and communicated effectively across all marketing channels, including advertising, digital platforms, social media, and public relations. This model helped X Company create a seamless customer experience and effectively reinforce their brand identity.Conclusion:X Company's success in staying ahead of the competition can largely be attributed to their strategic focus on innovative marketing models. By moving away from traditional marketing and embracing digital marketing, personalized marketing, influencer marketing, referral marketing, event marketing, social responsibility marketing, and integrating their marketing communications, X Company successfully expanded their customer base, increased brand visibility, and improved customer satisfaction. This case study serves as a valuable lesson for businesses in any industry, emphasizing the importance of continuously evolving and adapting marketing strategies to meet the changing demands and preferences of customers in the dynamic business landscape. By staying ahead of the curve and embracing innovative marketing models, companies can effectively position themselves as market leaders and drive sustainable growth.。

【零售运营中的150个英文缩写】DA（Distribution &Assortment）分销Location：位置Display：陈列Pricing：价格Inventory：库存Merchandising：助销Promotion：促销KA（KeyAccount）：重点客户GKA（Global KeyAccount）：全球性重点客户NKA（National KeyAccount）：全国性重点客户LKA（Local KeyAccount）：地方性重点客户RKA（Retail Key Account）：零售重点客户SM（ShoppingMall）：大型购物消费中心简称销品茂HYM（Hypermarket）：巨型超级市场，简称大卖场SPM（Supermarket）：超级市场，简称超市S-SPM（Small-Supermarket）：小型超市M-SPM（Middle-Supermarket）：中型超市L-SPM（Large-Supermarket）：大型超市C&C（Cash &Carry）：仓储式会员店CVS（ConvenienceStore）：便利店GS（GasStation）：加油站便利店DS（DiscountStore）：折扣店MT（Modern Trade）：现代渠道TT（TradiditionalTrade）：传统渠道OT（OrganizedTrade）：现代特殊渠道OP（On Premise）：餐饮渠道HBR（Hotel,Bar,Restaurant）：旅馆、酒吧、餐馆等封闭性通路WHS（Wholesaler）：批发商2nd tier Ws：二级批发商DT（Distributor）：经销商，分销商2ndDT：二级分销商DIST（DistributorSystem）：专营分销商MW（ManagedWholesalers）：管制批发商PW（PassiveWholesalers）：传统批发商DSD（Direct StoreDelivery）：店铺直接配送CSTD（Company Sells ThirdParty Delivers）：我销他送DC（DistributionCenter）：配送中心TPL（Third PartyLogistics）：第三方物流CRP（ContiuousReplenishment）：持续补货CAO（Computer AssistedOrdering）：计算机辅助订货PUR（Purchase）：进货OOS（Out ofStock）：缺货Inventory of day（IOS）或Day ofstock（DOS）：库存天数SKU（Stock KeepingUint）：最小库存计量单位UPC：通用产品编码Bar Code：条形码Slim（Slim）：纤细,苗条(包装)TC：铁罐包装AC：铝罐包装TP（TETRAPAK）：利乐无菌包装(俗称纸包装)PET：宝特瓶(俗称胶瓶)POSM（Point of SaleMaterials）：陈列品GE（Gondola End）：端架MIT（Marketing InpactTeam）：卖场整合性陈列；堆箱TG（Type Genus ）：堆头IslandDisplay：堆头式陈列FloorDisplay：落地割箱陈列PalletDisplay：卡板陈列Strip Display：挂条陈列SidekickDisplay：侧挂陈列CheckoutDisplay：收银台陈列CoolerDisplay：冰柜陈列SecondaryDisplay：二次陈列CrossDisplay：交叉陈列PG（PromotionGirl）：促销员P-T（Part-timer）：临时工，特指临促POP（Point OfPurchase）：门店广告Price discount：特价On-Pack：绑赠Sampling：试吃RoadShow：路演，大型户外促销活动DM（Direct Mail）：商场快讯商品广告；邮报PR（PublicRelation）：公共关系NP（NewsPaper）：报纸杂志AD（Advertisement）：广告GRP（Gross RatingPoint）：毛评点;总收视点（媒介用语）Loyalty：忠诚度Penetration：渗透率ValueShare：市场份额AVE（Average）：平均数WTD（Weighted）：加权NUM（Numeric）：数值PP（PreviousPeriod）：上期YA（Year Ago）：去年同期VOL（Volume）：销售量VAL（Value）：销售额VAL-PP（ValuePP）：上期销售额VAL-YA（ValueYA）：去年同期销售额YTD（Year To Date）：截至当期的本年累计MTD（Means Month toDate）：本月到今天为止SPPD（Sales Per Point ofDistribution）：每点销售额BTL（Below TheLine）：线下费用ATL（Above TheLine）：线上费用ABC（Activity basedcosting）：成本动因核算法（又称：巴雷托分析法）U&A（Usage andAttitude）：消费态度和行为(市场调查)FGD（Focus GroupDiscuss）：座谈会(市调一种)StoreCheck：终端调查，铺市率调查CR：销售代表CR-OP：销售代表-餐饮渠道CR-OT：销售代表-现代特殊渠道CR-MT：销售代表-现代渠道CR-TT：销售代表-传统渠道OTCR：现代渠道销售代表WDR：批发拓展代表ADR：客户拓展代表DCR：分销商合约代表DSR：分销商销售代表KSR：大客户销售主任KAM：重点客户经理CDM：渠道拓展经理MDR：市场拓展代表MDE：市场拓展主任MDM：市场拓展经理TMM：通路行销市场经理TDS：区域拓展主任TDM：区域拓展经理LTDM：高级区域拓展经理UM：业务单位经理（大区经理）GM（GeneralManager）：总经理GMDR（General Manager DirectReports ）：总经理直接下属VP（VicePresident）：副总裁FVP（First VicePresident）：第一副总裁AVP（Assistant VicePresident）：副总裁助理CEO（Chief ExecutiveOfficer）：首席执行官COO（Chief OperationsOfficer）：首席运营官CFO（Chief FinancialOfficer）：首席财务官CIO（Chief InformationOfficer）：首席信息官Director：总监HRD（Human ResourceDirector）：人力资源总监OD（OperationsDirector）：运营总监MD（MarketingDirector）：市场总监OM（OperationsManager）：运营经理PM （ProductManager）：产品经理BM（BrandManager）：品牌经理4P（Product、Price、Place、Promotion）：4P营销理论(产品、价格、渠道、促销)4C（Customer、Cost、Convenience、Communication）：4C营销理论(顾客、成本、便利、沟通)4V（Variation、Versatility、Value、Vibration）：4V营销理论(差异化、功能化、附加价值、共鸣)SWOT（Strengths、Weaknesses、Opportunities、Threats）：SWOT分析法(优势、劣势、机遇、威胁)FABE（Feature、Advantage、Benefit、Evidence）：FABE法则(特性、优点、利益、证据)USP（Unique SellingPropostion）：独特销售主张3A（Avalible、Able、Adsire）：买得到、买得起、乐得买PDCA（Plan、Do、Check、Action）：PDCA循环管理(计划、执行、检查、行动)OEM（Original EquipmentManufacturer）：原始设备制造商,俗称“贴牌”ODM（Original DesignManufacturer）：原装设计制造商OBM（Own BrandManufacturer）：自有品牌制造商IPO（Initial PublicOffering）：首次公开募股LOGO：商标Slogan：广告语FMCG（Fast Moving ConsumerGoods）：快速消费品DCG（Durable ConsumerGoods）：耐用消费品。

•中文參考內容部份的版權屬K. L. Chan所有，歡迎轉載。

│LECTURE 4│Marketing Segmentation, Targeting and P ositioning for Competitive Advantage•中文參考內容部份的版權屬 K. L. Chan 所有，歡迎轉載。

1. Target Marketing目標營銷A marketer classifies a market as the set of all actual and potential buyers of a product or service. Facing numerous buyers with varied needs and buying practices, marketers must design strategies to build the right relationships with the right customers. Thus, each company must identify the parts of the market that it can serve best and most profitably.市場上有一大堆現實和有潛力的購買者, 他們的要求不盡相同, 所以市務人員要首先界定 甚麼種類的客人是公司的目標客戶, 然後再利用策略 與他們建立良好關係, (SEIKO, Role x, Patek Philippe, TAG Heuer 的目標市場有甚麼不同?凡勃倫效應 (Veblen Effect) - 挥霍性消费, 即是說，「一件美麗的東西若價格不昂貴，便會被視為不美麗」（A beautiful article which is not expensive is accounted not beautiful ）款式、皮質差不多的一雙皮鞋，在普通的鞋店賣180元，進入大商場的櫃檯，就要賣到幾百元，卻總有人願意買。

Customer Marketing工作内容1.概述在现代市场中，客户营销（C us to me rM ar k et in g）被认为是一种重要的策略，旨在与现有客户建立紧密的关系，提升客户忠诚度，并最终实现业务增长。

本文将介绍和探讨客户营销工作的内容和重要性。

2.客户分析和维护2.1客户分析客户分析是客户营销的第一步，它帮助企业更好地了解自己的客户群体。

通过分析客户的特征、需求和购买行为，企业可以制定相应的营销策略。

具体的客户分析内容包括：-客户数据收集和整理：收集客户的基本信息、购买记录、偏好等数据，并进行系统化的整理和分析。

-市场细分和目标客户确定：根据客户的特征和需求，将市场划分为不同的细分群体，并确定目标客户。

2.2客户维护客户维护是客户营销的关键环节，它旨在建立和维持与客户的良好关系。

通过定期沟通、提供优质服务和关怀，企业可以增强客户的忠诚度和满意度。

一些常见的客户维护活动包括：-客户关怀计划：制定定期的客户关怀计划，包括生日祝福、节日问候等，以表达对客户的重视和关心。

-客户反馈收集：定期向客户发送满意度调查，并根据客户反馈改进产品和服务。

-客户培训和教育：提供相关的培训和教育资源，帮助客户更好地使用和享受企业的产品或服务。

3.客户沟通和推广客户沟通是客户营销的核心环节，它包括向客户传递信息、促进交流和建立信任关系。

有效的客户沟通可以加深客户的关系、提高客户满意度，具体的客户沟通方式包括：-电子邮件营销：通过电子邮件向客户发送有关产品更新、促销活动等信息。

-社交媒体互动：通过社交媒体平台与客户进行互动和交流，回答客户问题，解决客户疑虑。

-定期通讯：定期向客户发送电子或纸质的公司新闻简报、产品更新等信息。

3.2客户推广客户推广是通过现有客户来促使新客户购买产品或服务的一种方式，它可以带来口碑宣传和销售增长。

客户推广的具体做法包括：-优惠奖励计划：向现有客户提供优惠或奖励，鼓励其介绍新客户。

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