Analysis Of Customer Database Resource Competitiveness In Apparel Retail Market

China is carrying out a profound adjustment of industrial structure.

New business forms and business models are constantly innovating, and traditional business models still play an important role.

In the face of new and old channels, faced with a large number of potential customers with knowledge, experience and management, enterprises should consider how to provide more, better and more comprehensive services for distribution members in building distribution channels.

These services create new commercial value for the vast number of township market networks, wholesale and retail and service industry networks, and achieve the maximization of channel possession, channel circulation speed and channel flow.

Under such a premise, affiliate marketing has become a stable channel mode to link enterprises with the market.

Membership marketing has three theoretical premises: (1) the cost of retaining an old customer is much lower than the cost of winning a new customer. The industry's claim for this proportion is 1:6, which means that the cost of attracting a new customer is 6 times that of your old customers.

(2) for businessmen, old customers are more mature than new customers, and they are more aware of their products and services, and are more likely to launch marketing activities than new customers.

(3) the 28 principle is that 80% of the profits of enterprises come from 20% of their customers.

In fact, when we deeply understand these three theoretical premises, we will find that the core content is to explore customer loyalty, who will win customer loyalty, and who will win in the future market competition.

Therefore, the first weapon of membership marketing is to win customer loyalty for enterprises.

Membership can bring strong competitiveness to enterprises, mainly in the following aspects:

Cultivate customer loyalty

According to famous marketing experts

Nowadays, in the information age, a large number of product advertisements impact consumers, and consumers need high cost information collection from product cognition to after-sale evaluation.

From the perspective of enterprises, many enterprises distribute products information to the crowd aimlessly on the street. This kind of marketing is not only costly but also prone to misplacement, and effective membership marketing can avoid this point with the characteristics of its own products.

Enterprises have narrowed the scope of marketing through membership marketing, and marketing objects are more targeted.

In the five steps of buying decisions, affiliate marketing has strong penetration and sprawl.

In the stage of product cognition, product information collection and product information evaluation, enterprises can actively introduce products to consumers through journals, E-mail and so on. Through various kinds of social activities, the communication between enterprises and members, members and members should be strengthened. Through membership preferences, the sense of identity of member enterprises will be enhanced. This series of activities can well cultivate customer loyalty.

In the front-end of marketing, affiliate marketing plays a major role in penetration, and in the latter stage of sale, namely, purchase decision and after-sale evaluation stage, membership marketing plays a spreading role.

The evaluation and communication among members not only enhance the brand identity of purchasing members, but also demonstrate and attract non purchasing members.

The loyalty of customers through member form can stand the test of time.

In fact, the consumption of membership is a kind of "