本文選題：創(chuàng)維酷開商城　切入點：電子商務　出處：《華中科技大學》2013年碩士論文　論文類型：學位論文

【摘要】：三網(wǎng)融合技術進入實質(zhì)性的戰(zhàn)略實施，推動了電視產(chǎn)業(yè)的快速發(fā)展，新概念電視終端走入普通家庭，由此帶動了電視增值服務市場的發(fā)展。在有明確潛在用戶和服務需求的情況下，增值服務B2C商城選擇采用會員制營銷勢在必行。本文以創(chuàng)維酷開商城電視增值服務B2C電子商務網(wǎng)站為研究背景，，探索如何在這個平臺上開展會員制營銷。 本文首先對創(chuàng)維酷開商城現(xiàn)狀進行了分析，創(chuàng)維酷開商城針對的主要消費人群為電視機用戶，互聯(lián)網(wǎng)電視、高清電視、3D電視、智能電視、云電視等電視的各種新型功能觸發(fā)了人們對電視增值服務的需求，基于電視機的在線影視、在線搜索、在線游戲等功能需要相應的內(nèi)容服務和配件產(chǎn)品支持。創(chuàng)維酷開商城選擇采用會員制營銷，一方面加強電視用戶與創(chuàng)維酷開商城的互動，提高用戶使用增值服務的粘性，同時期望能在用戶中間形成品牌效應和口碑宣傳；另一方面通過建立CRM客戶管理系統(tǒng)和會員服務準則，進行精細化的會員數(shù)據(jù)營銷；其次根據(jù)會員對服務的需求，提升公司新產(chǎn)品的開發(fā)能力和服務能力。本文根據(jù)創(chuàng)維酷開商城的特點及會員的特點，設計了適合于創(chuàng)維酷開商城的會員制營銷方案：通過對現(xiàn)有創(chuàng)維體系的電視用戶數(shù)據(jù)的收集整理分析，建立了會員服務準則和會員管理制度；通過對會員等級管理，明確會員等級和會員權益，針對不同的會員采取不同的營銷方式和手段；根據(jù)電子商務的特點及用戶購物需求，建立網(wǎng)站體驗提升計劃，真正達到創(chuàng)維酷開商城成為最全面的家電產(chǎn)品體驗中心的目的。最后對創(chuàng)維酷開商城在實施會員制營銷計劃的過程中可能遇到的問題和需要改進的地方做了分析和總結。
[Abstract]:The integration of three networks into the substantive implementation of the strategy has promoted the rapid development of the television industry, and the new concept of television terminals has entered ordinary families. This has led to the development of the market for value-added television services. When there are clear potential users and service needs, It is imperative for B2C Mall to choose membership marketing. Based on B2C e-commerce website, this paper explores how to develop membership marketing on this platform. This paper first analyzes the current situation of Skyworth Cool Mall. The main consumers are TV users, Internet TV, HDTV 3D TV, Intelligent TV. Various new features of TV, such as cloud television, have triggered the demand for value-added television services, such as television-based online film and television, online search, Online games and other functions need the corresponding content services and accessories product support. Skyworth has chosen to use membership marketing. On the one hand, it strengthens the interaction between TV users and Skyworth Mall, and increases the stickiness of users' use of value-added services. At the same time, we hope to form brand effect and word-of-mouth publicity among the users; on the other hand, through the establishment of CRM customer management system and member service guidelines, we can conduct detailed data marketing of members; secondly, according to the service needs of members, Improve the company's new product development and service capabilities. According to the characteristics of Skyworth Coolco Mall and the characteristics of its members, This paper designs a membership marketing scheme suitable for Skyworth Kukai Mall: through the collection and analysis of TV user data of existing Skyworth system, it establishes the membership service standard and membership management system, and through the management of member level, Make clear member grade and member rights and interests, adopt different marketing methods and means for different members, set up website experience promotion plan according to the characteristics of e-commerce and customer's shopping needs, Finally, the paper analyzes and summarizes the problems that may be encountered in the process of implementing membership marketing plan and the places needing improvement.
【學位授予單位】：華中科技大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F274;F426.6

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