【作者】 刘琪；

【导师】 常亚平；

【作者基本信息】 华中科技大学 ， 工商管理（专业学位）， 2021， 硕士

【摘要】 经历新冠疫情后,线下实体商业进入更加激烈的竞争时代。沉睡顾客难唤醒、难激活、难到店是零售行业普遍存在的问题。A购物中心在新店开业红利期过后发现,新会员获客成本上升,存量会员规模扩大,沉睡会员数量也随之增加,导致维护费用和沉没成本都增多。有研究表明,成功唤醒沉睡顾客,有助于再次激发金卡会员活力,持续贡献会员价值。但目前会员管理领域研究的重点在于会员体系建设,对沉睡顾客唤醒研究较少;且相关研究多为理论研究,鲜有企业真实案例和数据佐证沉睡会员唤醒的相关理论。因此,本文运用客户关系管理、精准营销、沉睡会员唤醒策略等理论,围绕如何有效唤醒A购物中心沉睡金卡会员这一难点问题展开研究。文章首先介绍了唤醒沉睡金卡会员的意义和背景,回顾了客户关系管理、顾客生命周期、精准营销等理论并梳理了相关文献。其次,介绍了A购物中心会员管理制度与过往唤醒策略。根据相关理论,结合工作实际经验相结合,提出沉睡顾客唤醒优化策略“三部曲”,最后从回店人数、回店率、回店消费金额等维度对比了优化前后的唤醒效果,数据表明优化方案行之有效。通过研究发现:第一,仅根据会员末次消费时间筛选的沉睡会员数据不够精确,应通过对比停车记录等方式剔除无效会员,得到更精确的沟通对象;第二,同等价值的奶茶、电影票等娱乐性礼品,比生活日用类礼品更吸引A购物中心沉睡金卡会员回店;第三,智能客服外呼系统叠加微信模板消息的沟通方式,比只用短信沟通效果更好、成本更低。本研究对A购物中心或类似企业的沉睡会员唤醒提供了切实可行的思路和具体方法。更多还原

【Abstract】 After experiencing the COVID-19 epidemic,the offline commercial industry has entered an era of more intense competition.It is a common problem in the retail industry that sleeping customers are difficult to wake up,activate and back to the shopping mall.Gained bonus from new store opening period,Shopping Mall A found that the cost of acquiring new members has increased,the scale of existing members has expanded,and the sleeping members has also increased,which resulting in increased maintenance costs and sunk costs.Some study had shown that successfully awakening sleeping customers can help stimulate the vitality of gold card members again and continue to contribute to member value.However,the current research relating to membership management is focused on the construction of the membership system,and there are few studies on the wake-up of sleeping customers.The related research is mostly theoretical research,and there are few real cases and data supporting the related theories of wake-up of sleeping members.Therefore,this dissertation used theories of customer relationship management,precision marketing,and sleeping member wake-up strategy to study the case of how to effectively wake up sleeping gold card members of shopping mall A.The dissertation first introduced the meaning and background of waking up sleeping gold members.Secondly the theories of customer relationship management,customer life cycle,precision marketing were reviewed and related literature was sorted out.Then the dissertation introduced the membership management system of shopping mall A and wake-up strategies in the past.Combined related theories with actual work experience,a "trilogy" of awakening optimization strategies for sleeping customers was proposed.Finally,the wake-up effects,including the number of gold card members back to the mall,the rate of returning,and the amount of spending on returning,were all compared with the previous situation.The result showed that the optimization worked.The research conclusions were there.First,the data of sleeping members filtered only based on the last consumption time of was not accurate.Invalid members should be eliminated by comparing the parking records and other methods to obtain more accurate communication partners.Second,entertainment gifts such as milk tea and movie tickets were more attractive than daily-use gifts,if they were in same value.Third,the communication method of smart customer service outbound call system plus We Chat template messages could get better effect and lower cost than just using text messages.This research provides practical ideas and specific methods for awakening sleeping members of shopping center or similar enterprises.更多还原