■ Tang Dalin
At present, membership system and membership card have become a common practice of corporate marketing, whether it is a physical store or a variety of e-commerce, they retain customers, activate purchases, and promote repurchase through a variety of membership systems. It is no exaggeration to say that affiliate marketing has become the most popular model of consumer relationship. It plays a powerful role in guiding customers and increasing stickiness, helping enterprises win the market and win customers.
The traditional membership system originated in Europe in the 17th century, when the feudal aristocracy organized various closed VIP clubs in order to distinguish them from the common class. In the late 18th century, the concept of membership was introduced into the consumption scene. From the beginning of the 20th century to the 80s, the modern version of the membership system became popular and gradually spread to all levels of society. Since the 90s of the 20th century, with the birth of the direct sales model and the emergence of the Internet, the membership system has been favored by Internet companies. In the 21st century, in the context of Internet+ and consumption upgrading, the digital economy and platform economy have given birth to a more diversified membership system. Today, the membership economy has blossomed everywhere.
The essence of membership marketing is that enterprises transfer a part of their interests to consumers, and cater to their superior psychology, enhance consumer loyalty, and achieve the purpose of establishing, expanding and stabilizing the market. The key to successful membership marketing lies in designing a reasonable membership system, providing customers with personalized and intelligent services, carrying out multi-channel publicity and promotion, and deepening member interaction and emotional connection.
In the context of the digital economy, the mobile Internet has broken the boundary between online and offline transactions, and the separation of the rights and interests of members of different channels of traditional retail enterprises has seriously affected the customer experience.
This book takes the all-member marketing of refined oil sales enterprises as an example, and systematically sorts out the author's exploration and practice of building a "oil melon seed" all-member service system driven by digital transformation during his employment in oil sales enterprises. From this book, we will learn the following.
First, understand the internal logic of affiliate marketing. This book starts from the "past and present life of the membership system", and combines with the current hot spots, and elaborates on the definition, advantages, and development of membership marketing. We can find the internal logic of membership marketing from the development process of the membership system and realize the essence of successful membership marketing.
Second, clarify the implementation path of affiliate marketing. According to the actual situation, choosing the right membership category is the primary problem faced by enterprises. At present, how to choose the right membership classification, how to build a suitable membership system framework, how to deepen the membership operation, in this book, we can find the answer, we can see the key steps of the implementation of membership marketing from the "oil melon seeds" and advanced enterprise cases, and build a set of membership system framework suitable for the development of their own enterprises.
Third, grasp the implementation principles of affiliate marketing. The construction of a membership system usually includes four elements, namely, membership information, membership growth value, membership level and membership benefits. Different enterprises face different market environments, and from this book, we can grasp the implementation principles of each core element, especially in the context of digital transformation, and formulate pragmatic and effective membership marketing rules around enterprise development and user life cycle management.
Fourth, expand the implementation scenarios of affiliate marketing. In the context of digital transformation, members have become an important data asset of enterprises, and at the same time, they have laid a solid foundation for sharing customer resources and promoting cross-border marketing among enterprises. In this book, a wide range of ecological alliances have been established around the rights and interests of members, and the effect of "1+1>2" cross-border cooperation has been realized. The book lists a large number of real cases from the perspective of "fission" and "fusion", which can enrich knowledge, expand horizons, and provide a reference for deepening membership marketing.
Fifth, understand the direction of development of affiliate marketing. Through the research and exploration of membership marketing, let us realize that new retail is a new stage for membership marketing, and building a full ecological service system is the new direction of membership marketing. From this book, we can understand the future development direction of affiliate marketing, the key points of implementation of affiliate marketing in the future, and the innovation and practice made in response to this new trend.
In general, "Please come to eat "oil melon seeds": membership marketing fission and fusion" is a practical manual of membership marketing, which has been officially published by the Petroleum Industry Press, which describes in detail the establishment of a full-staff, full-domain, omni-channel membership service system and membership points system, growth system, and rights and interests system. If you are interested in business management, retail marketing, and especially membership marketing, by reading this book, you will improve your cognition, be enlightened, and gain insights and thoughts in the process of reaping the joy of reading.
(The author is vice president and deputy editor-in-chief of China Petroleum Enterprise Magazine)
Chief Producer丨Wang Hui and Che Haigang
Producer丨Li Piguang, Wang Yu, Liu Weimin
Editor-in-Chief丨Mao Jinghui Editor丨Gu Yun