The Study On Membership Marketing In Mass Communication Perspective

Membership Marketing is a new type of marketing mode which began to rise gradually at the 90s of 20th century. As a new kind of marketing idea, although the development process of membership is not very long, it has a continuous process of reform and correction during its developing time. However, it was accepted by most scholars at marketing fields these years, the study of its theory building is still not completely full. In particular, since the last part of 20th century, the membership programme came into our country's marketing fields and made a quickly penetrate into all kinds of industries'marketing strategy. As only to follow the Western countries'mode and not has its own thinking, the membership program did not get the desired result in China.Lack of the theoretical studies has to make the contradictions and obstacles in practice. This study follows the basic law of marketing theory, which means from practice to the theory, and then to the practice again. We use the practical experience and results from the academic research by others, and try to get a more in-depth analysis and logical construction. Different from others'research which put the view on the marketing theory, our study put the membership marketing in the mass communication perspective. Our study makes the development process of membership program as the main research direction. This study chooses four points of the mass communication's theory, which have important significance to the development of marketing fields as the argument to research. From this kind of study, we can get a more intuitive and persuasive explanation to the development of membership program.The aim to build a complete theoretical system is to back to the practical fields. In this research, we made the practice process of the membership program as another emphasis of our study. We try to make an objective analyze to the membership marketing in China these years from other scholars'studies and our own study. At last, this paper made some recommendations on the problems of the membership marketing and gave some reasonable adjustments in order to help China get better and faster development in membership marketing of marketing fields.