The Research Of Membership Card Targeted Promotion Based On Consumer’s Self-concept

With the rapid development of commodity economy, enterprises are fiercely fightingfor consumers. Membership card targeted promotion is getting more and more consumers’graces. It becomes a means for enterprises to compete for customers in the fierce marketcompetition. If consumers are divided into different classes according to consumers’self-concept, it can be more effectively segment market and make up the deficiencies incurrent process of membership card distribution.This thesis uses questionnaire to collect data and uses the means of factor analysis,correlation analysis, difference analysis and regression analysis by statistical softwareSPSS16.0.Firstly, this thesis classed the fourteen factors in the scale of consumers’ self-conceptinto fashion-factor, family-factor, fervor-factor, feeling-factor and freedom-factor usingfactor analysis. Then it classified consumers into fashion-consumer, family-consumer,fervor-consumer, feeling-consumer and freedom-consumer according to the highest factorin the five factors.Then, this thesis analysised consumers’ self-concept and membership cards bycorrelation analysis. What’s more, it analysised the different membership cards’ behaviorsof different self-concept’s consumers to created Logistic regression model. In the model,the five factors of consumers’ self-concept were independent variables. What’s more, thedependent variables were the willingness of consumers’ own of membership card, theissuance ways of membership card that consumers prefer and the motivation of enterprisesissue membership cards that consumers agree. Therefore, the conclusions of this modelwere as follows:(1)Fashion-factor and freedom-factor affect the willingness of consumers’ own ofmembership card. The affection of fashion-factor is higher than the affection offreedom-factor.(2)Fashion-factor affects the membership card’s issuance ways of buying thatconsumers prefer.(3)Fervor-factor, feeling-factor and freedom-factor affect the membership card’sissuance ways of gifts that consumers prefer. Their affection from high to low arefreedom-factor, fervor-factor and feeling-factor.(4)Fashion-factor affects the membership card’s issuance ways of buying+10thatconsumers prefer.(5)Fashion-factor, feeling-factor and freedom-factor affect the motivation of enterprises issue membership cards that consumers agree is to feedback old consumers.Their affection from high to low are feeling-factor, freedom-factor and fashion-factor.(6)Family-factor and feeling-factor affect the motivation of enterprises issuemembership cards that consumers agree is to enhance the consumers’ base. The affection offeeling-factor is higher than the affection of family-factor.(7)Fashion-factor and family-factor affect the motivation of enterprises issuemembership cards that consumers agree is to encourage bulk buying. The affection offamily-factor is higher than the affection of fashion-factor.(8)Feeling-factor affects the motivation of enterprises issue membership cards thatconsumers agree is to encourage frequent buying.(9)Family-factor and freedom-factor affect the motivation of enterprises issuemembership cards that consumers agree is to raise switching costs. The affection offamily-factor is higher than the affection of freedom-factor. What’s more, freedom-factor isnegatively correlated with the dependent variable.Finally, this thesis proposed different strategies of membership card targetedpromotion for each type of consumer according to the quantitative analysis, so thatcompanies can attract the target customer groups, enhance competitiveness and develop thebest marketing plan.