The chronicle of Chinese milk powder is started from 2003.By 2018,the new policy of milk powder will be a serious challenge for the whole industry,but it is also a big opportunity.The safety supervision of milk powder has risen from the product level to the whole production system.The domestic milk powder enterprises have ushered in a recovery and expected to step into a new stage of higher level and stronger strength.To take advantages of the new policy of milk powder,the domestic milk powder enterprises are seeking new breakthroughs and the trading-up are becoming more and more obvious in the reincarnation of the milk powder industry.It has become the driving force of the new competition era of the milk powder industry.This round of trading-up has dispensed its reliance on attributes,such as price and utility,etc.It emphasizes on the recognition of personality,service and values.In line with trading-up,with the assistance of big data,the member management plan is improved.Through the accurate analysis of members,the members’ needs are more focused on listening,communication and interaction,to enhance the loyalty and activity of members,to enhance the member experience,and let member resources become a tremendous wealth for companies.From simply talking about benefits to members to talking about needs,emotions,and making a brand of milk powder with temperature,this is a long path of continuously improvement.It is also the essential way for the reform that needs to be focused and transformed in the market competition environment.This paper applies the achievement of information management and marketing theory research.Taking the BM company as the research object,through the data support and data analysis of CRM information system,to make a comprehensive analysis of the deficiencies of the original program,by combining with the membership management framework of BM company,to propose the improvement program for membership management,and trough the layout and program of membership management visual optimization marketing strategy,to explore specific way of marketing transformation and upgrading.Ultimately,to achieve a win-win situation for enterprises and users.Membership management is a customer relationship management model,at the same time it is also a successful customer relationship marketing model developed to maintain a long-term trading relationship with customers.After the current economic environment,Internet environment,member cognition and other factors have been subversive improvement,how can we change our approach to manage the business with members.As the cost of effective membership increases,when membership became popular again as a consumer relationship model,how does the enterprise manage this membership relationship,determines the future of the enterprise.This paper sorted out the key problems existing in the management of BM company’s membership,membership renewal,membership level and membership points,including poor data quality,lack of data analysis,low continuation rate,insufficient incentive to purchase,excessive class division,unclear service differentiation and lack of upward pull,low exchange rate of points,and lack of attractiveness in exchange,etc,then analyze the causes of existing business problems,including the environment influence,response mechanism and marketing concept reason.After analyzing the current situation and causes,put forward the improvement design scheme of member data label management,member consumption scene management,member level service management and member points rights and interests management.Membership management business plan improvement design can effectively improve the enterprise membership management business efficiency,improve service level.The enterprise should know clearly that,from an ordinary consumer who is moved to join the membership system,to an enterprise that hopes that members will never give up and become our loyal members,enterprises need to get to know their members,and spend more time and energy to provide better services for them.Membership management is a comprehensive and comprehensive management business,by setting clear goals and designing comprehensive scientific solutions,tailored to create a set of BM company membership management improvement program.Through the research of this paper,we hope to provide solutions to the common problems existing in the membership management of milk powder enterprises in China,to improve the service ability,improve the level of management,improve market competitiveness and achieve other goals. |