The Optimization On Membership Marketing System Of K Automotive Company

China has become the world’s largest auto consumer market,and in recent years established its own car consumption status.In the increasingly fierce competition in the Chinese automotive market,consumers are imperceptible to the updating cognition of the car and aftersales marketing.The auto manufacturers and brand owners are exploring new marketing methods to maintain customers,so as to improve their profitability.In gradually from the traditional marketing way to the new marketing mode in the process of change,to every corner of the membership marketing concept has been quietly into people’s lives,its development trend also attracted the attention of many companies,including BMW,Mercedes Benz,such as some famous automotive manufacturers,they are trying to sale to the customers of their car club services,so as to enhance its service profitability,customer retention and brand premium.The brand B of K automotive company in 2014 launched its own car club service,which is the first membership service that K automotive company launched to their customers.As the only official membership organization,The brand B of K automotive company car club hope it can provide a full range of contract,the high value of the car service based on the strong customer service management system of K automotive company.In this paper,prepared by members of research presentations and literature marketing theory to K automotive Company B brand affiliate model,combined with the affiliate,the concept of customer relationship management theory,customer life cycle management theory and marketing system,It introduces the architecture and structure of K automotive company membership marketing.Status-based marketing by member companies of the analysis,including analysis and investigate members of the popularity of consumption,the effect of activity and turnover rate data,gives affiliate model K car company B brand current embodiment of the problems and crux.Finally,value,customer relationship management and customer lifetime value of the customer’s point of view as a starting point,proposed K automotive Company Owners Club brand synergy detailed optimization tips and methods in four areas in the system design,operational processes,marketing activities and system in order to improve customer loyalty,customer contributions,to increase market share and increase the club’s brand reputation for enterprises to establish a more complete and competitive advantages of membership marketing system provides innovative advice.