Research On The Promotion Strategy Of Paid-up Membership Management In W Shopping Centre

As people’s living standards and requirements for quality of life continue to rise,and competition in the commercial real estate market intensifies,the grabbing of quality and spending customers and the cultivation of loyal customers are the key to winning the market competition.The development of a shopping center’s own membership has become the most mature marketing technique in the commercial real estate market,and the cultivation of membership has had a positive impact in expanding spending customers,increasing repeated purchases,enhancing customer stickiness,and increasing the willingness of customer purchases.Nowadays,all major shopping centers have launched their own membership management system.Under the overall requirement of profitability,the requirement of member consumption contribution and loyalty is increasing year by year,while the cost of membership maintenance is compressed,along with the decrease of member consumption stickiness after the cost reduction.This way of exchanging membership loyalty with investment gradually exposes the current bottleneck and dilemma of shopping center membership management at present.How to improve customer loyalty and activity while balancing the cost of membership operation has become the problem that shopping centers need to face in terms of customer relationship management.In recent years,the paid membership management strategy represented by Costco warehouse supermarket has successfully solved the problem of maintenance cost investment and sustainable profitability while ensuring high membership activity,which can be used as a case reference for shopping center membership management.This paper takes the membership management of W shopping center as the research object,takes the improvement of member loyalty as the entry point of the management strategy research,takes the paid membership system as the research case for the problems of shopping center membership management,follows the research method of "finding problems,analyzing the causes and proposing targeted strategies",and analyzes the problems and causes encountered in the management process.Based on the analysis of the macro environment and the market environment of Jinan shopping center,as well as the research on the consumers and members of W shopping center,the study proposes a paid membership management strategy for W shopping center,finds a paid membership management plan suitable for the development of the shopping center,and proposes effective measures for the implementation of the plan.On the one hand,this study enriches the research content of membership management in shopping centers by providing actual cases of membership management in W shopping center,on the other hand it provides practical management suggestions and implementable paths and safeguards for the development of paid membership in shopping centers.