Research On The Marketing Strategy Optimization Of Merbership In SN Company

After years of development of Internet,especially the rapid development of mobile Internet,the transaction scale of e-commerce market in China has been growing continuously,and the growth rate has shown a rapid decline trend year by year.Under the background of the current slowdown of Internet traffic growth and the peak of traffic dividends,large ecommerce enterprises have acquired and deposited a large number of members through extensive expansion of traffic sources.The cost of maintaining the stock members and the cost of acquiring new members are high,and the cost of new users is significantly higher than the maintenance cost of the old customers.The precise operation of users has become an important operation content of the enterprise Intelligent scenario marketing based on big data technology and AI technology provides support for the growth of e-commerce enterprises.This paper takes SN Company,the leading retail industry of Internet e-commerce as the research object,analyzes the overall situation of the industry and the current situation of the marketing strategy of the members of SN Company.It studies the precise marketing strategy of the members based on the scenario marketing theory by using the emerging technologies such as big data and AI in the new economic environment and industry trend.The scenario is the breakthrough and new member Precision marketing plan can realize the growth of total membership,tap and activate the potential value of large number of members,and contribute to the continuous growth of enterprise scale.This paper makes an inventory of the member marketing process of SN Company,and studies the member precision marketing strategy implemented at the current stage,and finds some shortcomings of the member marketing strategy,such as the lack of rich marketing means,the limitation of marketing channels,the lack of precision of marketing crowd,the lack of scene marketing opportunity and so on.For a large number of users,how to effectively activate and transform is a huge wealth for the enterprise.It needs efficient and accurate operation to stimulate the contribution of a large number of members to the total sales volume.The research of this paper has good application significance for SN Company and Internet e-commerce retail industry.The problems analyzed in this paper and the cases of enterprise member marketing practice will help domestic enterprises in the same industry to understand the latest direction of member marketing of leading enterprises in the industry,and also provide a reference for member marketing,which has good industry practice reference significance.It also provides decision-making basis for the operation of the same type of small and medium-sized e-commerce enterprises,and has a certain practical significance for realizing the digital transformation of domestic e-commerce enterprises.In this paper,the case study of scenario marketing theory in the role of enterprise member marketing to help enterprise growth mechanism,and combined with big data technology and artificial intelligence technology,through the construction of scenario matrix model to verify the core elements of scenario marketing theory.The practical results are helpful to enrich the content of member marketing and scene marketing theory,and supplement the empirical analysis of previous scholars in the theory of member marketing and scene marketing.