创维酷开商城会员制营销分析-membership marketing analysis of skyworth cool open mall.docxVIP

华中科技大学硕士学位论文华中科技大学硕士学位论文IIIIAbstractThe TV industry is pushed to quickly develop due to the syncretic technology of 3 kinds of nets are implemented, The new ideas of TV terminal is leaded into the general family, It develop the peripheral additional value service market of the TV. It is imperative under the situation for Skyworth Coocaa shopping mall to develop the member marketing under the potential members and demands. Thesis is described how to develop member marketing based on the TV valued B2C electron business affairs web in Skyworth Coocaa shopping mall.Thesis firstly analyse the current status of Skyworth Coocaa shopping mall, The main customers are the TV owners, The additional value demands are touched off by the new functions of internet TV, super clear TV, multi-screens, 3D TV, intelligent TV, cloud TV, etc. online movie, online search, online game etc, which need the related content source and hardwares to support. It strengthens the intercourse each other between TV user and Skyworth Coocaa shopping mall one side. Improve the interest of user to additional value service. At the same it will come into bing the name brand domino offect and public praise drumbeating in the members. On the other hand, Implement the fine data marketing for members by set up the CRM customer management system and member service system. Upgrade the new products and the service by demands of the members. The member marketing method is designed in thesis which suit the Skyworth Coocaa shopping mall base to the characteristic and member characteristics. Thesis presents the Skyworth Coocaa shopping mall membership marketing model framework:To collect and analyse the TV user data. Set up the service system and the management system for members by class the user data. Specify the rights and interests for different members, Implement the corresponding sales method for the different members. Set up the plan of web experience by the demands of members from Skyworth Coocaa shopping ma