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论文编号：	11452
作者编号：	2320170662
上传时间：	2019/12/16 16:41:53
中文题目：	基于RFM模型的X商场会员积分计划改进研究
英文题目：	Research on the Improvement of X Store Member Points Program Based on RFM Model
指导老师：	石鉴
中文关键字：	忠诚计划；客户忠诚；RFM模型；会员积分；零售商场
英文关键字：	Loyalty Programs, Customer Loyal, RFM Model, Member Points，Retail
中文摘要：	摘要 随着中国经济的发展和消费模式升级，零售业的业态发展从传统的实体零售发展到全渠道零售，增长方式从以增量为主向挖掘存量转变，市场营销由产品导向转变为客户导向，零售商越来越重视以客户为中心的营销策略。零售商场为在激烈的市场中竞争提升客户忠诚度，不断改进提升商场的商品和服务、业态搭配、强化客户关系系统建设、升级信息化水平。通过对学术界关于忠诚计划和客户忠诚的研究归纳总结发现，忠诚计划能有效影响客户忠诚度。忠诚计划是关系营销手段之一，目的是培养客户对零售商场的消费习惯，激励客户进行重复购买，以和客户建立长久且稳固的关系。其中会员积分计划就是零售商场应用最为广泛的一种客户忠诚计划的形式。 本文以X商场为研究对象，采用文献研究法、比较研究法、案例分析法，梳理了忠诚计划的概念和相关文献理论，并就忠诚计划对客户忠诚的影响进行了文献综述和理论阐述。结合对RFM模型的相关理论研究，对X商场的会员积分计划存在的问题和应对策略进行了分析和研究。 首先通过研究X商场会员积分计划管理现状，发现商场现在面临的主要问题是客户忠诚度在下滑、推行忠诚计划导致财务压力大，分析其原因一方面是外部的电商、积分联盟等形成了客户分流，另一方面商场自身的原因在于忠诚计划的社交情感价值没有得到重视、把忠诚计划视同促销手段、对会员的评估和对积分计划的评估主要以销售为主等。根据以上研究内容，基于忠诚计划理论和RFM模型理论，提出了X商场的忠诚计划改进方案，从整体的忠诚计划体系架构、经济功能价值、社交情感价值等方面提出了改进策略，并运用RFM模型对商场现有会员进行抽样分析研究，主要通过对积分的数据分析来识别会员价值和积分计划效果。本文提出了针对目前零售商场的有效的会员积分计划改进方案，并创新地运用RFM模型来分析会员积分以评估方案，最后本文基于忠诚计划和RFM的局限性分析了此改进方案的局限性和未来研究发展方向建议。 关键词：忠诚计划；客户忠诚；RFM模型；会员积分；零售商场
英文摘要：	Abstract With the development of China's economy and the upgrading of its consumption patterns, the development of the retail industry has evolved from traditional physical retailing to omni-channel retailing. The growth mode has shifted from increment to tapping the full potential of existing resources stocks, and marketing has shifted from product orientation to customer orientation. Retailers are increasingly focusing on customer-centered marketing strategies. Through a summary of academic research on loyalty programs and customer loyalty, the malls have found that loyalty programs can effectively improve the customer loyalty. The loyalty program belongs to one of the relationship marketing methods, the purpose of which is to cultivate customers' consumption habits in the retail malls and to encourage customers to make repeated purchases, in an effort to establish long-term and stable relationships with customers. The member points program is one of the most widely used form of customer loyalty program in the retail malls. The integration of literature research, comparative research and case analysis is applied to sort out the concept of loyalty program and related literature theories. A literature review and theoretical explanation are made on the impact of loyalty program on customer loyalty. Combined with the relevant theoretical research on the RFM model, we discuss the membership points planning problem and coping strategy of the malls. The study proposes an effective improvement program for the membership point program targeting the current retail malls for the first time, and innovatively uses the RFM model to analyze the membership points to evaluate the program. Finally, we analyze the limitations of the improvement program based on the limitations of the loyalty program and RFM, and propose suggestions for future researches. Key Words: Loyalty Programs, Customer Loyal, RFM Model, Member Points，Retail
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