文档介绍：02 2 5 2 51 50曾胜涛 “联合会员卡平台”营销研究
摘 要
上海,是中国的经济中心,也是中国第三产业最发达的地区。上海的商业发展,也衍生出很多围绕商业企业运作的项目。“联合会员卡平台”就是在这样的背景_F诞生的。这个平台是利用Ic卡技术,用一张通用的会员卡来取代上海现有的会员卡,同时为商业企业,银行等机构以及个人会员提供服务的平台。
在“联合会员卡平台”中,主要的相关因素有商户,消费者,银行和银联。可以醴,这是一个有着“多赢”理念的平台。现在,需要解决的问题是商户对于平台的信任:银行对于利润划分的考虑,会员对于这样一个全新平台的接受程度,以及银联对于这样一个“类似”的竞争对手的反应。
对于国内来说,这是一个全新的平台,并没有成功的经验可供借鉴。此论文的目的一方面在于去理清上面所说的问题,另一方面在于通过调查与分析来整理出如何进行有效的营销途径,从而使该项目在推广的过程中可以有所依据。同时可以为国内的相似的平台的研究提供借鉴。
在介绍了项目的背景资料后,本文前段主要采取了SWOT分析和竞合策略分析并理清了平台所在的环境以及周围的因素对于平台的影响,并制定出相应的策略;然后采取市场调研的手段,对消费者行为进行调研;对市场进行细分, 并根据目标市场的特征,制定了相应的营销策略。最后对于该平台可以衍生发展的经营项目进行了讨论。
关键字:联合会员卡平台 竞合策略市场研究 衍生服务
0225251 50曹胜涛 “联合会员卡平台”营销研究
Abstract
Shanghai iS the economiC center of China,and iS alSO the most dave]oped city of the tertiary industry in deve]opment of Shanghai,derive out a lot of projectS around the operation of merchandiSing corporations. “Union Membership--card P1atform”emerges under the background,which adopts technology of the IC card,replaces the existing membership card of Shanghai with one membership—card,and provides service for merehandiSing corporations, indiVidual members and banks.
The main relevant factors of the platform are merchandiSing corporations,consumers,banks and China the main idea ofl the platform iS“win all”.Now,the problem need to be solved iS the trust to the platform from merchandising corporations:the profit distribution with the bank,the member’S degree of accepting such a brand—new platform,and the response from China UnionPay for the “Similar rival”.
‘I'o China,thiS iS a brand new iS no eeding experience for purpose of thiS thesiS iS aS belOW:solving the question mentioned above,making the marketing report from the research and study for the popularization of‘the the other hand,offering reference for the studying of'the similar pjatform.
After the background materialS introduction,thiS tbesi S analyses the surrounding of the platform and the effect from the rel