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广州市零售企业十年来推行会员制的成功实践证明了会员制是零售企业拓展顾客资源一项有效的营销策略。本文从广州的实际情况出发,提出了零售企业在会员制基础上进一步实施客户关系管理(CRM)的必要性和经营策略上的建议。
The successful practice of membership system of retail enterprises in Guangzhou over the past 10 years proves that membership is an effective marketing strategy for retail enterprises to expand customer resources. Based on the actual situation in Guangzhou, this paper proposes the necessity and strategy of retail enterprises to further implement Customer Relationship Management (CRM) on the basis of membership system.