从西方企业的经验来看,美国企业80%的营业收入,都是企业会员贡献的,而他们大多都是终

身客户。在世界五百强公司中,很多采用会员制营销从而成为了世界巨头,例如,安利、玫凯琳、

SBC、PDVSA、麦德龙等几十家全球有名企业。西方国家一直广泛应用会员制作为其主要的营销模

式,也成为这些企业培养顾客忠诚度的最行之有效的营销手段,而会员制营销也因此覆盖了所有行

业。

随着营销管理理念的深入与发展,中国企业对会员制营销策略的试用趋之若鹜。但是,很多企

业在实施了会员制营销之后却发现,营销手段与经营业绩似乎背道而驰,营销管理与客户关系之前

渐行渐远。在这种环境下,针对企业会员制营销的更深入探索具有积极的意义。选取宁夏亿嘉阳光

国际贸易有限公司为代表,分析会员制营销在亿嘉阳光国际的实践与发展,为宁夏亿嘉阳光国际贸

易有限公司提出可行性建议。

关键词:会员制,营销,客户关系管理

Abstract

Content: According to the experiences of western enterprises,80% revenue receipts are contributed by

member customers, most of whom are lifelong customers. Many of the world's top 500 companies adopt

membership,like Anyway,Mary Key,SBC,PDVSA,and Metro.Membership is comprehensively adopted as

the main marketing model in western countries, and it is also the most effective marketing method of

culturing customer's loyalty, as a result,membership covers the all most all the industries.

With the deepening and development of marketing concept, Chinese enterprises can't wait to try

membership. But after carrying out the membership, they found the operating result does not go to the

same direction with he marketing method, and the distance between the marketing management and clients

relationship become farther and farther. In that situation,it is positively meaningful to deeply study

enterprise membership.Taking Ningxia Sunnymall International Trading Co., Ltd as an example,the paper

analyses the practice and development of membership in this company,and puts forward the practicable

proposals for it.

Key words: Membership,marketing,customer relationship management (CRM)