Membership Card Retreats, Challenge Membership Marketing

China is called "Kingdom of cards". Bank Card, but a membership card, how much of a person's membership card directly represents the identity of this person, with several top membership cards is a symbol of noble status.

After the central "restriction order", when the news reports that the high consumption of civil servants is turning to the clubhouse, the Central Commission for Discipline Inspection recently "sword" member card corruption, requiring discipline inspection and supervision cadres to limit all kinds of name card cards by June 20th. This is a manifestation of increasing anti-corruption efforts, and will also cause great changes in China's relationship marketing.

In fact, the important role played by the word "relationship" in Chinese society can be seen. After twenty-first Century, Encyclopedia Britannica has officially collected the word "relationship", but the relationship between China and the west is totally two concepts. In the west, the so-called relationship marketing is how to maintain good business cooperation relationship with large customers, but gradually evolved into a delicate relationship in China. Business affairs Cooperation has become a family friend relationship. Today, relationship marketing has developed to a deeper stage. Using various kinds of membership cards to bribe has become a popular trend. The rules of the hidden rules become obvious. The "limit card order" immediately touches the nerves of many high-end consumer industries. We can not help asking, who is the main force of high consumption in the present society?

Since the consumption of the general public is basically transparent, why do the three public consumption are often labeled as "confidential"? Why is there such a huge grey area for many years of anti-corruption? The emergence of such a situation is very important because the "third party payment" is not the consumer side. The so-called "third party payment" is not the third party trading platform that everyone understands, and there is actually another person in it.

There is a high-end shopping mall near the administrative district in Beijing. Almost all consumers are shopping with membership cards, and there is little cash circulation. The so-called third party is destroying the business environment of China's fair trade in a way of "latent consumption". China's high-end membership card consumption is also varied. Millions of golf cards, beauty cards and lifelong medical cards are easily seen. This is definitely beyond the consumption of ordinary people and even high-income families.

Membership card has been invented since the beginning of the last century. It is a great marketing invention. Membership marketing is also called club marketing. Membership consumption has many advantages to the sales of enterprises. Its access to consumption, fixed consumption and pre consumption mode maintain the stability and loyalty of customers, and effectively bind consumers to enterprises. In China, this marketing mode is endowed with strong Chinese characteristics and has become an excellent means for communication between government and business.

Will the effect of "limited card order" be effective? Membership card can be refunded. consumption "Can we get back?" "accustomed mouth, broken legs", "relationship" is becoming a core competitiveness society. It is no easy task to break the "commercial hidden rules" by using the card.

From another point of view, businessmen naturally have the way to deal with it. It can be said that "the road is one foot high and the devil is tall."

The membership card handling system of a high-end consumer place in Beijing can be described as a bit of a problem. Members who handle membership cards can carry out a photo identity card. The reason is that "inconvenient" can not submit personal photos, and even more, without identity cards, they can handle, pay, send cards, hold cards for life, and deny cards.

Although this is a seemingly no win game, but for businessmen, we dare to predict that there will be a large-scale withdrawal card climax in the near future. From high-end consumption to public consumption, how can businesses cope with the "too long ride" of public consumption? If you get off the train, will you still walk on your own? Business spending is a unhealthy profit model for businesses. In the era of Internet media, all high consumption is likely to be exhibited in the sunshine. The third member payment card type "latent consumption" will gradually decline. Enterprises actively seek for a benign market and make products or services more suitable for mass consumers, so as to enable enterprises to establish healthy and sustainable enterprises. business Pattern.