罗元昊《会员营销》

罗元昊《会员营销》

会员营销
得入口者得天下、得会员者坐天下

【课程背景】
中国商业的发展已经走过了三个阶段：产品稀缺时代、产品饱和时代、产品过剩时代。过往的商业从没想过与消费者建立深刻的感情，从没想过与消费者互动。大多时候都在谈产品功能、产品生产、产品运营管理。进入产品过剩时代需要研究消费者、抓住消费者，把消费者笼络在那里，锁定消费者才是商家真正的出路。COSTCO、优酷、京东等知名企业都在不遗余力发展会员。会员时代来临，得入口者得天下、得会员者坐天下！

如何利用会员模式经营企业？
如何利用会员模式轻松实现招商？
如何突破单一角度会员设计？
如何进行多角度会员设计？
合格的会员模式包括哪些要素？
会员营销具体又需要如何操作？
如何快速获取大量会员，锁定消费者？

就是本课程的内容所在。课程将从会员营销的好处、会员设计的5把利器、会员营销的4大要素方面进行会员营销模式的设计与营销。课程有详细的方法、策略以及可实操的工具。突破空洞的理论、无法落地的窘境。注重自我对照、反思和制定可实施改进措施，形成自有独特的会员营销模式，实现获取大量的会员，锁定后端。

━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━

【课程收益】

掌握如何利用会员模式快速扩张
学会利用会员模式快速轻松实现招商
掌握切割模式进行会员设计的6种策略
学会会员增设模式的玩法，任何行业均可设计会员模式
掌握会员营销打造的4大要素
学会快速大量获取会员的方法
了解会员营销中的执行误区

━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━
【课程对象】老板、CEO、营销部门负责人、各部门高级经理、总监、店长、营销骨干。（本课程涉及到营销策略及营销流程的优化，须有决策权的领导者参与）
━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━
【课程时间】2天（6小时/天）
━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━
【课程特色】
采用学员分组模式。实战型职业培训讲师，于风趣幽默，用通俗的语言传递实用方法，可让不同文化层次的学员轻松理解。方法、策略实操性强，善于在导入方法的基础上挖掘参与者智慧，最终将方法与企业实际结合，得出可直接落地生根的操作策略或方案。
━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━
【课程大纲】
第一章你为什么必须做会员？

1、商业进化的三个阶段

产品稀缺时代：敢干就能赚钱

产品饱和时代：定位、概念区隔

产品过剩时代：必须抓住并锁定消费者才是未来的出路

2、会员营销的4大意义

1）降低获客成本

2）降低客户关系维护成本

3）降低教育客户成本

4）得入口者得天下，得会员者坐天下

3、如何利用会员营销模式经营企业？

1）经营保障：客户把钱和频率留在这里

2）不受经营场地限制：线上线下均可展开

3）后端延伸

4）如何利用会员营销模式招商？

   会员模式助力招商的5大利器
         案例分析：连沃尔玛都惧怕的COSTCO超市会员营销模式解析
                   优酷、京东会员模式解析

5、会员时代来临，没有不能做会员的行业

第二章如何利用切割增设模式设计会员？
1、6大切割模式低成本设计会员（适用于90%的行业）

局部切割模式
阶梯级别切割模式
时段切割模式
空间切割模式
频次切割模式
人群切割模式

2、如何利用3大增设模式进行会员设计（适用于所有行业）
   1）产品增设
   2）代金券增设
   3）虚拟服务增设
案例分析：华为模式、格力模式、墓地会员增设模式

第三章会员设计的3把利器
1、资格
     1）折扣资格
     2）返利资格
   3）特殊福利资格
2、转营
     1）如何进行前后端配合快速吸收大量会员
     2）转营操作步骤
3、联合
1）如何杠杆借力链条商家进行会员设计与营销
2）联合制会员营销操作步骤

第四章会员营销的4大要素
1、会员营销的7大目的
2、会员营销要素之一：基本权益
1）基本权益设计的3个角度
2）尖刀+赠品礼包策略
3）多次打包+赠品礼包策略
4）利润腾挪+礼包3种策略
5）6大资格+礼包模式
6）返钱模式
7）会员关联到后端盈利方法
3、会员营销要素之二：赠品礼包
          1）赠品效果不好的3大原因
          2）放大赠品价值的7个放大器
          3）赠品价值塑造的3种方法
          4）打消客户顾虑的4种策略
4、会员营销要素之三：裂变机制
         1）裂变解决的3个问题
          2）裂变驱动原动力
          3）3种有效的裂变模式
          4）转介绍失败的3个原因
5、会员营销要素之四：超级特权
          会员特权的8种模式

第五章会员营销操作的注意点
1、会员模式关注的两个指标
会员基数
回头率
2、会员卡执行的3个误区

注：本站文章转载自网络，用于交流学习，如有侵权，请告知，我们将立刻删除。
Email：grlwwf@163.com

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SELECT * FROM `hsgl_888_2022`.`hsgl_kcmod` WHERE teather like '%罗元昊%' ORDER BY updatetime desc LIMIT 5; [ RunTime:0.000408s ]
SELECT * FROM `hsgl_888_2022`.`hsgl_szwz` WHERE `glsz`='1260' AND `status`=99 AND `catid`=31 ORDER BY updatetime desc LIMIT 30; [ RunTime:0.016139s ]
SELECT * FROM `hsgl_888_2022`.`hsgl_szwz` WHERE `glsz`='1260' AND `status`=99 AND `catid`=30 ORDER BY updatetime desc LIMIT 30; [ RunTime:0.003675s ]
SELECT * FROM `hsgl_888_2022`.`hsgl_kcmod` WHERE teather like '%罗元昊%' ORDER BY updatetime desc LIMIT 10; [ RunTime:0.000400s ]
SELECT * FROM `hsgl_888_2022`.`hsgl_szwz` WHERE `glsz`='1260' AND `status`=99 AND `catid`=65 ORDER BY updatetime desc LIMIT 9; [ RunTime:0.000407s ]
SELECT * FROM `hsgl_888_2022`.`hsgl_shizi` WHERE (`keywords` LIKE '%%')and catid<>31 ORDER BY updatetime asc LIMIT 9; [ RunTime:0.002203s ]

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