1 thought on “What are the naming of jewelry brand? What are the characteristics of the competition in this industry?”
Mitchell
Jewelry brand naming generally requires "wealth and auspiciousness, fashion classic". The competition in this industry lies in the competition of the brand, the competition of reputation and the competition of quality. /chuangye/200607/55770 /article/yjbg/12/03/1193 Marketing is science and art that develops and maintains profitable customers. ——Frillip Kotler
In the entire marketing process, customers are important factor for jewelry brands to maintain competitiveness and survival. More and more jewelry companies have strongly felt that customer resources are important resources in the jewelry industry's increasingly fierce market competition. Whoever owns customers will have the market. The competition of the jewelry brand has evolved into a battle for customers who determine the life and death of jewelry companies.
For many domestic jewelry companies, a large number of customers' loss and potential customer excavation are one of the most severe issues currently facing. How to prevent customers from losing? How to discover potential customers? How to get a competitive advantage in today's fierce customer battle? A system that combines modern information technology, business philosophy and management ideas to smoothly solve the key to corporate customer competition. This system is the CRM system widely used by modern enterprises. This article discusses the application of the CRM system in the jewelry industry. It mainly clarifies the two key issues of the jewelry industry CRM system: agency or franchise customer management and terminal customer management.
CRM's value and classification
The definition and composition of one .cRM
1.crm
CRM is a customer relationship The English abbreviation of management (Customer) is a combination of modern information technology, business philosophy and management ideas. It mainly uses information technology as a means. Through the re -combined design of "customer -centric" business processes, a automated solution is formed In order to improve the loyalty of customers and finally achieve the improvement of business operation efficiency and the growth of profits. The composition of
2.co n CRM system generally consists of three main parts, namely sales management, market management, and customer service.
(1) Sales management
CRM can help sales personnel effectively track all sales processes, replace the original artificial collation analysis process with automated processing process, and set sales information collection Become a database, so that all sales staff can share customer information and avoid the loss of customers due to the departure of the sales staff. At the same time, CRM also integrates important information such as products, pricing, goods volume, shipments, etc., shortening the sales cycle and reducing errors and repetitive work in the sales process.
(2) Market management
CRM has market analysis, market prediction and market activity management functions:
Marketing analysis can help market personnel identify and determine Potential customers and target customers, analyze the analysis of information such as population analysis, geographical area, income level, past purchase behavior, etc., more scientific, effective and more accurate to formulate products and market strategies. Analysis of profit and loss.
(3) Customer service
CRM's powerful customer database combining the sales process, marketing promotion, customer care, and after -sales service, providing enterprises with more more There are more opportunities to sell more products to the company's customers. The main contents of customer service include: customer care, disputes, order tracking, on -site services, problems and databases and databases, maintenance behavior arrangements and scheduling, service agreement, service request management, etc.
3.cRM's value
(1) Promoting the efficiency of corporate efficiency
CRM systems to integrate all business links and resource systems of the enterprise, so Operation benefits are greatly improved. The CRM system plays the role of inheritance in the corporate resource allocation system. CRM can not only comprehensively comprehensively telephone service centers, customer service institutions, terminal promotion, and network publicity to form the front -end mouthpiece of the enterprise. Owner departments integrate the internal organization of the enterprise. The integration of CRM on corporate resources has realized the information sharing of enterprises, which greatly improves the degree of automation of the business process and the work efficiency of employees, and promotes the improvement of corporate efficiency.
(2) Optimize the business chain of the enterprise CRM to make the market personnel, planning and promotion, sales staff, and after -sales service of the original "each fight". The business chain members coordinate and cooperate with "meeting customer needs" as the center; within the enterprise, the financial, production, procurement and logistics departments can also comprehensively analyze and obtain customer needs, market distribution and product sales through CRM comprehensive analysis.
(3) Discovery continues new and old customers For old customers, through the integration of corporate resources, it helps enterprises to capture, track, and use all customer information to achieve resource sharing within the entire enterprise. , So that enterprises can better manage sales, services and customer resources, and provide customers with fast and thoughtful high -quality services; for potential customers, through the improvement of system customer care, telephone visit, SMS marketing and product promotion, let customers understand and understand jewelry Brand, then feels good on the jewelry brand, and eventually transforms into a profitable customer of an enterprise.
(4) Expand the new market space CRM because the production design, sales process, and customer service system have become a whole, so that enterprises can timely from terminal feedback, customer complaints, market research research It was found that market opportunities and development of new products suitable for the market increased their competitiveness.
. The classification of CRM
CRM system is operated by computer software. According to the function, it is mainly divided into operating CRM, analytical CRM, and collaborative CRM. These The specific operations involved in CRM are not discussed here because of space limitations.
The requirements for CRM in different industries and enterprises. For the jewelry industry, the application of CRM is mainly in two fields, one is the Jewelry production enterprise CRM system, and the other is jewelry Terminal store CRM system. The following focuses on the marketing strategy of the Jewelry production enterprise CRM system and the Jewelry terminal store CRM system application.
The marketing strategy of Jewelry production enterprise CRM
For jewelry production enterprises, CRM customer relationship management is the focus of franchisees or agent management. In the process of franchisees or agents CRM management, jewelry manufacturers must adopt corresponding marketing strategies according to the characteristics of the industry. Otherwise, its customer relationship management work will not be able to grasp the key points, and it will also have a bad impact on the implementation of CRM.
It here, we mainly explain several important marketing strategies in the customer relationship management of jewelry manufacturers: relational marketing strategies and credit management strategies. These two aspects of strategies are the key tasks of customer relations management of jewelry enterprise, and the basis for ensuring the successful application of Jewelry production enterprise CRM.
. Relationship marketing strategy
The meaning of marketing (Marketing) is to regard marketing activities as a business and consumer, supplier, distributor (agent and franchise Business), competitors, government agencies and other related parties interacted, and established a process of long -term trust and mutual benefit.
The focus of the client relationship management of jewelry enterprise is to establish long -term trust through the establishment of sales and service relationships with agents or franchisees, so that agents or franchisees can maintain brand loyalty in the long run A degree, thereby prompting jewelry manufacturers to achieve long -term profit in today's fierce market competition, laying a good foundation for the survival and development of enterprises.
The agent or franchisee of some jewelry brands today is a successful example of relational marketing: Through the annual wine club, the agent or franchisee will further understand the profit of the brand's market in the past year and the development of corporate development. , Advertising promotion, new promotion and other achievements, thereby enhancing the confidence and loyalty of agents and franchisees for the brand, and can also promote the brand strength, profit guarantee, and new promotion through the wine club. Promote attracting new agents or franchisees.
At the same time, the relationship between the Jewelry enterprise CRM is more throughout the daily work of the enterprise. After the Jewelry enterprise integrates the information of agents or franchisees through CRM, a complete system of regular return visits, market research, new publicity, recommendation collection, complaint feedback and holiday greetings, birthday blessings, new store Zhiqing and other complete systems , Establish long -term stable sales and service relationships with agents or franchisees, thereby maintaining long -term trust and loyalty.
. Credit management strategy
In the market competition in the jewelry industry, in order to win customers, jewelry companies generally adopt strategies for agents or franchisees, that is, so -called so -called so -called so -called so -called so -called so -called so -called so -called so -called so -called so -called so -called so -called so -called "Making", the sales period is generally divided into one month, three months, half a year, one year, etc.
The agent and franchisees are also very keen on "expected", because this is actually a interest -free or interest -free loan obtained from jewelry companies to save the mobile funds of agents or franchisees And interest expenditure.
News using the "expected" approach to increase customer order. The more important purpose is to establish long -term partnerships with agents or franchisees, so that agents or franchisees to maintain Loyalty to enterprises. However, due to the existence of goods sales, the occurrence of accounts receivable and bad debt losses have caused the operation of the enterprise's cash flow, and the situation is even caused by a serious situation.
It's adverse effects on the management of goods for sale and bad debt loss on jewelry companies, the client relationship management system of jewelry enterprise must introduce franchisees or agents credit management systems. This system mainly includes the following three aspects Content:
1. Credit standards
Credit standards are the basis of corporate credit management. Usually the loss rate of bad debt is used as the evaluation standard. Formulate. If the loss rate of bad debt is at the normal value, strict credit standards should be taken, and only good credit customers should be sold to reduce accounts receivable and bad debt losses. Conversely, if the loss rate of bad debt is higher than the normal value, loose credit standards should be adopted, and sales are increased to promote the order volume and product sales.
2. Settlement policy
The settlement policy is to settle the payment according to different time points. Classification according to time points, generally divided into early settlement, instant settlement and delay settlement. The settlement policy of jewelry production enterprises is generally delayed settlement, that is, the "expected" described above, which is generally divided into monthly, quarterly, half -year, and end of the year. The longer the settlement time, the greater the attractiveness of the agent or franchisee, and the higher the number of orders, the more likely the loss of bad debt losses. Therefore, the settlement policy adopted is closely related to the corporate cash flow and bad debt loss rate. It is necessary to comprehensively analyze to select the settlement policy.
3. The receipt policy
The receipts policy refers to the collection policy adopted by the enterprise when the credit conditions are violated. If jewelry companies adopt an urgent receipt policy, they will reduce the loss of bad debts, but it will also lead to a reduction in order volume and even lose their original loyal customers. If a slow receipt policy is adopted, it may increase the number of orders and strive for more customers, but it will also lead to increased bad debt loss. Therefore, the collection policy cannot be unchanged, and it should be continuously adjusted according to the loss rate of bad debt.
The marketing strategy of Jewelry terminal store CRM
For jewelry terminal stores, the focus of CRM customer relationship management is the direct buyer of terminal customers, namely jewelry. During the CRM management process of jewelry terminal stores, jewelry terminal stores should also adopt a certain marketing strategy for customer management, otherwise it will cause waste of marketing resources and reduce marketing efficiency.
It's customer relationship management of jewelry terminal stores is database marketing, club marketing, etc., and will be elaborated in detail.
. Database marketing
Database marketing is a starting point for customers, mainly using computers and communication technical means to within a established framework, data in the database, Information to confirm the company's target customers and potential long -term customers, and communicate and communicate with them, so as to establish a marketing method that has a long -lasting relationship with customers.
1. Value of database marketing
(1) Accurate target consumer groups
Inned data analysis, computers can be used through population statistics and consumption The psychological analysis method of psychological analysis gathers potential customers with the same characteristics to form a target customer base.
(2) Maintaining customer loyalty
In the analysis of customer interest and behavioral data through the customer database And enhance the emotional bond with such customers, to maintain the loyalty of customers through this one -to -one care method.
(3) Determine customer deep demand
Inned investigation of types, satisfaction surveys of specific customers, and follow -up analysis of customer needs, you can find the deep needs of customers from this. To provide customers with new products or services, discover new market opportunities.
(4) Finding the marketing promotional media
The marketing propaganda goals based on the customer's database, from the area where the customer is located, purchasing habits, purchasing power, etc. , To determine the appropriate marketing publicity media and expenses.
2. Implementation of database marketing
The steps for implementing database marketing are as follows:
(1) Widely collect customer information
The customer information that needs to be collected includes the customer's name, age, occupation, family address, contact information, and customer preferences and customer psychology. For the purchased customers, their purchase information and post -purchase feedback should also be added to the customer information.
(2) Establish a marketing database
The customer information collected by the computer effectively, establish a marketing database that can be called and analyzed, so that the marketing database will become a decision for marketing strategies information.
(3) Information renewal adjustment
This to enter the latest customer information into the database regularly, and at the same time, the customer information in the database must be summarized and analyzed to find out customer needs The trend of changes has enabled enterprises to adjust cargo species and marketing strategies, and to grab market opportunities in a timely manner.
(4) Targeted marketing
After grasping the characteristics of customer needs, targeted use of promotional activities or advertising to effectively stimulate customer needs and tap potential customers. At the same time, fight against competitors' marketing strategies and achieve competitive advantages.
. Club marketing
The club refers to the organization of the enterprise to allow members to participate on the basis of equality, voluntary, mutually beneficial, and mutual benefit, and enjoy corresponding rights and obligations Association or group. Club marketing refers to a marketing model that enterprises absorb membership through organizational clubs to participate in membership and provide services suitable for members to cultivate their loyal customers, thereby cultivating enterprises to benefit.
1. The necessity of club marketing:
(1) The club is designed to retain customers for a long time, so it is more suitable for products that consumers repeat consumer for a long time. In addition to the purpose of promoting the first purchase of the membership system, the important thing is to induce the first buyers and their relatives and friends to buy.
(2) The wear and maintenance of jewelry are not a matter of overnight, but to provide consumers with long -term and meticulous and thoughtful services. At the same time Therefore, we must pay attention to long -term in -depth services; to do these services, adopt club marketing is a marketing method suitable for marketing costs and marketing benefits.
2. The role of club marketing:
This club marketing is greatly beneficial to jewelry terminal stores. The main role is:
(1 ) The first -hand information for market consumption. It can be said that the most authentic and reliable survey information comes from real consumers, and the club gives companies the most direct communication opportunities for enterprises and consumers.
(2) Product development is closer to market demand. Based on market demand, we can develop products that are more suitable for marketing. At the same time, it is also conducive to reducing the risk of product listing. The club itself is a good "experimental field". The product testing and product trial sales are conducive to increasing the chance of successful listing.
(3) Key "united" key customers. Customers who bring 80%of consumption (or profits) are 20%of key customers (or key customers), so club members are the blood of the enterprise. At the same time, it can also develop general customers into key customers or key customers through club marketing, and it is also a secret weapon that puts invalid customers outside the door.
(4) It is conducive to brand building and corporate establishment. Images and brands need to be spread, and their reputation comes from word of mouth, and club marketing can serve brand creation and corporate image shape through personal communication through the good reputation of these members. According to the theory of communication, a person can affect at least nine people. The club uses word -of -mouth marketing and is practical. It can be seen that club marketing also has theoretical support of communication sciences.
News in jewelry production enterprises and jewelry terminal stores, if this CRM system combined with modern information technology, business philosophy and management ideas, and jewelry manufacturers have adopted relationship marketing and marketing in the application process of CRM Credit management strategies, jewelry terminal stores also adopt the strategy of database marketing and club marketing. Jewelry manufacturers and terminal stores will win customer resources to the greatest extent. Markets, jewelry manufacturers and terminal stores may achieve a strong competitive advantage in the market, thereby achieving the ultimate goal of "win with customers".
Jewelry brand naming generally requires "wealth and auspiciousness, fashion classic".
The competition in this industry lies in the competition of the brand, the competition of reputation and the competition of quality.
/chuangye/200607/55770
/article/yjbg/12/03/1193
Marketing is science and art that develops and maintains profitable customers. ——Frillip Kotler
In the entire marketing process, customers are important factor for jewelry brands to maintain competitiveness and survival. More and more jewelry companies have strongly felt that customer resources are important resources in the jewelry industry's increasingly fierce market competition. Whoever owns customers will have the market. The competition of the jewelry brand has evolved into a battle for customers who determine the life and death of jewelry companies.
For many domestic jewelry companies, a large number of customers' loss and potential customer excavation are one of the most severe issues currently facing. How to prevent customers from losing? How to discover potential customers? How to get a competitive advantage in today's fierce customer battle? A system that combines modern information technology, business philosophy and management ideas to smoothly solve the key to corporate customer competition. This system is the CRM system widely used by modern enterprises. This article discusses the application of the CRM system in the jewelry industry. It mainly clarifies the two key issues of the jewelry industry CRM system: agency or franchise customer management and terminal customer management.
CRM's value and classification
The definition and composition of one .cRM
1.crm
CRM is a customer relationship The English abbreviation of management (Customer) is a combination of modern information technology, business philosophy and management ideas. It mainly uses information technology as a means. Through the re -combined design of "customer -centric" business processes, a automated solution is formed In order to improve the loyalty of customers and finally achieve the improvement of business operation efficiency and the growth of profits. The composition of
2.co n
CRM system generally consists of three main parts, namely sales management, market management, and customer service.
(1) Sales management
CRM can help sales personnel effectively track all sales processes, replace the original artificial collation analysis process with automated processing process, and set sales information collection Become a database, so that all sales staff can share customer information and avoid the loss of customers due to the departure of the sales staff. At the same time, CRM also integrates important information such as products, pricing, goods volume, shipments, etc., shortening the sales cycle and reducing errors and repetitive work in the sales process.
(2) Market management
CRM has market analysis, market prediction and market activity management functions:
Marketing analysis can help market personnel identify and determine Potential customers and target customers, analyze the analysis of information such as population analysis, geographical area, income level, past purchase behavior, etc., more scientific, effective and more accurate to formulate products and market strategies. Analysis of profit and loss.
(3) Customer service
CRM's powerful customer database combining the sales process, marketing promotion, customer care, and after -sales service, providing enterprises with more more There are more opportunities to sell more products to the company's customers. The main contents of customer service include: customer care, disputes, order tracking, on -site services, problems and databases and databases, maintenance behavior arrangements and scheduling, service agreement, service request management, etc.
3.cRM's value
(1) Promoting the efficiency of corporate efficiency
CRM systems to integrate all business links and resource systems of the enterprise, so Operation benefits are greatly improved. The CRM system plays the role of inheritance in the corporate resource allocation system. CRM can not only comprehensively comprehensively telephone service centers, customer service institutions, terminal promotion, and network publicity to form the front -end mouthpiece of the enterprise. Owner departments integrate the internal organization of the enterprise. The integration of CRM on corporate resources has realized the information sharing of enterprises, which greatly improves the degree of automation of the business process and the work efficiency of employees, and promotes the improvement of corporate efficiency.
(2) Optimize the business chain of the enterprise
CRM to make the market personnel, planning and promotion, sales staff, and after -sales service of the original "each fight". The business chain members coordinate and cooperate with "meeting customer needs" as the center; within the enterprise, the financial, production, procurement and logistics departments can also comprehensively analyze and obtain customer needs, market distribution and product sales through CRM comprehensive analysis.
(3) Discovery continues new and old customers
For old customers, through the integration of corporate resources, it helps enterprises to capture, track, and use all customer information to achieve resource sharing within the entire enterprise. , So that enterprises can better manage sales, services and customer resources, and provide customers with fast and thoughtful high -quality services; for potential customers, through the improvement of system customer care, telephone visit, SMS marketing and product promotion, let customers understand and understand jewelry Brand, then feels good on the jewelry brand, and eventually transforms into a profitable customer of an enterprise.
(4) Expand the new market space
CRM because the production design, sales process, and customer service system have become a whole, so that enterprises can timely from terminal feedback, customer complaints, market research research It was found that market opportunities and development of new products suitable for the market increased their competitiveness.
. The classification of CRM
CRM system is operated by computer software. According to the function, it is mainly divided into operating CRM, analytical CRM, and collaborative CRM. These The specific operations involved in CRM are not discussed here because of space limitations.
The requirements for CRM in different industries and enterprises. For the jewelry industry, the application of CRM is mainly in two fields, one is the Jewelry production enterprise CRM system, and the other is jewelry Terminal store CRM system. The following focuses on the marketing strategy of the Jewelry production enterprise CRM system and the Jewelry terminal store CRM system application.
The marketing strategy of Jewelry production enterprise CRM
For jewelry production enterprises, CRM customer relationship management is the focus of franchisees or agent management. In the process of franchisees or agents CRM management, jewelry manufacturers must adopt corresponding marketing strategies according to the characteristics of the industry. Otherwise, its customer relationship management work will not be able to grasp the key points, and it will also have a bad impact on the implementation of CRM.
It here, we mainly explain several important marketing strategies in the customer relationship management of jewelry manufacturers: relational marketing strategies and credit management strategies. These two aspects of strategies are the key tasks of customer relations management of jewelry enterprise, and the basis for ensuring the successful application of Jewelry production enterprise CRM.
. Relationship marketing strategy
The meaning of marketing (Marketing) is to regard marketing activities as a business and consumer, supplier, distributor (agent and franchise Business), competitors, government agencies and other related parties interacted, and established a process of long -term trust and mutual benefit.
The focus of the client relationship management of jewelry enterprise is to establish long -term trust through the establishment of sales and service relationships with agents or franchisees, so that agents or franchisees can maintain brand loyalty in the long run A degree, thereby prompting jewelry manufacturers to achieve long -term profit in today's fierce market competition, laying a good foundation for the survival and development of enterprises.
The agent or franchisee of some jewelry brands today is a successful example of relational marketing: Through the annual wine club, the agent or franchisee will further understand the profit of the brand's market in the past year and the development of corporate development. , Advertising promotion, new promotion and other achievements, thereby enhancing the confidence and loyalty of agents and franchisees for the brand, and can also promote the brand strength, profit guarantee, and new promotion through the wine club. Promote attracting new agents or franchisees.
At the same time, the relationship between the Jewelry enterprise CRM is more throughout the daily work of the enterprise. After the Jewelry enterprise integrates the information of agents or franchisees through CRM, a complete system of regular return visits, market research, new publicity, recommendation collection, complaint feedback and holiday greetings, birthday blessings, new store Zhiqing and other complete systems , Establish long -term stable sales and service relationships with agents or franchisees, thereby maintaining long -term trust and loyalty.
. Credit management strategy
In the market competition in the jewelry industry, in order to win customers, jewelry companies generally adopt strategies for agents or franchisees, that is, so -called so -called so -called so -called so -called so -called so -called so -called so -called so -called so -called so -called so -called so -called so -called "Making", the sales period is generally divided into one month, three months, half a year, one year, etc.
The agent and franchisees are also very keen on "expected", because this is actually a interest -free or interest -free loan obtained from jewelry companies to save the mobile funds of agents or franchisees And interest expenditure.
News using the "expected" approach to increase customer order. The more important purpose is to establish long -term partnerships with agents or franchisees, so that agents or franchisees to maintain Loyalty to enterprises. However, due to the existence of goods sales, the occurrence of accounts receivable and bad debt losses have caused the operation of the enterprise's cash flow, and the situation is even caused by a serious situation.
It's adverse effects on the management of goods for sale and bad debt loss on jewelry companies, the client relationship management system of jewelry enterprise must introduce franchisees or agents credit management systems. This system mainly includes the following three aspects Content:
1. Credit standards
Credit standards are the basis of corporate credit management. Usually the loss rate of bad debt is used as the evaluation standard. Formulate. If the loss rate of bad debt is at the normal value, strict credit standards should be taken, and only good credit customers should be sold to reduce accounts receivable and bad debt losses. Conversely, if the loss rate of bad debt is higher than the normal value, loose credit standards should be adopted, and sales are increased to promote the order volume and product sales.
2. Settlement policy
The settlement policy is to settle the payment according to different time points. Classification according to time points, generally divided into early settlement, instant settlement and delay settlement. The settlement policy of jewelry production enterprises is generally delayed settlement, that is, the "expected" described above, which is generally divided into monthly, quarterly, half -year, and end of the year. The longer the settlement time, the greater the attractiveness of the agent or franchisee, and the higher the number of orders, the more likely the loss of bad debt losses. Therefore, the settlement policy adopted is closely related to the corporate cash flow and bad debt loss rate. It is necessary to comprehensively analyze to select the settlement policy.
3. The receipt policy
The receipts policy refers to the collection policy adopted by the enterprise when the credit conditions are violated. If jewelry companies adopt an urgent receipt policy, they will reduce the loss of bad debts, but it will also lead to a reduction in order volume and even lose their original loyal customers. If a slow receipt policy is adopted, it may increase the number of orders and strive for more customers, but it will also lead to increased bad debt loss. Therefore, the collection policy cannot be unchanged, and it should be continuously adjusted according to the loss rate of bad debt.
The marketing strategy of Jewelry terminal store CRM
For jewelry terminal stores, the focus of CRM customer relationship management is the direct buyer of terminal customers, namely jewelry. During the CRM management process of jewelry terminal stores, jewelry terminal stores should also adopt a certain marketing strategy for customer management, otherwise it will cause waste of marketing resources and reduce marketing efficiency.
It's customer relationship management of jewelry terminal stores is database marketing, club marketing, etc., and will be elaborated in detail.
. Database marketing
Database marketing is a starting point for customers, mainly using computers and communication technical means to within a established framework, data in the database, Information to confirm the company's target customers and potential long -term customers, and communicate and communicate with them, so as to establish a marketing method that has a long -lasting relationship with customers.
1. Value of database marketing
(1) Accurate target consumer groups
Inned data analysis, computers can be used through population statistics and consumption The psychological analysis method of psychological analysis gathers potential customers with the same characteristics to form a target customer base.
(2) Maintaining customer loyalty
In the analysis of customer interest and behavioral data through the customer database And enhance the emotional bond with such customers, to maintain the loyalty of customers through this one -to -one care method.
(3) Determine customer deep demand
Inned investigation of types, satisfaction surveys of specific customers, and follow -up analysis of customer needs, you can find the deep needs of customers from this. To provide customers with new products or services, discover new market opportunities.
(4) Finding the marketing promotional media
The marketing propaganda goals based on the customer's database, from the area where the customer is located, purchasing habits, purchasing power, etc. , To determine the appropriate marketing publicity media and expenses.
2. Implementation of database marketing
The steps for implementing database marketing are as follows:
(1) Widely collect customer information
The customer information that needs to be collected includes the customer's name, age, occupation, family address, contact information, and customer preferences and customer psychology. For the purchased customers, their purchase information and post -purchase feedback should also be added to the customer information.
(2) Establish a marketing database
The customer information collected by the computer effectively, establish a marketing database that can be called and analyzed, so that the marketing database will become a decision for marketing strategies information.
(3) Information renewal adjustment
This to enter the latest customer information into the database regularly, and at the same time, the customer information in the database must be summarized and analyzed to find out customer needs The trend of changes has enabled enterprises to adjust cargo species and marketing strategies, and to grab market opportunities in a timely manner.
(4) Targeted marketing
After grasping the characteristics of customer needs, targeted use of promotional activities or advertising to effectively stimulate customer needs and tap potential customers. At the same time, fight against competitors' marketing strategies and achieve competitive advantages.
. Club marketing
The club refers to the organization of the enterprise to allow members to participate on the basis of equality, voluntary, mutually beneficial, and mutual benefit, and enjoy corresponding rights and obligations Association or group. Club marketing refers to a marketing model that enterprises absorb membership through organizational clubs to participate in membership and provide services suitable for members to cultivate their loyal customers, thereby cultivating enterprises to benefit.
1. The necessity of club marketing:
(1) The club is designed to retain customers for a long time, so it is more suitable for products that consumers repeat consumer for a long time. In addition to the purpose of promoting the first purchase of the membership system, the important thing is to induce the first buyers and their relatives and friends to buy.
(2) The wear and maintenance of jewelry are not a matter of overnight, but to provide consumers with long -term and meticulous and thoughtful services. At the same time Therefore, we must pay attention to long -term in -depth services; to do these services, adopt club marketing is a marketing method suitable for marketing costs and marketing benefits.
2. The role of club marketing:
This club marketing is greatly beneficial to jewelry terminal stores. The main role is:
(1 ) The first -hand information for market consumption. It can be said that the most authentic and reliable survey information comes from real consumers, and the club gives companies the most direct communication opportunities for enterprises and consumers.
(2) Product development is closer to market demand. Based on market demand, we can develop products that are more suitable for marketing. At the same time, it is also conducive to reducing the risk of product listing. The club itself is a good "experimental field". The product testing and product trial sales are conducive to increasing the chance of successful listing.
(3) Key "united" key customers. Customers who bring 80%of consumption (or profits) are 20%of key customers (or key customers), so club members are the blood of the enterprise. At the same time, it can also develop general customers into key customers or key customers through club marketing, and it is also a secret weapon that puts invalid customers outside the door.
(4) It is conducive to brand building and corporate establishment. Images and brands need to be spread, and their reputation comes from word of mouth, and club marketing can serve brand creation and corporate image shape through personal communication through the good reputation of these members. According to the theory of communication, a person can affect at least nine people. The club uses word -of -mouth marketing and is practical. It can be seen that club marketing also has theoretical support of communication sciences.
News in jewelry production enterprises and jewelry terminal stores, if this CRM system combined with modern information technology, business philosophy and management ideas, and jewelry manufacturers have adopted relationship marketing and marketing in the application process of CRM Credit management strategies, jewelry terminal stores also adopt the strategy of database marketing and club marketing. Jewelry manufacturers and terminal stores will win customer resources to the greatest extent. Markets, jewelry manufacturers and terminal stores may achieve a strong competitive advantage in the market, thereby achieving the ultimate goal of "win with customers".