打折促销对会员的会员卡感知价值影响研究

随着竞争加剧,会员卡定向促销方式作为企业保留忠诚顾客的手段之一越来越受到企业青睐。采用2×5实验法研究企业打折促销对会员的会员卡价值感知的影响,结果表明当企业提供打折促销,会员对促销品能享受"折上折+积分"赠品+积分"时,能够增强会员的会员卡感知价值;会员对促销品只享受"积分"和"不享受会员待遇"时,会降低会员的会员卡感知价值;会员对促销品享受"折上折"或在节假日提供打折促销,会员只能对促销品享受"积分"优惠时,不会影响会员的会员卡感知价值。

Study on the Effect of Promotion on Perceptive Value of Membership Card

With the competition,the membership targeted promotion as a method of maintaining loyalty customers is more favored by enterprises. Using 2 × 5 experiment ,the paper studies the influence of discount promotion styles on membership card. The result shows that when discount promotion is provided ,if members can take"discount by discount + score"or"present + score"on promotion goods,the perceptive value of membership card of is enhanced,and if members can take"score"or"no membership deal"on promotion goods,the perceptive value of membership card is reduced,and if members can take"discount by discount"or when the discount promotion is provided in feast day,if members can take"score"on promotion goods,the perceptive value of membership card isn′t influenced.