The product is made in uneven member in, there is no lack of a few members make a product let consumer be experienced " plump ideal " and " the reality that bone feels " the difference between. The enterprise is become in a series of acceptance when rolling out member paying fee to make cannot chase after duty, the regulation that wants to change, many consumer expressed to pay intelligence quotient tax for this, did not superintend a branch to be able to be complained however.
Civil / Hao Xin is elegant analysts of 100 million Ou Zhi library
By 2018, wu Xiaobo is in " foreknow 2019 " ever forecasted in the speech, the member is made will become the most popular 2019 consumer concern pattern. And be in early 1996, china already had a few traditional industries to make pattern in the member with similar exploration. Through 20 old development, development is not lukewarm not igneous member is made appear in masses eye shot again, enterprise people flock roll out a member to make product service, the hope is in this " discharge is king " the times grabs anticipate opportunity.
The product is made in uneven member in, there is no lack of a few members make a product let consumer be experienced " plump ideal " and " the reality that bone feels " the difference between. The enterprise is become in a series of acceptance when rolling out member paying fee to make cannot chase after duty, the regulation that wants to change, many consumer expressed to pay intelligence quotient tax for this, did not superintend a branch to be able to be complained however.
It is in order to be fond of tea exemple. On May 28, happy tea announces to hold water 7 years. Made the happy tea of masses cosset 2018, also rolled out a member to make a product again in of the same age. 2017, happy tea ever next online rolling out pass member system, the way that consumer can block through buying a membership gains member status, enjoy member of heavenly body happy tea to block the member rights and interests that narrates in the section. Happy tea moved member system to the line 2018, the purpose consists the member below the line on get through line, unite member system and rights and interests, abolished on Feburary 28, 2019 the line issues member card and relevant rights and interests.
After rolling out system of the member on the line, hope happy tea uses the means of favourable in a limited time experience, let more consumer experience the membership serves, because this was rolled out " 9.9 yuan of 15 day members " service, consumer can enjoy the integral rights and interests of the member in these 15 days, open card to give 3 pieces of coupons, a piece when still include to become a member at the same time " the member opens memorial to give drink ticket " and " 512 members day gives drink ticket " , the use limitation of these two pieces of coupons shows respectively can use on May 28, 2019 to was mixed 2020.
And when member of heavenly body of tea of several happy event thinks to be able to use this piece of coupon eventually on May 28, an operation that is fond of tea lets consumer express " the intelligence quotient that feels oneself is pressed on the ground to chafe " .
Pass understanding, accident reason is when be fond of tea to opened the door at 10 o'clock that day in 28 days, inn of almost all door shows door inn is busy. More let consumer feel enterprise agreeable is, in be fond of tea small order, show, it is no longer before " door inn is busy " , and became " tea drink is made busy, optional choose delicacy feeds He Bingqi to drench " .
The insanity of referenced past happy tea queues up, attentive consumer is passed take pattern oneself, the order form queueing up that discovers door inn is not much, only 22 sheet. Period of time of photograph comparing height at every turn of 80 sheet make for, happy tea is operated this is deep feeling letting a person really " eat photograph malformation " .
In 28 days afternoon, foreword of Xiaocheng happy tea labels these two pieces of coupons directly freeze. Pass all sorts of trials, consumer discovery wants to use this piece of certificate, have an idea only -- the member that open 179 yuan annual meeting.
To meal enterprise, early days rolls out the original intention that the member makes, it is to hope to diffuse through the member the good public praise of the product, can build good brand image for the enterprise, can pass member introduction on the other hand, realize gregarious fission. Such member product can wake up silent user already, can activation again potential user. When happy tea is extending member product energetically, once rolled out the activity that invites a good friend to give drink ticket. This kind of operation also is most enterprise promotion initial stage is made in the member, use pull new measure.
But pass today's disturbance happy tea, can the original intention that the member makes let enterprise and consumer be experienced be just the opposite to what one wished? Consumer expresses, if can well make a product, be not being made in the member is even " hole " idea is spent on consumer, is what can the future that is fond of tea go farther?
Besides the net the member of red brand makes a product, the member of a lot of enterprises makes a product exist certain " consumptive trap " , differ to the boiler that cost of big, compulsive add is programmer or product manager, enterprise has final explanation to counterpoise to member system and can be revised according to actual condition to the rights and interests of entrant and old member for example etc, fine number these trap, can'ting help suspecting the enterprise rolls out a member to make is to want to provide better service for consumer after all, still be for older rate " hole " consumer, the consumer that perhaps has experienced only just has right to speak more.
100 million Europe arranged country's at present common member to make product and service, carry comparative member year cost and discovery of member rights and interests, big company can pass get through the means of rights and interests of a few members attracts customer, at the same time member rights and interests is met system is more effective now dozen fold, coupon, reduce the respect such as the doorsill, and have some of member rights and interests appear special under photograph comparing chicken ribs, especially exclusive member, exclusive the rights and interests such as head portrait, besides can let member rights and interests look relatively full, the value that serves without actual member is reflected.
Membership interest is the key that the member makes, if the enterprise faces the long-term goal plan of benign loop, give member consumer the actual profit right that suit and portable channel way only, ability attracts a member, make its become faithful client. Whether does member product show its due value, the ability after the test that also is course client and market can conclude. Complain to the user than big company / the processing means of impeach, be fond of tea " malformation eats " perhaps not be individual case, consumer besides sharpen one's eyes while, more hope markets are sided with to the respect develops, it is OK that the member is made true implementation privilege and advantage, is not to be full of a road and disingenuous.
