随着时代的发展和社会的进步，零售业充满了更大的机遇和挑战。越来越激烈的市 场竞争以及新技术，新思想的不断出现让顾客拥有了更多的选择，实体零售业所占的市 场份额不断降低，如何维系与顾客的关系，并且挖掘他们的最大价值已经成为各大企业 所面临的核心问题 [1] 。而会员作为企业的核心客户群，能够持续为企业创造更多的销售 额和更大的利润，所以会员数量的多少和质量的好坏已经成为决定企业成败的关键性因 素。 本篇论文通过客户关系的相关理论对大连宜家家居的客户关系管理体系的现状进 行分析并讨论了体系改进的方向。通过研究发现，宜家现行客户关系管理体系最大的问 题是没有对客户进行细分，由于客户群体没有细分，因此在维系客户关系的手段以及营 销方式上就没有针对性，花了很多钱却事倍功半。 在了解了现行体系的问题后，本文根据客户生命周期理论，对处在不同阶段的客户 关系管理提出了几项改进措施， (1) 首先按照会员对公司的价值进行分级。价值越高的会员享有的待遇也就越高， 价值越低的会员享有的权益也就越小，并且拉拢中间的有潜力的会员，使其对宜家的忠 诚度提升，为公司贡献更大的价值。同时，这也是对现有活跃会员的维护及扩展。 (2) 随着时间的流逝，客户与公司的联系会逐渐减少，会有一部分客户流失。流失 的客户是公司的埋藏的宝藏，也要进行维护与挖掘。但是考虑到成本，对于流失的客户 也要依据其历史消费水平划分等级，不同等级的客户用不同的方式。 (3) 招募新会员，就是针对还不是会员的客户进行营销。宜家注册会员很方便，但 重点是要有足够的吸引。 然后，改进并不可能一蹴而就，是慢慢推进的。在改进的过程中也会遇到来自外部 的及内部的问题。因此本文也针对可能遇到的外部环境变化问题，内部管理问题以及硬 件设备问题提出了相应的保障措施。 通过对于大连宜家客户关系管理体系改进方案的论证与实施，首先希望能够对于宜 家中国的客户关系管理体系有些许帮助，最大程度上挖掘客户的价值。同时也希望通过 此体系在宜家的验证，对于零售行业会员营销体系起到积极的作用。- II - Research on Strategy of the Member Relationship Management Optimization of Dalian IKEA Abstract With the development of the times and the progress of the society, the retail industry is full of challenges and opportunities. At the same time, customers have much more choices through the fierce market competition and the new technology and ideas, so the market share of the real retail industry has continued to decline. It’s most important to maintain the relationship with customers and to exploit their maximum value. Family members, as the most loyalty group, could consistently provide turnover and profit to the enterprise, so the family members have become a key factor in a success of the company. Based on the theory of customer relationship, This article analyzes the current situation of the CRM system of Dalian IKEA and discusses the direction of system improvement. The study found that non-subdividing is the biggest problem with Ikea's current CRM system. Because of this, it could not choose properly the means of maintaining customer relations and marketing methods. It costs a lot of money but is half as effective. After understanding the problems of the current system, this paper puts forward several measures to improve the CRM at different stages according to the customer life cycle theory: (1) First of all, subdivide customer group according to the members' value to the company. the higher value of the members will enjoy the higher treatment, and vice versa.And then draw in potential members in the middle and make it more loyal to IKEA and contribute more value to the company. At the same time, this is also the maintenance and expansion of existing active members. (2) As time passes, the relationship between customers and the company will gradually decrease, and some customers will lose. The lost customer is the company's potential treasure, and also need to be maintained and excavated. However, considering the cost, the lost customers are also classified according to their historical consumption level, and different levels of customers use different methods. (3) Recruiting new members is marketing to customers who are not yet members. Ikea membership registering is convenient, but the point is to be attractive enough. As known, improvement cannot be achieved overnight. Improvement process will encounter external and internal problems. Therefore, this paper also puts forward corresponding safeguard measures.- III - Through the demonstration and implementation of this improvement plan, we hope to help China Ikea's CRM system and maximize customers’ value. At the same time, it also hopes that through the verification of this system in IKEA, it will play a positive role in the retail industry member marketing system. Key Words，IKEA; Retail; Member Relationship- IV - 目 录 摘要.............................................................................................................................I Abstract............................................................................................................................. II 1 绪论..............................................................................................................................1 1.1 零售业会员管理体系的研究背景与意义.......................................................1 1.2 大连宜家会员管理体系的研究背景与意义...................................................2 1.2.1 大连宜家概况........................................................................................2 1.2.2 大连宜家的市场表现............................................................................3 1.2.3 会员管理体系对大连宜家的意义........................................................4 1.3 研究方法...........................................................................................................4 1.4 研究内容...........................................................................................................4 2 相关理论基础..............................................................................................................6 2.1 会员营销的发展与会员关系管理...................................................................6 2.2 会员生命周期...................................................................................................7 2.2.1 消费观....................................................................................................9 2.2.2 关系营销................................................................................................9 2.2.3 会员分级..............................................................................................10 2.2.4 会员的忠诚度......................................................................................11 3 大连宜家会员关系管理体系的问题分析................................................................14 3.1 现存问题.........................................................................................................14 3.2 调研报告.........................................................................................................16 3.3 报告解读与问题分析.....................................................................................17 4 大连宜家会员关系管理优化策略改进....................................................................21 4.1 目标客户画像.................................................................................................21 4.2 策略改进原则.................................................................................................21 4.3 会员关系管理体系的策略改进思路.............................................................23 4.3.1 吸引新会员..........................................................................................23 4.3.2 维系会员的关系营销..........................................................................25 4.3.3 挖掘更多的会员价值..........................................................................28 4.3.4 唤醒沉睡会员......................................................................................29 5 大连宜家会员关系管理优化策略改进的保障措施................................................31- V - 5.1 人员配置.........................................................................................................31 5.2 提升全员服务