其次,我们也关注到发展会员也是企业与顾客之间的互动,有利于品牌的提升。总的来
说,企业搞会员优惠等活动一方面有利于留住老顾客,另一方面还可以吸引新顾客,提
升品牌形象。

尽管会员卡商业模式的影响如此巨大,还很少有专项研究对如何引入和维护该项市
场工具进行详细分析和调查,更遑论增强其有效性。因此,本文旨在对会员卡商业模式
加以详尽的调查研究以便对如何管理好这一市场工具提出有益的见解。具体说来,本文
将针对会员卡模式的类型,利益,缺点,目前的市场状况,发展和常见的陷阱加以阐述。

最重要的是,本文希望透过表象的研究,深入本质,并且能够为会员卡市场的发展
提出有益的建议。接着会员卡市场飞速发展的契机,也希望本文能够成为有意于发展会
员卡市场的企业的一本指南和参考。

关键词:会员卡;市场营销;顾客忠诚度;零售行业
ABSTRACT
Customer loyalty card schemes have been a hot marketing phenomenon in recent years,
especially in the retailing environment. Currently, many major supermarket chains worldwide
have launched their card schemes, and many other retailers are considering adopting this
marketing tool. These loyalty card schemes aim to encourage customers' repeated patronage
and in many cases to gain customer information. In this study, a full explanation regarding
loyalty card types, benefits, drawbacks, current marketing application, development, best
practices and common traps is provided. Most important, this research presents a useful
guideline for customer loyalty card schemes launching, discusses the most applicable scenario,
and suggests key success factors determining their effectiveness.
Keywords: Loyalty Card, Marketing, Customer Loyalty,Retail industry