摘 要
三网融合技术进入实质性的战略实施，推动了电视产业的快速发展，新概念电
视终端走入普通家庭，由此带动了电视增值服务市场的发展。在有明确潜在用户和
服务需求的情况下，增值服务 B2C 商城选择采用会员制营销势在必行。本文以创维
酷开商城电视增值服务 B2C 电子商务网站为研究背景，探索如何在这个平台上开展
会员制营销。
本文首先对创维酷开商城现状进行了分析，创维酷开商城针对的主要消费人群
为电视机用户，互联网电视、高清电视、3D 电视、智能电视、云电视等电视的各种
新型功能触发了人们对电视增值服务的需求，基于电视机的在线影视、在线搜索、
在线游戏等功能需要相应的内容服务和配件产品支持。创维酷开商城选择采用会员
制营销，一方面加强电视用户与创维酷开商城的互动，提高用户使用增值服务的粘
性，同时期望能在用户中间形成品牌效应和口碑宣传；另一方面通过建立 CRM 客户
管理系统和会员服务准则，进行精细化的会员数据营销；其次根据会员对服务的需
求，提升公司新产品的开发能力和服务能力。本文根据创维酷开商城的特点及会员
的特点，设计了适合于创维酷开商城的会员制营销方案：通过对现有创维体系的电
视用户数据的收集整理分析，建立了会员服务准则和会员管理制度；通过对会员等
级管理，明确会员等级和会员权益，针对不同的会员采取不同的营销方式和手段；
根据电子商务的特点及用户购物需求，建立网站体验提升计划，真正达到创维酷开
商城成为最全面的家电产品体验中心的目的。最后对创维酷开商城在实施会员制营
销计划的过程中可能遇到的问题和需要改进的地方做了分析和总结。
关键词：创维酷开商城 电子商务 会员制营销
Abstract
The TV industry is pushed to quickly develop due to the syncretic technology of 3
kinds of nets are implemented, The new ideas of TV terminal is leaded into the general
family, It develop the peripheral additional value service market of the TV. It is imperative
under the situation for Skyworth Coocaa shopping mall to develop the member marketing
under the potential members and demands. Thesis is described how to develop member
marketing based on the TV valued B2C electron business affairs web in Skyworth Coocaa
shopping mall.
Thesis firstly analyse the current status of Skyworth Coocaa shopping mall, The main
customers are the TV owners, The additional value demands are touched off by the new
functions of internet TV, super clear TV, multi-screens, 3D TV, intelligent TV, cloud TV,
etc. online movie, online search, online game etc, which need the related content source
and hardwares to support. It strengthens the intercourse each other between TV user and
Skyworth Coocaa shopping mall one side. Improve the interest of user to additional value
service. At the same it will come into bing the name brand domino offect and public praise
drumbeating in the members. On the other hand, Implement the fine data marketing for
members by set up the CRM customer management system and member service system.
Upgrade the new products and the service by demands of the members. The member
marketing method is designed in thesis which suit the Skyworth Coocaa shopping mall
base to the characteristic and member characteristics. Thesis presents the Skyworth
Coocaa shopping mall membership marketing model framework:To collect and analyse
the TV user data. Set up the service system and the management system for members by
class the user data. Specify the rights and interests for different members, Implement the
corresponding sales method for the different members. Set up the plan of web experience
by the demands of members from Skyworth Coocaa shopping mall. Achieve the the target
that Skyworth Coocaa shopping mall is the best full experience center. Finally analyse and
summarize the possible issues and demands which need to be improved during the process
of implement membership marketing for Skyworth Coocaa shopping mall.
Key words: Skyworth Coocaa shopping mall, E-business, Membership marketing