学校代码：10004
密级：公开
北京交通大学
硕士学位论文
F汽车集团会员制营销优化研究
Research on Membership Marketing Optimization of F Automobile
Group
作者姓名：吴颖 学号：20125517
导师姓名：荆竹翠
职称：副教授
专业学位类别：工商管理学位级别：硕士
北京交通大学
2022年5月
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北京交通大学硕士专业学位论文
摘要
摘要
历经近 20年高速发展后，中国汽车存量市场即将一跃成为全球最大单一市场，
中国汽车新车市场增速放缓已是趋势，但巨大的存量宝藏吸引了大量目光，使企
业和资本将目光纷纷投向了汽车后市场产业链中。同时受技术及消费习惯的影响，
消费群体对于汽车和售后服务也有了全新的认识，这使得各大品牌厂家纷纷开始
摸索新的客户维系的方式，以保证自身的盈利能力。在这种转变过程中，会员制
营销吸引了许多厂家的注意。会员体系借助互联网的东风，已经从一个高端小众
的群体走向了人们生活的各个角落，其发展与作用也引起了许多厂家的关注与研
究。在乘用车领域，奔驰、宝马等众多品牌已经开始运作面向车主的会员体系，
借助会员的身份识别，服务打包，积分体系，社交等功能，达到保留客户、提高
收入及强化品牌形象的目的。而在商用车领域，会员制的应用还不常见。
F商用汽车集团于 2016年推出其会员品牌“F会员”，这是F集团直接管理的
面向 F品牌保有客户及潜在客户的会员制服务。本文将通过会员制营销理念、客
户关系管理理论、客户生命周期等几个观点和概念，结合商用车产品及其用户的
特点，分析 F商用汽车集团会员制营销模式。以F集团会员制营销的体系搭建为
主要对象，介绍 F会员制营销的会员的招募、会员活动实施情况和会员忠诚度等
业务的运营情况，并分析总结 F商用汽车集团现行的会员制营销体系在具体实施
与运营过程中所存在的问题。结合这些问题，提出 F会员在入会方式、权益范围
及回报方式等三个方面的优化建议和实施方法，同时对作为客户触点之一的渠道
给出转型与提升的建议。希望通过这些分析与改善，能够达到提升客户体验，创
造客户忠诚，延长客户生命期的目的，同时能够起到帮助企业赢得在竞争中优势，
提升市场份额和品牌形象，为企业的会员制营销建立更完善和更具优势的体系。
借助会员制营销，整合企业资源，成一个整体，共创价值。
关键词：商用车；会员制营销；客户关系管理；客户生命周期管理；营销体系
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北京交通大学硕士专业学位论文
ABSTRACT
ABSTRACT
After nearly 20 years of rapid development, the slowdown in the growth of China's
new car market has become a trend, and China's auto stock market is about to become
the world's largest single market. The huge stock treasure has attracted a lot of attention,
enterprises and capital have turned their attention to the industrial chain of the auto
aftermarket. Atthesame time,affected bytechnology andconsumption habits,
consumer groups also have a new understanding of vehicles and after-sales service,
which makes majorbrand manufacturers begin to explorenew ways to maintain
customers to ensure their profitability. With the help of the Internet, the membership
system has moved from a high-end minority group to every corner of people's life, and
its development androle have alsoattracted the attention andresearch of many
manufacturers. In the field of passenger cars, many brands such as Mercedes Benz and
BMW have begun to operate the membership system for car owners. With the help of
member identification, service packaging, points system, social networking and other
functions, they can retain customers, improve income and strengthen brand image. In
the field of commercial vehicles, the application of membership is not common.
F commercial automobile group launched its membership brand "F member" in 2016,
which is a membership service directly managed by F group for F brand's customers
and potential customers. This paper will analyze the membership marketing mode of F
commercial vehicle group through several viewpoints and concepts such as membership
marketing concept, customer relationship management theory and customer life cycle,
combined with the characteristics of commercial vehicle products and users. Taking the
construction of F Group's membership marketing system as the main object, this paper
introducesthe operationof FGroup'smembership marketing,suchas member
recruitment,memberactivityimplementationandmemberloyalty.Takingthe
establishment of F Group's membership marketing system as the main object, this paper
introduces the operation of F Group's membership marketing business, such as member
recruitment, implementation of member activities and member loyalty, and analyzes and
summarizes the problems existing in the specific implementation and operation of F
Group's current membership marketing system. Combined with these problems, this
paperputs forwardoptimization suggestionsand implementationmethodsfor F
members in three aspects: membership mode, equity scope and return mode, and gives
suggestions on transformation and improvement of the channel as one of the customer
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