探討以全通路串聯APP進行精準會員管理之研究-以餐飲M公司為例

Abstract

數位經濟起飛，線上電子商務的需求日益增進，尤其COVID-19疫情嚴峻的影響又加速了成長。各餐飲的會員經營數位化亦迅速蓬勃，從找到顧客、瞭解其喜好，到滿足顧客需求、增加顧客黏著度進而吸引回流，都是服務不可忽略的環節。過往，顧客對於商品或行銷活動的喜好，多半取決於營業額數字或者服務個案觀察。營業額數字由於涵蓋範圍甚廣往往無法精準描述；服務個案觀察亦有可能失之客觀，都不是提供精準服務的最好方式。現今隨著市場餐飲集團化發展，會員互導共享平台也出現，如何精準化進行全通路會員管理也成為市場APP業者之重大挑戰。本研究透過個案企業Ｍ公司數據分析作為研究標的，進行會員RFM、會員輪廓、消費因素如餐飲店類型、產品種類、優惠方案、支付方式、套餐種類等進行變數分析，深度挖掘會員經濟背後之商模成長與行銷因素。研究結果顯示：1. 虛擬會員之購買行為會透過線上APP的回購率增加 2. 餐飲零售業提升會員忠誠度的關鍵因素為數據導向的價值提升 3. 導入會員APP服務帶給企業本身的效益將降低成本且提升利潤增加。其中精準會員管理必須以新餐飲模式開創新餐飲連鎖服務：1.增加客戶價值-了解客戶需求、傳遞品牌價值、得到客戶支持，才能創造具有“價值”的產品。2.實證為動力，數據為基礎：為使消費過程更真實反映消費情況，仍需利用實證不斷修正營運模塊，實現精準營銷目標。3.移動經濟的轉型提升-移動經濟在擴大客源方面具有優勢，其設備成本、勞動力培訓和流程設計也成為企業業績增長和利潤增長的重要關鍵問題。The digital economy is taking off, and the demand for online e-commerce is increasing, especially due to the severe impact of the COVID-19 epidemic, which has accelerated growth. The digitization of membership operations in various restaurants is also rapidly flourishing. From finding customers and understanding their preferences, to meeting customer needs, increasing customer stickiness and attracting return, these are all aspects of service that cannot be ignored. In the past, customers' preferences for products or marketing activities were mostly determined by turnover figures or service case observations. Turnover figures often cannot be accurately described due to their wide coverage; observation of service cases may also be objective, which is not the best way to provide accurate services. Nowadays, with the development of market catering groups, members' mutual guidance and sharing platforms have also appeared. How to accurately carry out omni-channel member management has also become a major challenge for market APP operators.This study uses the data analysis of the case enterprise M Company as the research object, and conducts variable analysis on member RFM, member profile, consumption factors such as restaurant type, product type, preferential plan, payment method, package type, etc., and deeply explores the business behind the membership economy. Model growth and marketing factors.The research results show that 1. The purchase behavior of virtual members will increase the repurchase rate through online APPs 2. The key factor for the catering and retail industry to enhance member loyalty is data-oriented value enhancement 3. The benefits brought by the introduction of membership APP services to the enterprise itself will be Reduce costs and increase profits.Among them, precise membership management must create new catering chain services with a new catering model： 1. Increase customer value - understand customer needs, deliver brand value, and get customer support in order to create products with"value". 2. Evidence is the driving force and data is the basis： In order to make the consumption process more truly reflect the consumption situation, it is still necessary to use the empirical evidence to continuously revise the operation module to achieve the goal of precise marketing. 3. Transformation and improvement of the mobile economy - The mobile economy has advantages in expanding customer sources, and its equipment costs, labor training and process design have also become important key issues for corporate performance growth and profit growth.