会员体系中的分级如何划分 |
您所在的位置:网站首页 › vip等级如何划分 › 会员体系中的分级如何划分 |
会员体系中的分级如何划分
2022-03-25 13:30:00
5635
信息来源:
用户运营是指企业对用户进行精细化运营,实现ROI最大化。不仅指向业务层面的收入和成本平衡,也指不同会员等级的人均投入和产出价值平衡。那么会员体系中的分级如何划分? ';font-family:宋体;mso-ascii-font-family:calibri;>';font-family:宋体;mso-ascii-font-family:calibri;>';font-family:宋体;mso-ascii-font-family:calibri;>';font-family:宋体;mso-ascii-font-family:calibri;>';font-family:宋体;mso-ascii-font-family:calibri;>';font-family:宋体;mso-ascii-font-family:calibri;>';font-family:宋体;mso-ascii-font-family:calibri;>';font-family:宋体;mso-ascii-font-family:calibri;>';font-family:宋体;mso-ascii-font-family:calibri;>';font-family:宋体;mso-ascii-font-family:calibri;>';font-family:宋体;mso-ascii-font-family:calibri;>分级是指将用户按照一定的维度划分不同的等级,形成会员体系和相应的权益。 ';font-family:宋体;mso-ascii-font-family:calibri;>';font-family:宋体;mso-ascii-font-family:calibri;>';font-family:宋体;mso-ascii-font-family:calibri;>';font-family:宋体;mso-ascii-font-family:calibri;>';font-family:宋体;mso-ascii-font-family:calibri;>';font-family:宋体;mso-ascii-font-family:calibri;>';font-family:宋体;mso-ascii-font-family:calibri;>';font-family:宋体;mso-ascii-font-family:calibri;>';font-family:宋体;mso-ascii-font-family:calibri;>';font-family:宋体;mso-ascii-font-family:calibri;>';font-family:宋体;mso-ascii-font-family:calibri;>';font-family:宋体;mso-ascii-font-family:calibri;>并不是所有的产品都需要会员体系搭建。一般来说,使用频率相对较低。市场竞争相对充分的产品需要会员体系来保证和提高用户忠诚度。 ';font-family:宋体;mso-ascii-font-family:calibri;>';font-family:宋体;mso-ascii-font-family:calibri;>';font-family:宋体;mso-ascii-font-family:calibri;>';font-family:宋体;mso-ascii-font-family:calibri;>';font-family:宋体;mso-ascii-font-family:calibri;>';font-family:宋体;mso-ascii-font-family:calibri;>在会员体系搭建的过程中,我们通常会关注两个众所周知的模型,即金字塔模型和RFM模型。 ';font-family:宋体;mso-ascii-font-family:calibri;>';font-family:宋体;mso-ascii-font-family:calibri;>';font-family:宋体;mso-ascii-font-family:calibri;>';font-family:宋体;mso-ascii-font-family:calibri;>';font-family:宋体;mso-ascii-font-family:calibri;>会员体系可分为三个部分:等级、维度、等级变更。 ';font-family:宋体;mso-ascii-font-family:calibri;>';font-family:宋体;mso-ascii-font-family:calibri;>';font-family:宋体;mso-ascii-font-family:calibri;>';font-family:宋体;mso-ascii-font-family:calibri;>';font-family:宋体;mso-ascii-font-family:calibri;>';font-family:宋体;mso-ascii-font-family:calibri;>A等级划分 ';font-family:宋体;mso-ascii-font-family:calibri;>';font-family:宋体;mso-ascii-font-family:calibri;>会员等级可分为三种:普通会员、付费会员和普通付费会员。 ';font-family:宋体;mso-ascii-font-family:calibri;>';font-family:宋体;mso-ascii-font-family:calibri;>';font-family:宋体;mso-ascii-font-family:calibri;>';font-family:宋体;mso-ascii-font-family:calibri;>等级的数量可以根据自己产品的特点和需求来确定,一般在3-7个等级之间。不同的等级对应于一个组和相应的运营点。 ';font-family:宋体;mso-ascii-font-family:calibri;>';font-family:宋体;mso-ascii-font-family:calibri;>';font-family:宋体;mso-ascii-font-family:calibri;>';font-family:宋体;mso-ascii-font-family:calibri;>例如,新用户主要刺激注册和做关键行为, ';font-family:宋体;mso-ascii-font-family:calibri;>';font-family:宋体;mso-ascii-font-family:calibri;>入门级用户主要是筛选出高潜力用户,努力使其更加忠诚, ';font-family:宋体;mso-ascii-font-family:calibri;>';font-family:宋体;mso-ascii-font-family:calibri;>对于忠诚用户来说主要是查漏补缺,用物质激励和精神激励来挽回即将流失的用户。 ';font-family:宋体;mso-ascii-font-family:calibri;>';font-family:宋体;mso-ascii-font-family:calibri;>';font-family:宋体;mso-ascii-font-family:calibri;>';font-family:宋体;mso-ascii-font-family:calibri;>';font-family:宋体;mso-ascii-font-family:calibri;>';font-family:宋体;mso-ascii-font-family:calibri;>B划分维度 ';font-family:宋体;mso-ascii-font-family:calibri;>';font-family:宋体;mso-ascii-font-family:calibri;>从产品类型的角度来看,划分维度一般以产品的关键行为+个人信息的完善为衡量标准。 ';font-family:宋体;mso-ascii-font-family:calibri;>';font-family:宋体;mso-ascii-font-family:calibri;>';font-family:宋体;mso-ascii-font-family:calibri;>';font-family:宋体;mso-ascii-font-family:calibri;>例如,电子商务产品是一系列关键的购物行为,包括但不限于购物频率、购物类别、购物金额、购物方式、购物后反馈等, ';font-family:宋体;mso-ascii-font-family:calibri;>';font-family:宋体;mso-ascii-font-family:calibri;>';font-family:宋体;mso-ascii-font-family:calibri;>';font-family:宋体;mso-ascii-font-family:calibri;>';font-family:宋体;mso-ascii-font-family:calibri;>';font-family:宋体;mso-ascii-font-family:calibri;>';font-family:宋体;mso-ascii-font-family:calibri;>';font-family:宋体;mso-ascii-font-family:calibri;>';font-family:宋体;mso-ascii-font-family:calibri;>';font-family:宋体;mso-ascii-font-family:calibri;>C等级变更 ';font-family:宋体;mso-ascii-font-family:calibri;>';font-family:宋体;mso-ascii-font-family:calibri;>等级变更可分为升级、降级、保级三种情况。 ';font-family:宋体;mso-ascii-font-family:calibri;>';font-family:宋体;mso-ascii-font-family:calibri;>一般来说,从用户体验的角度来说,用户升级的优先级是最高的,所以一般在达到条件后立即升级到更高的水平。 ';font-family:宋体;mso-ascii-font-family:calibri;>';font-family:宋体;mso-ascii-font-family:calibri;>';font-family:宋体;mso-ascii-font-family:calibri;>';font-family:宋体;mso-ascii-font-family:calibri;>';font-family:宋体;mso-ascii-font-family:calibri;>';font-family:宋体;mso-ascii-font-family:calibri;>降级和降级涉及等级有效期的概念,一方面是部分会员权益造成的成本问题,另一方面是维护用户系统的正常流动,毕竟,用户系统不是建立的,最根本的原因是更方便、更快速地识别不同用户的价值。一般等级的有效期与等级的计算周期相同。 ';font-family:calibri;mso-fareast-font-family:宋体;>';font-family:宋体;mso-ascii-font-family:calibri;>上一篇: 企业为什么要建立会员体系呢? 下一篇: 会员体系搭建的流程及步骤是什么? |
今日新闻 |
推荐新闻 |
CopyRight 2018-2019 办公设备维修网 版权所有 豫ICP备15022753号-3 |