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Abstract In recent years, rapid developing cosmetic industry has been a new consumptionhotspot. In the fierce competition, cosmetics retail shop must establish and developclose customer relations in order to develop further and make fat profits. The ”One toOne Marketing” is the dominant trend in intense market competition. Only bycultivating good customer relations and establishing competitiveness accordingly cana corporation succeed. Membership system plays an important role in maintainingrelationships, widely used in retailing and service industries. It has been proved aneffective commercial marketing. But in its development, it often failed to reachdesired effect. In this paper, taking SEPHORA as an example, the writer analyzes andpoints out the positive effects of membership system on customer loyalty andmarketing channel broadening and win-win situations between customers andcorporation. At last, some pertinent suggestions on membership system has beenmade to enlighten domestic cosmetic transactors.41972
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KeyWords: SEPHORA cosmetic membership system CRM
摘 要近年来，中国的化妆品产业发展势头迅猛，已经成为新的消费热点。在激烈的市场竞争中， 化妆品零售店要想更好地发展和获得利润，就必须建立和培养良好的客户关系。 “一对一”营销已是大势所趋，只有建立和培养良好的客户关系并以此建立起自己的核心竞争力， 才能使企业立于不败之地。会员制在客户关系的发展中发挥了很大的作用，在零售业、服务业等得到了广泛的运用，被实践证明是行之有效的商业营销方式。但是，会员制营销在其发展的过程中，往往并未取得商家所预期的效果。 本文以丝芙兰为例分析会员制营销对于客户和企业的双赢，会员制营销的实现途径，顾客忠诚度等的影响，指出其会员制中存在的问题， 提出合理的意见和建议，并希望对当下国内化妆品零售店的发展有所帮助和启示。
毕业论文关键词：丝芙兰 化妆品 会员制 客户关系管理
Contents
Abstract. i
摘要.. ii
Chapter One Introduction.1
1.1 Research Background.. 1
1.2 Significance and purpose1
1.3 Frame of the Research. 3
Chapter Two Literature Review.. 5
2.1 Conception..5
2.2 Function of Adhering Organizations for Customers..5
2.3 Marketing Function of Enterprise.6
2.4 Main Research Achievements in China.7
2.5 Current Situation and Existing Major Problems of Membership Marketing in
China8
Chapter Three Methodology10
3.1 Literature research10
3.2 Qualitative analysis.10
Chapter Four Research Results and Analysis11
4.1 Introduction to SEPHORA Company..11
4.2 Development of Membership System in SEPHORA and Changes in the
Number of Members11
4.3 Analysis on Old and New Membership Systems of SEPHORA.14
4.4 Implications of Membership system of SEPHORA for cosmetics retail
industry15
Chapter Five Conclusion17
References.. 18
Membership System in Cosmetics Industry:Take SEPHORE as an ExampleChapter one Introduction1.1Research BackgroundIt is easy to enter cosmetics market,due to the relatively low investment and fastreturn. Its great potential benefit and strong personality provide a wider platform forproduct manufactures and merchants. As gross sales of cosmetics retail are increasingyear by year due to the continued increase in the number of customers, cosmeticsretail terminal channels are increasingly perse. As a result, competition in cosmeticsindustry has been intensified. The business environment is changing more and morequickly, cosmetics retail companies are facing the questions that how to operate anddevelop to adapt to external changes.How to create value according to the customerdemands and establish satisfying relationships and how to attract new customers andretain exiting ones at optimal level are difficulties decision makers in every enterprisemust think about and need to overcome. This paper takes SEPHORAas main researchobject to analyze the problems of membership system in cosmetics industry.