如何逆转增长颓势?星巴克会员体系的“数字飞轮”

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战略失误和竞争加剧使星巴克股价两年间暴跌75%

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四个维度构建"数字飞轮"推动用户营销

SHUERCIHUIGUIXINGBAKEDIYIJIANSHIBIANSHIRANGSUOYOUMENDIANTINGYEYITIAN,JINXING"LISHIYIYIZHONGDADEDIANNEIJIAOYUHEPEIXUNHUODONG"。TAGUANBILEMEIYOUYINGLIZIYOUHEZIYINGDIANPU8%,GONG600JIA;JIASHANGTEXUJINGYINGDE200DUOJIADIANPU。CITUILEYUE12000MINGYUANGONG,ZHANXINGBAKEDANGSHIYUANGONGZONGSHUDE7%。SHUERCIHAIDIAOZHENGLESHIMINGGAOGUANZHONGDE4MING,ZHONGXINRENMING6MINGGAOGUAN。CHANPINFANGMIANXUANBUTINGDIAOLEZAOCANSANMINGZHIDEXIAOSHOU(2008NIAN6YUEFENHOU,ZAIGAISHANLECHANPINHOU,YOUZHONGXINCHUSHOU),LUXUTUICHULE"PAIKESHICHANGHONGBEIKAFEI"、MASITELINAKAFEIJI、SANYECAOKAFEIJI、TEZHIDEVIASURONGKAFEIDENG。YIXIEJUDONGWEIXINGBAKEXUEJIANLE5.8YIMEIYUANDECHENGBEN,CHAOGUOYUQIDE45%。

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维度一:忠诚会员

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  1. HUOKEJIEDUAN(A):XINGBAKEDEHUOQUQUDAOZHUYAOYOULIANGGE,(1)TONGGUOGESHEJIAOPINGTAIDEGUANFANGZHANGHAO,SUISHIFENXIANGopeTIYUDIANJINGGUANFANGWANGZHANDONGTAIHEYINGXIAOXINXI,ZUOWEIHUOKEQUDAODETONGSHITISHENGYONGHUCANYUSHENDU;(2)XIANXIAMENDIANZHAOZHUNYICIXINGGOUMAI2BEIKAFEIDEYONGHUTISHENGKAIKALV,RANGYONGHUGANZHIDAODIANYUANSHIWEITATIGONGFULIERBUSHIDOUSHOUCHANPIN。

  2. JIHUOJIEDUAN(A):XIANXIAMENDIANTUIJIANKAITONGHUIYUANKAKELIJIXIANGSHOUMAIERZENGYIDEYOUHUI,DANGCHANGJIHUOYONGHU。TONGSHIZENGSONGDE3ZHANGMAIERZENGYIQUAN、YIZHANGSHENGBEIQUAN、YIZHANGZAOCANQUANDESHIJIANXIANZHIRANGYONGHUBIXUZAIYOUXIAOQIQIXIANNEIZAICIGUANGGUDIANPU。SHIXIANCHIXUJIHUODETONGSHI,RANGYONGHUDUIQICHANSHENGXIGUAN。KAIKAMEIMANZHOUNIAN,XITONGHUIZIDONGHUIDUIHUIYUANKAXINXIJINXINGSHENHE,ZHEIYITIANBEICHENGWEI"HUIYUANSHENCHARI"。HUIYUANZAIYIZHOUNIANNEILEIJIXINGXINGBUZU25KEQUANBUQINGLING,QIEHUIYUANDENGJIXIAJIANGYIJI;CHAOGUO25KE,YEQINGLING,DANSHIKEYIXIANGSHOUDANGQIANDENGJIDEHUIYUANQUANYI。

  3. YONGHULIUCUN(R):XINGBAKEHUIYUANTIXIFENWEI3DENGJI:YINXINGJI、YUXINGJI、JINXINGJI,QIE3GEDENGJIZHIJIANKEPINGWENGUODU,HUAMAN250YUANKESHENGJIWEIYUXINGJI,MAN1250YUANKESHENGJIWEIJINXINGJI。BUTONGDENGJIDUIYINGBUTONGDEHUIYUANQUANYI,SHIXIANDUIHUIYUANDECHIXULIUCUN。CIWAI,XINGBAKESHITIKA、DIANZIKAYIJINGSHIXIANLELIANTONG,YONGHUTONGGUORENHEPINGTAIHEQUDAOGOUMAIKAFEIYINLIAODOUKEYILEIJIXINGXING。

  4. HUOQUYINGSHOU(R):XINGBAKEHUIYUANDEYINGSHOUCONGYONGHUKAIKANEIYIKEJIUMEIYOUTINGXIEGUO,PUTONGHUIYUANKA88YUAN,MAIERZENGYIYOUHUIQUANNENGGOUSHIXIANZIRANLIEBIANHEKUNBANGXIAOSHOU,ERYUXINGJIDEMAISANZENGYIQUANZETIGAOLEKEDANJIA,JINXINGJIDEMAISHIZENGYINENGTISHENGYONGHUXIAOFEIPINLV。

  5. TUIJIAN(R):YUNXUYONGHUTONGGUOFacebook、TwitterDENGSHEJIAOZHANGHAOWEIHAOYOUZENGSONGKAFEIQUAN,YAOQINGHAOYOUJIARUXINGBAKEXINGXIANGJULEBU。

JIEZHI2019NIANYIJIDU,XINGBAKEDEHUIYUANSHULIANGCHAOGUO1600WAN,ZHONGCHENGDUJIHUADEXIAOSHOUEZHANQUANMEIXIAOSHOUEDE40%。

维度二:个性化营销

CHIXUDEYONGHUSHUJUFENXISHIXIAN"SIRENDINGZHI"TIYAN。

HOUTAISHUJUXITONGHUICHIXUSHOUJIHUIYUANDEGEZHONGSHUJUXINXI,BAOKUO:JIBENXINXI、PIANHAO、XIAOFEIJILU、APPSHIYONGXIGUAN、DISANFANGSHUJUHECHANGJINGSHUJUDENG。SHUJUFENXISHIHUIDUIYONGHUSHUJUJINXINGSHENDUFENXI,CONGERSHIXIANYUCHANGJINGYOUXIAOJIEHEDEGEXINGHUAYINGXIAO。

维度三:快捷点餐

YIDONGDIANCANMANZUSHIJIANJINPODEYONGHU。

虽然现在我们使用移动应用点餐已经习以为常,但是2009年那时候移动点餐并不常见。2009年9月推出的适用于iphone和iPad的星巴克移动卡应用程序是星巴克卡客户的一项突破,使他们能够通过移动设备方便地管理他们的星巴克卡。使用星巴克移动卡应用程序,客户可以管理他们的卡账户,直接从他们的智能手机重新加载他们的卡余额,检查星巴克奖金状态,找到星巴克商店周围,实现移动点餐。这样时间匆忙的用户无需排队等待,节省了时间。星巴克还与Uber进行了合作,用户可以通过星巴克的APP直接进入Uber打车界面,进一步提升了用户体验。

TUICHUDIERNIAN,YIDONGDIANCANZHANXINGBAKEMEIGUOJIAOYIDE11%。MAIDANGLAOHAIZAI2017NIANCESHILEGAIJIHUA,BINGCONGGAIJIHUADECHENGGONGZHONGXUEXI。QITAYIXIEMEIGUOLINGSHOUSHANG,BAOKUOTaco Bell,Dunkin’DonutsHEWalmart,YEGENSUIZHEIGECHENGGONGMOSHI。

维度四:便利支付

YIDONGZHIFUWEIKEHUDAILAIJIHAOTIYAN。

2011NIANXINGBAKETUICHULEYIDONGZHIFUGONGNENG。ZUOWEIJIATINGHEGONGZUOBEIHOUDE"DISANKONGJIAN",KEHUKEYITONGGUOXINGBAKEDEXIANJINHUOWUXIANJINXUANZE(MEICI5MEIYUANZHI500MEIYUANDEKAPIAN)HUOXINGBAKEQIANBAOXIANGSHOUFEICHANGYUKUAIDETIYAN。ZHEIGEQIANBAOKEYILIANJIEDAOXINYONGKA,Apple Pay,Paypal,Chase。GENGZHONGYAODESHI,ZHEIGEQIANBAOYUTIAOXINGMAZHIFUXITONGXIANGGUANLIAN,KEHUZHIXUYAOSAOMIAOTIAOXINGMA,GENBENBUXUYAOZHIFUXIANJIN。

XINGBAKEDEYIDONGZHIFUWEIXINGBAKEDAILAIDE1/4DEYIDONGJIAOYI,JIESHENGLE1/3DEZHIFUCHENGBEN,HUODE38%DEYUFUFEI。YIDONGDUANXIADANHEZHIFU,MEITIANWEIYUANGONGJIESHENG100FENZHONG,ZHEIYANGYUANGONGKEYIQUZUOGENGYOUJIAZHIDESHIQING;BIANLIZHIFUGONGNENGRANGYUANGONGNENGZAITONGYANGDESHIJIANNEIJIESHOUFUWUGENGDUOGUKE;JIANSHAOLEDENGDAISHIJIANHEKUAISUDEGOUMAILIUCHENG,YONGHUDEMANYIDUTISHENGLE5%,CHENGSHUMENDIANGAOFENGQIDEJIAOYILIANGTISHENGLE20%。

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通过数字飞轮执行其创新战略,星巴克正在看到收益。它发布了强劲的年度和季度财务增长,高管们表示,这直接反映了他们对无休止的数字化转型的持续承诺。在2018财年,其收入增长达到了247亿美元的两位数增长。与此同时,2019年第一季度ope体育电竞官方网站的增长率为9%,而且自今年年初以来,星巴克的股价一直处于稳步上升的轨道上。

2017NIAN4YUE3RI,SHUERCIZAICIXIERENCEO,CISHIDEXINGBAKEYIJINGJINFEIXIBI。9NIANDESHIJIAN,XINGBAKECONGDAYUE16000JIADIANFAZHANDAOJINTIANDEYUE30000JIADIAN,opeTIYUDIANJINGGUANFANGWANGZHANSHIZHICONGZUIDISHIDE47YIMEIYUANCHENGZHANGDAOJINTIANDEYUE900YIMEIYUAN。SHUERCIDUIXINGBAKEDE WANJIUZHONGSULEXINGBAKEDELINGHUN,JIopeTIYUDIANJINGGUANFANGWANGZHANDAILAILETUOTAIHUANGUDEGAIBIAN,YESHIXINGBAKEZHONGXINYINGHUILEZUNZHONG。

2018NIANGUDONGDAHUISHANG,XIANRENCEOYUEHANXUNJIANGSHUZIFEILUNDINGYIWEITUIDONGXINGBAKEQIANJINDESANDASHANGYEZHANLVEJUCUOZHIYI,FEILUNGOUCHENGLEXINGBAKESHUZIZHANLVEDEHEXIN。

XINGBAKECHUANGXINZHANLVEDEGUANJIAN:WANSHANDEZHONGCHENGDUJIHUA,YUCHANGJINGYOUXIAOJIEHEDEGEXINGHUA,JINTIESHIDAIDEJISHUGENGXIN

WANSHANDEZHONGCHENGDUJIHUA

  • HUIYUANTIXIFENWEI3GEDENGJI,BUTONGDENGJIHUIYUANYONGYOUBUTONGQUANYI,QIEDINGWEIBUTONGMUBIAO,TONGGUOMAIERZENGYIHEMAISANZENGYISHIXIANLIEBIANHEKUNBANGXIAOSHOU。

  • SHENGJIANGJIHUIYUANJIZHICIJIHUIYUANDECHIXUSHENGJIYUWANGBINGBAOZHENGopeTIYUDIANJINGGUANFANGWANGZHANLIYI。KAIKAMEIMANYINIANXITONGHUIDUIHUIYUANLEIJIDEXINGXINGJINXINGSHENHE,BUMAN25ZEQUANBUQINGLINGQIEJIANGYIDENGJI,CHAOGUO25QINGLINGDANYONGYOUDANGQIANJIBIEFULI。

YUCHANGJINGYOUXIAOJIEHEDEGEXINGHUA

  • BUDUANSHOUJIYONGHUGERENJIBENSHUJU、XIAOFEIPIANHAO、GOUWUJILUHEAPPSHIYONGJILU、WAIBUDISANFANGXINGWEISHUJU。

  • LIYONGDASHUJUJISHUSHENDUFENXISHOUJIDEDALIANGYONGHUXINXI,SHIXIANYUCHANGJINGJIEHEDEGEXINGHUAYINGXIAOTUISONG,TISHENGYINGXIAOYINGSHOU。

JINTIESHIDAIDEJISHUGENGXIN

  • 紧贴时代新技术,用技术推动用户运营。2009年推出iphone、Ipad的移动应用,2001年构建数字化网络平台,2011年推出移动支付功能。

  • YUGEZHONGXINYONGKA、VISAKADENGHEZUO,DATONGDUOZHONGXIANSHANGZHIFUFANGSHI,SHIXIANWUXIANJINZHIFU;QIETUICHUXINGBAKEZHIFUMA,SHIXIANKUAIJIESAOMAZHIFU,JIESHENGZHIFUSHIJIAN。


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