in the current buyer's market, the competition is extremely fierce, and the product homogeneity tends to be serious. The business management of enterprises has gradually shifted from the mass marketing stage with few varieties, large scale and extensive to the differentiated marketing stage with many varieties, small batch and refinement. Enterprises pay more and more attention to consumer segmentation, and more and more need to feed back market consumption demand information in time.

The handheld computer system, which does not need power supply support, weighs less than 211g, can be moved at will, has a complete input/output arithmetic unit, and can independently store and calculate data, has entered the commercial application, helping enterprises to build a mscm system, and bringing most manual operation processes into the automatic processing system. For example, effectively manage the details that are difficult to be involved in traditional computer systems such as warehouses at all levels, sales channels, sales terminals, VIP members and after-sales service processes, extend the management radius of the supply chain, and improve the automation and accuracy of marketing management. Combined with product sequence bar code, the palm system collects the trajectory of each single product in the circulation process, obtains accurate information about quantity, location and status, collects basic marketing data, and provides data support for scientific decision-making of enterprises.

Especially for the marketing chain enterprises with many subordinate branches, large daily business volume and high requirements for corporate image, a flexible and simple marketing management system has increasingly become the cornerstone for the survival and growth of enterprises. Let's take a chain catering enterprise as an example to talk about the function and significance of mobile marketing management system to the enterprise.

XY coffee restaurant chain originated in Taiwan Province has grown rapidly in the form of compound franchise chain since it entered the mainland, and now it has more than 111 franchise chains. With its strong coffee corporate culture and excellent catering service, XY Coffee provides an elegant environment, relaxed atmosphere and delicious coffee, creating a good reputation as a coffee expert and outstanding performance, and enjoys a high reputation in the hearts of consumers.

In the new millennium, the leisure catering market is unprecedentedly fierce, and too many enterprises have entered the market, including Mingdian, Shangdao, Zuo 'an, and Jintie, which provide similar services and compete for the time and budget of similar consumers. The leisure catering market has passed the concept introduction period, and enterprises are facing a severe competitive environment, hoping to improve the quality of products and services in various ways and attract long-term customers. Maintaining the competitiveness of enterprises has become an important issue to be considered in the development of enterprises.

XY coffee tries to win more market share by improving membership card management.

the existing membership card management mode of xy coffee

the membership card of xy coffee organization is issued to frequent customers. At present, the management function is relatively simple, and it is only used as a discount voucher. At present, the business process is as follows: when checking out, the customer shows his membership card, the waiter records the card number, the cashier calculates the discount amount and consumption situation, puts it on record, and faxes the consumption data to the regional management center. The defects of the existing membership card management process are:

a) The membership card is only a discount card, and it is difficult to accumulate and analyze the frequent customer consumption records, and the data cannot be fully utilized, and the degree of customer relationship management is low. It is difficult for the company to carry out targeted business promotion activities, which greatly wastes regular customers' resources.

b) The whole process of membership card management is handled manually, which is characterized by heavy workload, high error rate, poor accuracy and high management cost.

c) the application of guests is restricted, and they have to go to the same franchise store to get a membership card, which is easy to be dissatisfied.

XY Coffee's existing membership card management mode catalogue XY Coffee's existing membership card management mode mscm system helps improve XY Coffee's membership management expansion function: mobile system improves the daily business management of franchise stores; XY Coffee's mobile management system cost analysis attachment

mscm system helps improve XY Coffee's membership management

By introducing the mobile management system, members can be easily optimized without changing the existing management mode and workflow of XY Coffee.

1. Basic work: Formulate strict and attractive management rules

Since most programmed judgments can be made by software according to rules, the management authorities should first formulate membership management rules according to the characteristics of the enterprise and ensure the attractiveness of this rule to customers. The palmtop system needs to identify the membership through the unique bar code number, and determine the consumption discount through the level corresponding to the card number. For example, the membership level and upgrade rules of XX Coffee are formulated as follows:

With the accumulation of members' consumption data, the parameters of consumption discount rules and upgrade rules can be adjusted through data analysis, but the 81/21 principle should be paid attention to when adjusting, that is, members who spend more than two times can apply for Class D membership, and the top 21% of members who spend in Class D can be upgraded to Class C, and the top 21% of members who spend in Class C can be upgraded to Class B, and so on. Upgrade rules should ensure that the company maintains long-term customers without reducing turnover.

2. Simple and convenient membership application

If a customer applies for membership, each franchise store records the basic information of the member (name, gender, phone number, email, address, occupation, income range, zip code, etc.) by using the handheld system, and instantly sends it back to the management center through the network, and gives the printed membership card to the customer. The headquarters confirms the number, and by default, the card enjoys the consumption discount of Class D members.

after the application is completed, the management center can collect all the member information. Members' basic information can be used for mailing/emailing the latest promotion information and analysis, and for consumption comparison by gender, region, occupation, income range and other indicators.

3. automatic processing of member management

the management center updates the member data through the network every day to ensure the consistency of the mobile system data of each franchise store and ensure that the member customers can enjoy the specified services in any franchise store.

the membership management process is simplified as follows: cardholders consume, show their membership cards, waiters scan and record the card numbers, and the system queries the database to obtain the corresponding discount level, and automatically calculates the discount amount and actual consumption amount. At the end of the shift, the franchise stores upload the consumption records to the management center.