面对日益精明的消费者,会员卡不能再被当做“有总比没有强”的增值服务,而应具备“工具”以外的更多营销能力。毫无疑问,绝大多数商家或厂家最初发行会员卡的动因都是为了吸引目标消费人群。因此,为了体现对目标消费人群的重视并与竞争对手展开争夺,企业通常都会为被称为“VIP 会员”(Very Important Person非常重要的客人)的这部分人群提供 The face of increasingly sophisticated consumers, membership cards can no longer be regarded as “there is no better than” value-added services, but should have “tools ” more marketing capabilities. Undoubtedly, the motivation for the vast majority of merchants or manufacturers to initially issue membership cards is to attract the targeted consumer groups. Therefore, in order to embody the focus on the target consumer group and compete with competitors, the business typically provides this segment of the population known as a “VIP Member” (Very Important Person)