1. The essence of the membership management plan. The
company obtains profits by selling products, thereby achieving its business goals. The value of the product depends on the user's use. Users use the product by investing resources in the product in exchange for benefits. Therefore, the purpose of the membership management program is also the exchange of resources. The user's resources include time, content, wealth, etc., and the user's interests are diverse. In social products, users can obtain content, publish and share, and gain a sense of belonging and accomplishment. In e-commerce applications, it is mainly reflected in consumer behavior. No matter what kind of product, its essence is resource exchange. This shows that no matter how developed the modern world is compared to ancient times, the foundation of human activities is still based on the needs of ancient resource exchange.
2. Design principles of membership management plan
According to the nature of the membership resource exchange, three principles that must be followed to construct a membership management plan can be inferred
1 Demand matching principle.
The needs of members should match the benefits provided by the company, because no matter how valuable the benefits provided by the company are, if the needs of the members cannot be met, the members will lack the motivation to participate.
2 The principle of equal cost and benefit.
In the membership management program, the fees paid by members should be equal to the income they earn. Otherwise, the attractiveness of membership will be reduced, and the efficiency of membership use will be greatly reduced.
On the other hand, if the company’s benefits to members are far greater than the costs paid by the members, this can encourage members to use it more frequently, but it will increase the burden on the company and waste corporate resources. Optimization.
3 The principle of making full use of resources.
The nature of the resource exchange of the membership management plan determines that it is a win-win system, because as long as one party cannot make a profit, the exchange cannot be completed and the membership system is in vain. Since it is a win-win system, it must make full use of all the resources of the enterprise to maximize its benefits.
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Original Title: The Essence and Design Principles of Member Management Program
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