基于山东众旺公司"消费储值"营销模式的分析

山东众旺公司“消费储值”营销模式出现和兴起后,社会各界对此褒贬不一．本文以众旺公司“消费储值”营销模式的存在和持续发展为出发点,分别从持卡消费者、加盟商和众旺公司三方的立场,对其进行定量分析,并计算出其存在和发展的临界点．本文的计算结果表明：山东众旺公司“消费储值”营销模式在理论上虽然存在实现多赢的可能性,但在现实生活中是不可能实现的．

Analysis of Shandong Zhongwang Company's Marketing Mode about "Value of Consumption"

Since the "value of consumption" marketing mode o f Shandong Zhongwang Company came into being, there have been different views on i ts merits and demerits. The paper makes a quantitative analysis from the stand- points of the card-holding consumers, the business league and the company respe ctively, and works out the critical points for its existence and development. Ca lculations show that although the mode may claim profit theoretically, in realit y, it is hardly possible.