Chulalongkorn University Theses and Dissertations (Chula ETD)

Other Title (Parallel Title in Other Language of ETD)


Year (A.D.)


Document Type

Independent Study

First Advisor

Chairat Aemkulwat


Faculty of Economics (คณะเศรษฐศาสตร์)

Degree Name

Master of Arts

Degree Level

Master's Degree

Degree Discipline

Business and Managerial Economics




Nowadays, the competition in the sales market has become increasingly fierce. How to retain old customers, develop new customers and use membership card marketing strategies to stimulate consumers' shopping frequency and enhance their single purchase ability has become the key points of industry company marketing. This report uses qualitative analysis to collect the BJC Group’s annual reports and financial report for the past three years, and conducts in-depth analysis based on the relevant academic views of the predecessors. Big C is a complete retail shopping mall with all shopping channels, and its branches cover traditional shops and online stores across Thailand. A variety of high-quality, cost-effective products and quality services can meet the needs of different target customer groups. It is currently operated and managed by Berli Jucker Public Company Limited or BJC Group. This report systematically introduces the advantages and existing problems of the membership card marketing system, and proposes optimized solutions and suggestions for these problems. This report results shows that membership card marketing will increase customer loyalty and stimulate consumption growth and the member-based marketing will increase customer loyalty, win more market share and increase the company's industry competitiveness. Research on membership card marketing is very important for the development of the retail industry, and put forward suggestions for optimizing corporate marketing strategies

Included in

Economics Commons



To view the content in your browser, please download Adobe Reader or, alternately,
you may Download the file to your hard drive.

NOTE: The latest versions of Adobe Reader do not support viewing PDF files within Firefox on Mac OS and if you are using a modern (Intel) Mac, there is no official plugin for viewing PDF files within the browser window.