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國際時事跟讀 Ep.K679: Costco的制勝策略：將購物者變成狂粉 Costco's Winning Strategy: Turning Shoppers into Avid Fans

Highlights 摘要：

• Costco's Success Recipe: Costco's success hinges on its unique blend of exclusivity, unwavering dedication to value, and strategic shopping experience design.
• Customer Obsession: The company's ability to create customer obsession through its tactics, such as exclusive memberships and nostalgic appeal, results in a legion of devoted fans.
• Profitability and Loyalty: Costco's commitment to low prices, high-quality products, and strong supplier relationships, coupled with its thriving membership program, contributes to impressive profitability and customer loyalty.

Costco, the membership-only retail giant, has succeeded in cultivating a fanatical following among its 94 million members worldwide. From its irresistible $5 rotisserie chickens to the allure of free samples, Costco has mastered the art of inspiring customer obsession. This article delves into how the company employs a variety of strategies to transform casual shoppers into ardent Costco fans.

Costco，這家只對會員開放的零售巨頭，在全球9400萬會員中培養了一批狂熱的追隨者。從令人難以抗拒的5美元烤雞到免費樣品的誘惑，Costco已經掌握了激發顧客痴迷的功夫。本文深入探討了該公司採用多種策略，將普通消費者轉變為Costco的狂熱粉絲。

One of Costco's primary tactics is the exclusivity offered through its membership program. To shop at Costco's warehouse-like stores, consumers are required to purchase an annual membership, costing $60 for households or businesses and $120 for executive members. This membership requirement not only adds an air of exclusivity to the store but also triggers a psychological phenomenon where customers feel the need to justify their investment by shopping frequently and buying more. This exclusivity is reinforced by the fact that you must be a member to even enter the store.

Costco的主要策略之一是通過其會員計劃提供的獨家性。要在Costco的倉庫式商店購物，消費者需要購買年度會員資格，家庭或企業會員需支付60美元，而高級會員則需支付120美元。這種會員資格要求不僅為商店增添了排他性，還引發了一種心理現象，即顧客感到有必要通過頻繁購物和購買更多商品來證明他們的投資。而必須持有會員資格才能進入商店這點更強化了這種排他性。

Costco's dedication to value is another cornerstone of its strategy. The company's emphasis on offering high-quality products at the lowest prices is central to its appeal. Costco prides itself on being an "item business," curating a selection of around 3,700 to 3,800 top-tier products, as opposed to the overwhelming array of items in a Walmart supercenter. The commitment to offering value is exemplified in popular products like the $4.99 rotisserie chicken and the $29.99 sheet cake that serves 48 people. Costco's approach is not to maximize profits but to find the lowes