科技和产业
科技和產業
과기화산업
SCIENCE TECHNOLOGY AND INDUSTRIAL
2012年
6期
109~113
,共null页
常客计划 关系价值 品牌忠诚 会员奖励
常客計劃 關繫價值 品牌忠誠 會員獎勵
상객계화 관계개치 품패충성 회원장려
loyalty programs; relational worth; brand loyalty; customer card
常客计划已经成为市场营销和客户关系管理的重要的工具。常客计划研究已成为国外营销学界研究的重要主题，但国内研究几乎是空白。本文对国外常客计划研究的内容和研究成果进行了回顾，其中包括常客计划的定义与目标、常客计划方案设计中的策略选择和常客计划的作用机制与作用效果。文章在对常客计划研究现状进行评论的基础上，构建了一个常客计划的研究框架，同时提出了常客计划绩效评价的概念模型。
常客計劃已經成為市場營銷和客戶關繫管理的重要的工具。常客計劃研究已成為國外營銷學界研究的重要主題，但國內研究幾乎是空白。本文對國外常客計劃研究的內容和研究成果進行瞭迴顧，其中包括常客計劃的定義與目標、常客計劃方案設計中的策略選擇和常客計劃的作用機製與作用效果。文章在對常客計劃研究現狀進行評論的基礎上，構建瞭一箇常客計劃的研究框架，同時提齣瞭常客計劃績效評價的概唸模型。
상객계화이경성위시장영소화객호관계관리적중요적공구。상객계화연구이성위국외영소학계연구적중요주제，단국내연구궤호시공백。본문대국외상객계화연구적내용화연구성과진행료회고，기중포괄상객계화적정의여목표、상객계화방안설계중적책략선택화상객계화적작용궤제여작용효과。문장재대상객계화연구현상진행평론적기출상，구건료일개상객계화적연구광가，동시제출료상객계화적효평개적개념모형。
Loyalty programs/Loyalty and reward schemes are one of the tools in marketing and customer relationship management, which has become a very important topic of research abroad but a topic seldom dealt with in China. This study focuses on the following issues：①the factors that influence loyalty and reward schemes;②customers＇ preference for loyalty and reward schemes; and③the effect evaluation of loyalty and reward schemes. Firstly, the factors like the properties of different industries, the characteristics of competition and demand, and the conditions of the companies that use loyalty and reward schemes and customers will be explored. Secondly, how to maximize the loyalty and reward schemes attraction of the prospective customers will be centered on. Finally, a model of the effect evaluation of loyalty reward schemes will be constructed and the latent variables will be measured. Experiments and observation will be conducted in order to collect the objective data of share of wallet for the empirical study of the model.
