集团采购网上：一个对价格发现机制的比较【外文翻译】.doc

1、毕业论文（设计）外文翻译题目圆通公司提高客户忠诚度的探析一、外文原文标题GROUPBUYINGONTHEWEBACOMPARISONOFPRICEDISCOVERYMECHANISMS原文TAKESALOOKATTHEWORLDWIDETRENDTOWARDLOYALTYMARKETINGANDHIGHLIGHTSTHEREASONSFORTHISEMPHASISONLOYALTYASSERTSTHATBUILDINGCUSTOMERLOYALTYISABUSINESSSTRATEGY,NOTJUSTAMARKETINGPROGRAMANDTHATALLBUSINESSESSHOULDSEEK

2、TOBOOSTLOYALTYANDMAXIMIZESHAREOFCUSTOMEREXPLORESTHEVARIOUSAPPROACHESTOSTRUCTURINGCUSTOMERLOYALTYSTRATEGIESUSESSOMEREALWORLDEXAMPLESTOILLUSTRATEDIFFERENTAPPROACHESPROVIDESACONSISTENTFRAMEWORKFORDEVELOPINGALOYALTYSTRATEGYANDPROGRAMOFFERSINSIGHTTOREDUCETHEAMOUNTOFTIMEREQUIREDTODEVELOPALOYALTYSTRATEGYAN

3、DTOUCHESONWAYSTOHELPMARKETERSAVOIDSOMECLASSICMISTAKESMAINTAINSTHATTHEPURSUITOFCUSTOMERLOYALTYISAPERPETUALONEMOREOFAJOURNEYTHANADESTINATIONINTRODUCTIONTHEREISAWORLDWIDETRENDTOWARDLOYALTYMARKETINGCOMPANIESINMOSTINDUSTRIESARESTUDYING,EVALUATINGORIMPLEMENTINGLOYALTYSTRATEGIESANDPROGRAMSAIMEDATCULTIVATIN

4、GSTRONGRELATIONSHIPSWITHTHEIRBESTCUSTOMERSTHEREASONSFORTHISEMPHASISONLOYALTYAREVARIEDCERTAINLY,THEPROLIFERATIONANDFRAGMENTATIONOFMEDIAOPTIONSMAKEITMOREDIFFICULTTOREACHANDACQUIRENEWCUSTOMERS,PLACINGANINORDINATEBURDENONCOMPANIESTOKEEPCURRENTCUSTOMERSHAPPYBEYONDTHEMEDIAREACHCHALLENGES,CUSTOMERAUDIENCES

5、AREMOREBUSYAND,ASARESULT,LESSINCLINEDTOCONSUMEANDINTERPRETALLTHEMESSAGESTHEYRECEIVEMOREHOUSEHOLDSNOWHAVEBOTHADULTSWORKING,LEAVINGLESSTIMEFORTHECONSUMPTIONOFMARKETINGMESSAGESMOREMANAGERSINBUSINESSAREWORKINGLONGHOURSFORAVARIETYOFREASONS,LEAVINGLESSTIMEFORTHECONSUMPTIONOFMARKETINGMESSAGESAIMEDATTHEIRBU

6、SINESSLOYALTYMARKETINGISAPOPULARTOPICAMONGMARKETERSTHEDIRECTMARKETINGASSOCIATION,THEWORLDSLARGESTANDFOREMOSTORGANIZATIONFORDIRECTMARKETINGPROFESSIONALS,REPORTSTHATTHEMOSTHEAVILYATTENDEDSESSIONSATTHEIRANNUALCONFERENCEANDEXHIBITIONIN1997WERETHOSESESSIONSDESCRIBEDASCUSTOMERRELATIONSHIPMANAGEMENTMARKETE

7、RSARESEARCHINGFORINSIGHT,SOLUTIONS,EXAMPLESANDGUIDANCETHEPROBLEMSTHEYSEEKTOSOLVEAREALLTHESAMEIMPROVECUSTOMERRETENTIONANDMAXIMIZESHAREOFCUSTOMERINTHISARTICLEIWILLEXPLORETHEVARIOUSAPPROACHESTOSTRUCTURINGCUSTOMERLOYALTYSTRATEGIESIWILLALSOUSESOMEREALWORLDEXAMPLESTOILLUSTRATEDIFFERENTAPPROACHESBUTULTIMAT

8、ELY,WHATTHEREADERWILLDERIVEFROMTHISARTICLEISACONSISTENTFRAMEWORKFORDEVELOPINGALOYALTYSTRATEGYANDPROGRAMTERMINOLOGYTHEREARECOUNTLESSTERMSUSEDTODESCRIBELOYALTYMARKETINGTHEREISRELATIONSHIPMARKETINGTHEREISFREQUENCYMARKETINGTHEREISONETOONEMARKETINGTHEREISCUSTOMERCENTRICMARKETINGEVERYYEARTHEREWILLBEAFEWMO

9、RETERMS,BUTIEMBRACELOYALTYMARKETINGHEREISWHYIASKCOMPANIESTHISQUESTION“WHATDOYOUWANTTOACHIEVE”THEANSWERSVARYHEREISASAMPLEDIALOGDUFFY,“WHATDOYOUWANTTOACHIEVE”MARKETER,“WELL,IWANTTOBUILDSTRONGER,DEEPERRELATIONSHIPSWITHMYCUSTOMERS”DUFFY,“WHY”MARKETER,“BECAUSEIWANTTOBUILDLOYALTY”DUFFY,“AHATHATSITWHATWESE

10、EKTOACHIEVEHEREISLOYALTYLOYALTYISTHEBUSINESSOBJECTIVERELATIONSHIPS,ONETOONE,CUSTOMERCENTRICANDALLTHEOTHERTERMSAREMERELYAMEANSTOANENDTHEENDWESEEKISLOYALTY”MARKETER,“EXACTLY”THATISWHYIEMBRACELOYALTYMARKETINGASTHEBESTTERMTODESCRIBETHESTRATEGY,REGARDLESSOFTHEINDUSTRYIHEARMARKETERSSAYTHINGSLIKE,“IDONTNEE

11、DLOYALTYINMYBUSINESS,INEEDFREQUENCY”WELL,FREQUENCYISOFTENAFUNCTIONOFTHECATEGORYIRENTVIDEOSFREQUENTLYISHOPATTHEGROCERYSTOREFREQUENTLYIBUYANEWVEHICLEINFREQUENTLYITAKEAVACATIONINFREQUENTLYYETMARKETERSINALLTHESEINDUSTRIESARECHASINGTHESAMETHINGMAXIMIZEDSHAREOFCUSTOMERBACKGROUNDONLOYALTYPROGRAMSITSTARTEDI

12、NTHEAIRLINEBUSINESSCONGRESSPASSEDTHEAIRLINEDEREGULATIONACTOF1978,PHASINGOUTFEDERALCONTROLOFDOMESTICAIRSERVICEANDMARKINGTHEBEGINNINGOFTHEERAINWHICHMARKETFORCESDETERMINEFARESANDLEVELSOFSERVICEGAOREPORT,1996AIRLINESSTRUGGLEDFORAPOINTOFDIFFERENTIATIONINMANYCASESFARES,SELECTIONANDSERVICEWERE,FORTHEMOSTPA

13、RT,EQUALIN1981,AMERICANAIRLINESINTRODUCEDITSFREQUENTFLYERPROGRAMAADVANTAGE,OFFERINGFREETRAVELINEXCHANGEFORSOMELEVELOFLOYALTYUNITEDAIRLINESFOLLOWEDSHORTLYAFTERWARDWITHITSMILEAGEPLUSPROGRAMANDSOONEVERYCOMPANYINTHETRAVELINDUSTRYCREATEDORPARTICIPATEDINONEORMORELOYALTYPROGRAMSLOYALTYPROGRAMSINTHETRAVELIN

14、DUSTRYHAVEEVOLVEDWHATSTARTEDASAFAIRLYSTRAIGHTFORWARDPROPOSITION“FLYWITHUSANDEVENTUALLYFLYFREE”HASBECOMEMUCHMORESOPHISTICATEDEVERYAIRLINEPROGRAMALLOWSTRAVELERSTOEARNEXTRAMILESWITHHOTELS,CARRENTALCOMPANIESANDCREDITCARDCOMPANIESMANYALLOWTHREEDIFFERENTCREDITCARDOPTIONSINTHEUSAIRWAYSDIVIDENDMILESPROGRAM,

15、TRAVELERSMAYEARNMILESONAVISACARDISSUEDBYNATIONSBANK,ORTHEYMAYEARNMILESONANAMERICANEXPRESSCARDTHROUGHMEMBERSHIPREWARDS,ORONADINERSCLUBCARDTHROUGHCLUBREWARDSANEWGENERATIONOFINNOVATIVEAWARDOPTIONSHASEMERGEDOVERTHEPASTFEWYEARSEVERYMAJORDOMESTICAIRLINEOFFERSOPTIONSTOEARNMILESFORDINING,LONGDISTANCEPHONESE

16、RVICEANDFLOWERSAMERICANAIRLINESALLOWSMEMBERSOFITSAADVANTAGEPROGRAMTOEARNMILESFORTHINGSLIKEMUTUALFUNDINVESTMENTSANDMORTGAGES,ASWELLALLTHESEOPTIONSANDENHANCEMENTSEVOLVEDOVERTIMEANDTHEYEVOLVEDBECAUSETHEBASICPROPOSITIONTOTHETRAVELERWASCOMPELLINGTHEIDEAOFEARNINGFREETRAVELWASMOTIVATIONALANDACHIEVABLETHROU

17、GHTHEEYESOFTHEBUSINESSTRAVELERTHATISWHYFREQUENTFLYERPROGRAMSHAVEBECOMESOPOWERFULANDINFACTHAVEBECOMEANINTEGRALPARTOFTHEAIRLINEPRODUCTINFACT,ITHASBEENSAIDTHATFREQUENTFLYERPROGRAMSHAVEPLAYEDASIGNIFICANTROLEINTHEDEMISEOFMANYPOSTDEREGULATIONAIRLINESTARTUPSGAOREPORT,1996THEMODELEMPLOYEDINTHETRAVELINDUSTRY

18、ISKNOWNASTHEPROMOTIONALCURRENCYAPPROACHAPROMOTIONALCURRENCYMILESORPOINTSISEARNEDASTHEMEMBERSPENDSTHEPROMOTIONALCURRENCYISREDEEMEDFORSOMETHINGOFVALUEINTHISCASEFREETRAVELTHEREARECERTAINCHARACTERISTICSOFTHETRAVELBUSINESS,ANDESPECIALLYTHEAIRLINEBUSINESS,WHICHHAVEMADETHEPROMOTIONALCURRENCYAPPROACHSUCCESS

19、FULHIGHFIXED/LOWVARIABLECOSTSTRUCTUREANDIDLECAPACITYWHENANAIRPLANETAKESOFFWITHANEMPTYSEATTHEREISNOLONGERACHANCETOSELLTHATSEATITISALOSTOPPORTUNITYIFANAIRLINECANINFLUENCECHOICEBETWEENCARRIERSWITHITSFREQUENTFLYERPROGRAMANDFILLASEATTHATWOULDOTHERWISEBEEMPTY,THEREVENUEISVIRTUALLYALLPROFITSIMILARLY,WHENAN

20、AIRLINEGIVESAWAYASEATONANAIRPLANEANDDOESNOTDISPLACEAPAYINGPASSENGER,THECOSTOFTHEFREETRIPISINCONSEQUENTIALLARGERELATIONSHIPBUSINESSTRAVELERSINFLUENCETHESPENDINGOFTHOUSANDSSOMETIMESTENSOFTHOUSANDSOFDOLLARSONTHEIROWNINDIVIDUALAIRTRAVELASURVEYOFFREQUENTTRAVELERSREVEALEDTHATONLY28PERCENTAREREQUIREDTOUSEA

21、PARTICULARAIRLINEBYTHEIREMPLOYEROAGFREQUENTFLYERMAGAZINE,1997THEREFORE,72PERCENTHAVETHELATITUDETOREDIRECTSPENDINGONTHEIROWNINDIVIDUALAIRTRAVELSOEACHINDIVIDUALTRAVELERHASAPOWERFULPOSITIONWITHTHEABILITYTOCONTROLASIGNIFICANTREVENUESTREAMTOTHEAIRLINEYETITISNOTTHETRAVELERSOWNMONEYWHEREELSEDOESSUCHASITUAT

22、IONEXISTNOWHERETHESEAREALSOSOMEOFTHEMOSTPROFITABLERELATIONSHIPSBUSINESSTRAVELERSOFTENHAVEUNPREDICTABLESCHEDULESANDDONOTHAVETHEFLEXIBILITYORPREDICTABILITYTOMAKEADVANCERESERVATIONSASARESULT,BUSINESSTRAVELERSAREOFTENPAYINGFULLFARES,WHICHAREMUCHMOREPROFITABLETOTHEAIRLINESTHESECHARACTERISTICSAREOVERWHELM

23、INGINTHEAIRLINEINDUSTRYANDEXISTNOWHEREELSEINSUCHMAGNITUDETHEPROMOTIONALCURRENCYMODELHASPERVADEDTHETRAVELINDUSTRYQUITESUCCESSFULLYINTHE1980S,MARKETERSSTARTEDDEVELOPINGLOYALTYMARKETINGPROGRAMSINAVARIETYOFINDUSTRIES,SEEKINGTOREPLICATETHESUCCESSESINTHETRAVELINDUSTRYHOWEVER,OFTENTHENATURALTENDENCYWASTOMI

24、MICWHATHASHAPPENEDINTHETRAVELINDUSTRYTHATAPPROACHHASBEENPROVENNOTAPPROPRIATEFORALLINDUSTRIESEACHSITUATIONREQUIRESCAREFULCONSIDERATIONANDANALYSISBEFORETHEPRESCRIPTIONOFTHEBESTLOYALTYSOLUTIONLOYALTYMARKETINGPRINCIPLESLOYALTYMARKETINGISMORETHANJUSTAPROGRAMITISABUSINESSSTRATEGYITISASTATEOFMINDWHENPROPER

25、LYEMBRACED,DEVELOPEDANDIMPLEMENTED,LOYALTYMARKETINGSTRATEGIESBECOMEINTEGRALLYLINKEDTOTHEPRODUCTCONSIDERAIRLINEFREQUENTFLYERPROGRAMSFREQUENTFLYERSBOARDTHEAIRLINEFIRST,HAVESPECIALTOLLFREEPHONENUMBERSFORSERVICE,SPECIALCHECKINDESKSANDGETACCESSTOFIRSTCLASSUPGRADESWHICHHELPENDEARTHETRAVELERTOTHEBRANDSOMEA

26、IRLINESHAVEGONEEVENFURTHER,DEVELOPINGPROGRAMSWHICHREWARDTHEBUSINESSFORITSLOYALTYONTOPOFTHEREWARDSPROVIDEDTOTHEINDIVIDUALTRAVELERSEEDELTASKYPRIVILEGESPLUSCASESTUDYTHEFREQUENTFLYERPROGRAMSAREGENUINELYINTEGRALTOTHEPRODUCTYOUCANNOTEXPERIENCETHEPRODUCTWITHOUTSEEINGTHELOYALTYSTRATEGYCONSIDERARETAILEXAMPLE

27、FROMHARRISTEETER,AREGIONALGROCERYSTORECHAINBASEDINCHARLOTTE,NORTHCAROLINASEEHARRISTEETERVICCASESTUDYTHISRETAILEREMBRACEDABESTCUSTOMERSTRATEGYVICSTANDSFORVERYIMPORTANTCUSTOMEROVERAYEARAGOANDEVERYCASHIERPROMPTSEVERYCUSTOMERATCHECKOUT,“DOYOUHAVEYOURVICCARD”THERETAILERSADVERTISINGISFULLOFMESSAGINGWHICHP

28、OINTSOUTSPECIALDISCOUNTSAVAILABLEONLYTOVICCARDHOLDERSONCEAGAIN,ACUSTOMERCANNOTEXPERIENCETHEBRANDWITHOUTEXPERIENCINGTHELOYALTYSTRATEGYCONCEPTUALLY,LOYALTYSTRATEGIESSEEKTOBUILDSTRONGERANDMOREDURABLERELATIONSHIPSWITHCUSTOMERSDURABLERELATIONSHIPSHELPENCOURAGECUSTOMERSTODOSOMETHINGABOUTAPROBLEMTHEYHAVEHA

29、DWITHAPRODUCTORSERVICERATHERTHANQUIETLYDEFECTINGFROMTHEBRANDAIRLINEFREQUENTTRAVELERSTAKEITUPONTHEMSELVESTOCALLTHEIREXCLUSIVETOLLFREECUSTOMERSERVICENUMBERSTOTALKABOUTPROBLEMSWITHTHEAIRLINETHEYKNOWTHATTHEIRSTATUSASFREQUENTTRAVELERSMAKESTHEAIRLINELISTENCAREFULLYANDACTONANYISSUESORCONCERNSANDTHETRAVELER

30、FEELSTHATHEHASASTAKEINTHEFUTUREOFTHEAIRLINEBECAUSEHEHASEQUITYINTHEFORMOFMILESULTIMATELY,CUSTOMERSTHATFEELGOODABOUTTHEBRANDANDFEELTHEYHAVEASAYINTHEDELIVERYOFTHEBRANDEXPERIENCEBECOMEADVOCATESFORTHEBRANDSEETHELOYALTYHIERARCHYINFIGURE3LOYALTYPROGRAMSARENOTMAGICBUTCAREFULLYCRAFTEDANDDILIGENTLYEXECUTED,AL

31、OYALTYSTRATEGYCANCREATEARELUCTANCETODEFECTONTHEPARTOFCUSTOMERSSOMETIMESITISANECONOMICRELUCTANCETODEFECTBECAUSETHECUSTOMERFEELSHELOSESSOMETHINGBYDEFECTINGTOANOTHERBRANDSOMETIMESITISAPSYCHOLOGICALRELUCTANCETODEFECTBECAUSETHECUSTOMERFEELSENGAGEDWITHTHEBRANDANDFEELSTHATAMUTUALLYSUCCESSFULRELATIONSHIPISL

32、OSTIFHEDEFECTSTYPICALAPPROACHESCONSIDERFIGURE4ANDFIGURE5THESEILLUSTRATIONSDEMONSTRATETHEDIFFERINGSTRATEGIESBASEDONTHESIZEANDFREQUENCYOFTRANSACTIONFORVARIOUSPRODUCTSFREQUENCYANDSIZEFITMOREONACONTINUUMTHANINQUADRANTS,BUTIHAVEUSEDQUADRANTSFORCLARITYOFILLUSTRATIONINGENERAL,INFREQUENTREPRESENTSATLEASTONE

33、YEARBETWEENPURCHASEOFAPRODUCTORSERVICEANDFREQUENTISLESSTHANAYEARLOWDOLLARREPRESENTSUNDER100PERTRANSACTIONWHILEHIGHDOLLARREPRESENTSOVER100EACHOFTHESEEXAMPLESMAYBEDEBATEDANDCERTAINLYTHEREARESOMECUSTOMERSTHATSPENDLESSTHAN100ONANITEMIHAVEPUTINTOAHIGHDOLLARCATEGORYBUTTHESEEXAMPLESAREINTENDEDTOMAKEAPOINTA

34、BOUTTHEVARYINGSTRATEGIESBASEDONAPARTICULARSEGMENTOFCUSTOMERSINAPARTICULARINDUSTRYPROMOTIONALCURRENCYMODELEXPLOREDTHEPROMOTIONALCURRENCYAPPROACHTOLOYALTYMARKETINGISTHEMORELOGISTICALLYCOMPLICATEDAPPROACHWHICHTAKESMORETIMETOPLANANDDEVELOPITISNOTUNIVERSALLYRIGHTORWRONGINANYINDUSTRY,BUTTHISSECTIONEXPLORE

35、SSOMEOFTHEIMPORTANTCONSIDERATIONSREGARDINGPROMOTIONALCURRENCYFIRSTSOMEELEMENTARYBACKGROUNDONTHEMODELCUSTOMERSOR“MEMBERS”EARNAPROMOTIONALCURRENCYBASEDONSOMEBEHAVIORMEMBERSREDEEMTHECURRENCYATCERTAINLEVELSORINTERVALSFORFREEORDISCOUNTEDGOODSANDSERVICESITSOUNDSSIMPLEANDITISNAMEYOURPROMOTIONALCURRENCYTHEC

36、URRENCYMIGHTBEREFERREDTOAS“POINTS”OR“MILES”ITISIMPORTANTTONAMEYOURCURRENCYSOMECOMPANIESHAVEATTEMPTEDTORUNPROGRAMSWHICHATTEMPTTOCOMMUNICATETHECONCEPTWITHOUTANAMETYPICALLY,COMPANIESTRYCOMMUNICATINGITINPERCENTAGES“YOULLEARN1PERCENTONALLPURCHASES,BUTONTUESDAYSYOULLEARNA50PERCENTBONUS,OR15PERCENT”ITGETSC

37、ONFUSINGESPECIALLYWHENYOUAREATTEMPTINGTOINTRODUCEABONUS“YOULLEARN1PERCENTPLUSYOULLGETANEXTRA500CREDITONFRIDAYS”SELECTANAPPROPRIATEUNITOFMEASURENOTTOOLARGEANDNOTTOOSMALLASARULEOFTHUMB,APROMOTIONALCURRENCYSHOULDBEWORTH001ONTHEREDEMPTIONSIDEOFTHEEQUATIONTHATUNITISLARGEENOUGHSOTHATMEMBERSARENOTTHROWINGA

38、ROUNDTENSORHUNDREDSOFTHOUSANDSOFPOINTSFOR25INVALUEBUTITISALSOSMALLENOUGHSOTHATBONUSESORPARTNERSHIPDEALSMAYBEWORKEDOUTWITHOUTSPLITTINGPOINTSINTOFRACTIONSFORINSTANCECONSIDERAPROGRAMWITHA5PERCENTFUNDINGRATECUSTOMERSWILLEARNONEPOINTFOREVERYDOLLARSPENTANDEACHPOINTISWORTHFIVECENTSINTRODUCEAPARTNERSHIPWITH

39、ANOTHERCOMPANYSEEKINGTOBUYTHEPROMOTIONALCURRENCYTHEPARTNERCOMPANYCANNOTAFFORD5PERCENT,BUTCANAFFORD2PERCENTTHEDILEMMAISTHISMEMBERSWILLEARN40PERCENTOFONEPOINTFOREVERYDOLLARSPENTPUTANOTHERWAY,MEMBERSEARNONEPOINTFOREVERY250SPENTEITHERWAYITISCONFUSINGANDMESSYIFTHECURRENCYISWORTH001,THEPROPOSITIONISMUCHCL

40、EANERANDSIMPLERMEMBERSEARNFIVEPOINTSPERDOLLARSPENTWITHTHEPRIMARYBRANDANDTWOPOINTSPERDOLLARSPENTWITHTHEPARTNER出处DENNISLDUFFY,1998“CUSTOMERLOYALTYSTRATEGIES“,JOURNALOFCONSUMERMARKETING,VOL15ISS5,PP435448二、翻译文章标题集团采购网上一个对价格发现机制的比较译文全球范围内对忠诚度营销的趋势的剖析，是突出强调忠诚的原因。建立客户忠诚度不仅仅是一个营销方案更是一种业务战略，所有企业应设法提高客户的忠诚度，

41、最大限度地服务消费者。本文探讨了构建客户忠诚度的各种策略。使用了一些真实的例子来阐述不同的方法。为开发一个忠诚的战略或方案相一致的框架。制定一个忠诚的策略需要有敏锐的洞察力来减少所需的时间，并避免一些营销中的经典错误。因此，客户忠诚度的追求，是一个永久的一个比目的地更重要的旅程。忠诚度营销有一种众所周知的趋势。在大多数行业的公司正在研究，评估或实施忠诚战略和培养他们最好的客户紧密关系的方案。对忠诚度重视的原因是多种多样的。当然，各种媒体的报道和追查使公司更难以达到和获得新客户，导致为保持目前的顾客满意而过度负担。除了媒体面临的挑战，顾客更加忙碌，不太愿意消费和接受他们收到的信息。越来越多的家庭

42、现在有两个工作的成年人，获得市场消费信息的时间就更少。许多管理人员花很多的时间在其它方面，而他们的业务上却花很少的时间去了解市场消费信息。忠诚营销是一个热门的营销话题之一。世界上最大和最重要的直接营销专业组织直销协会在其1997年度会议和展览上认为最重要的是客户关系管理。营销人员正在寻找洞察，解决方案，实例和指导。他们的问题解决方法都是相同的保留老客户和最大限度地提高份额。在这篇文章中我将探讨不同的方法，构建客户忠诚度的策略。我也将使用一些真实的例子来说明不同的做法，但最终是什么，读者从这篇文章得出的，是一个发展忠诚战略和方案相一致的框架。术语用来描述有无数的忠诚度营销有关的方面。有关系营销，

43、有频率营销，有一对一的营销，有以客户为中心的营销。每年都会有几个方面，但我坚持忠诚度营销。这是为什么我问公司“你想达到什么目的”这个问题时的回答不尽相同。下面是一个示例对话框达菲，“你想达到什么目的”“嗯，我想和我的客户建立更紧密，更深入的关系。”达菲，“为什么”有一手，“因为我想建立忠诚度。”达菲，“就是这样。我们在这里争取实现就是忠诚。忠诚是企业的目标。与客户建立一比一关系，以客户为中心，其他条款都仅仅是达到目的的手段。最后，我们所寻求的是忠诚度。“。“没错。”无论哪个行业，这就是为什么我认为坚持忠诚度是最好的词来形容忠诚度营销的策略。我听到营销人员这样说，“我不需要在我的企业忠诚，我需要

44、频率。”嗯，频率通常是该类别的功能。我频繁租影片。我在杂货店频繁买东西。我买的新车很少。我经常去度假。然而，在所有这些行业的营销人员正在追逐同样的事情客户份额最大化忠诚计划的背景它开始于航空业。1978年美国国会通过了取消航空业管制法，逐步淘汰国内航空服务的政府控制，标志忠诚计划时代的开始，市场力量决定票价和服务水平（GAO报告，1996年）。航空公司竞争出现了分化点。在一般许多情况下选择的票价和服务的是平等的。1981年，美国航空公司推出常旅客计划的AADVANTAGE，开设一些忠诚层次的交流自由旅行。美国联合航空公司之后不久，其里程PLUS计划，并很快在旅游行业各公司创建或在一个或多个客户

45、忠诚度计划参加了会议。旅游行业的忠诚度方案演变。最开始只是一个非常简单的命题，与我们一起飞最终自由地飞翔，开始变得更加复杂。每家航空公司计划允许旅客赚取酒店，汽车租赁公司和信用卡公司额外英里。许多让三个不同的信用卡的选择。在美国航空DIVIDENDMILES计划，旅客可赚取一英里的VISA卡发行美国众也可能赚上通过会员奖赏美国运通卡英里，或通过悦大来俱乐部卡上。一个全新的选择创新奖代已经出现在过去的几年。每一个主要的国内航空公司提供选项以赚取餐饮，长途电话服务和鲜花英里。美国航空AADVANTAGE计划允许其成员赚取如共同基金投资和抵押贷款，以及东西英里。所有这些选项和增强功能的基本主张随着时

46、间的推移和发展，开始引人注目。免费旅行的盈利动机及可实现的想法是通过对商务旅客的眼睛来实现的。这就是为什么常旅客计划已变得如此强大，事实上已经成为航空公司产品的组成部分。事实上，它已经表示，飞行常客计划中发挥了许多后放松管制航空公司初创企业的消亡（GAO报告，1996年）的重要作用。在旅游行业采用的模式被称为货币的宣传方式。促销货币叫里程或积分是为会员赚取的花费。货币兑换的有促销价值的东西然后这种情况下免费旅行。有很多旅游业务的某些特性，特别是航空业，这使得货币的促销方式的成功高固定成本/低可变成本结构和闲置生产能力。当一架飞机起飞还有一个空座位，不再有机会出售该席位。这是一个失去的机会。如果

47、航空公司可以影响其常旅客计划运营商之间的选择，并填写一席位，否则是空的收入，几乎所有的利润。同样，如果航空公司在飞机上提供了一个座位，不取代付费的旅客，自由旅行的费用是微不足道的。商务旅客影响成千上万的开支在他们自己的个人空中旅行的美元有时成千上万。一个对经常旅行的旅客调查显示，只有28必须使用由雇主（OAG的常客杂志，1997年）指定的一个特定航空公司。因此，有72则向自己的个人空中旅行开支。因此，每个旅客有一个有能力控制一个重要的收入来源给航空公司强势地位。然而，这不是旅行，星光大道自己的钱。还有什么地方不存在这样的情况行不通的。这也是一些最有利可图的关系。商务旅行者通常有不可预知的时间表

48、和不具备灵活性和可预见性，使提前预约。因此，商务旅行者通常付全额票价，这是更为航空公司有利可图。这些特征在航空业中无处热烈，存在如此严重的其他人。货币模型的促销弥漫在旅游业相当成功。在20世纪80年代，营销开始发展多种行业忠诚度营销方案，谋求在旅游行业复制的成功。但是，通常的自然倾向是模仿已经在旅游行业发生的事情。这一做法已被证明并不适用于所有行业适当的。每一种情况，需要在一年中最好的忠诚度解决方案处方仔细考虑和分析。忠诚度营销原则忠诚度营销不仅仅是一个项目。它是一个商业策略。它是一种精神状态。当措施正确执行，制定和实施，忠诚度营销战略就和产品有密不可分的关系。以航空公司旅客计划为例。航空公司

49、飞行常客非常重要，有特殊的免费服务电话号码，有特殊的登机手续柜台，有一流的登机台，这样来帮助对品牌爱戴的旅客。一些航空公司做的更好，制定计划奖励对企业忠诚的散客（见三角洲SKYPRIVILEGES个案研究）。飞行常客计划是真正的不可或缺的产品。你如果没有看到就无法体验忠诚战略产品。以哈里斯蒂特，一个来自北卡罗来纳州夏洛特（见哈里斯蒂特国际中心案例研究）一个区域杂货连锁店为例子。一年多前这零售商有一个最好的客户战略，每一个出纳在收银台提示每一位顾客，“你有VIC卡吗”零售商的广告是仅适用于维也纳国际中心持卡人特别折扣的信息。再次，客户无法体验未曾体验过的忠诚战略。从概念上讲，忠诚战略谋求与客户建立更深层和更持久的关系。持久的关系有助于鼓励顾客做有关于产品或服务的事，而不是从品牌悄悄叛逃。航空公司对常客采取赋予自己用他们的独家拨打免费客户服务号码打电话给客户谈论与航空公司的问题。他们知道，他们频繁反馈，细心聆听航空公司旅客的心声，就可以采取行动消除任何问题或疑虑。旅行者认为航空公司的未来有自己的一份，因为他已经有万里的里程。最终，客户对品牌的感觉很好，觉得他们有发言权并自愿成为该品牌的品牌传递者（见图3忠诚层次结构）。忠诚计划并非天方夜谭。如果精心设计并认真执行，一个忠诚战略可以让部分有问题的客户不情愿的跟随。有时有问题的客户也不会不情愿的跟随，因为客户觉得自己吃亏会