1、1外文翻译原文MARKETINGSTRATEGIESTHATBUILDCUSTOMERCOMMITMENTANDLOYALTYMATERIALSOURCEJOURNALOFSTRATEGICMARKETINGAUTHORANDYCARSONTHEOBJECTIVEOFMANYMARKETINGSTRATEGIESINTHELAST10YEARSHASBEENBUILDINGTHECUSTOMERSCOMMITMENTTOABRANDORADEALERTHISHASTAKENTHREEFORMSFIRST,CREATINGCUSTOMERSATISFACTIONDELIVERINGSUPERIO
2、RQUALITYPRODUCTSANDSERVICESSECOND,BUILDINGBRANDEQUITYTHESUMOFTHEINTANGIBLEASSETSOFABRANDFACTORSTHATCONTRIBUTETOTHISARENAMEAWARENESS,PERCEIVEDQUALITY,BRANDLOYALTY,THEASSOCIATIONSCONSUMERSHAVETOWARDSTHEBRAND,TRADEMARKS,PACKAGING,ANDMARKETINGCHANNELPRESENCETHIRD,CREATINGANDMAINTAININGRELATIONSHIPSSUCCE
3、SSWITHANYOFTHESESTRATEGIESWILLRESULTINHIGHLEVELSOFREPEATPURCHASE,INSULATIONFROMPRICEINCREASESANDIMPROVEDRESPONSIVENESSTOMARKETINGCOMMUNICATIONSBYCUSTOMERSTHEREHASBEENANEVOLUTIONOFMARKETINGTHOUGHTANDACTIVITYOVERTHISLASTDECADEINITIALLY,THEQUALITYMOVEMENTPLACEDCUSTOMERSATISFACTIONASTHEULTIMATEGOALOFMAR
4、KETINGPROGRAMSHOWEVER,ASSATISFIEDCUSTOMERSWERESHOWNTODEFECTTOOTHERBRANDSORPROVIDERSATRELATIVELYHIGHRATES,STRATEGISTSLOOKEDTOCREATINGAGREATERCOMMITMENTWITHTHECUSTOMERTWOWAYSTOACHIEVETHISWERETOBUILDBRANDEQUITYANDTOBUILDRELATIONSHIPSBRANDEQUITYUSEDMASSMEDIAADVERTISING,CORPORATECITIZENSHIPANDPUBLICEVENT
5、SSPONSORSHIPTOBUILDABRANDIMAGERELATIONSHIPMARKETINGSOUGHTTOBUILDINTERDEPENDENCEBETWEENPARTNERSANDRELIEDONONETOONECOMMUNICATIONS,HISTORICALLYDELIVEREDTHROUGHTHESALESFORCEWITHTHEGROWTHOFMARKETINGDATABASESANDTHEINTERNET,THEABILITYTOREACHCUSTOMERSINDIVIDUALLYBECAMEAVIABLESTRATEGYFORAWIDERANGEOFFIRMSINCL
6、UDINGCONSUMERPRODUCTSCOMPANIESTHEGROWTHINRELATIONSHIPMARKETINGWASFUELEDBYTHEWRITINGSOFMANAGEMENTCONSULTANTSTAKINGINSPIRATIONFROMMASSCUSTOMIZATIONMANUFACTURINGTECHNOLOGIESANDAPPLYINGTHEMTOMARKETINGCOMMUNICATIONS,2PEPPERSANDROGERSENCOURAGEDAONETOONEFOCUSON“SHAREOFCUSTOMER”RATHERTHANTHEMASSMARKETERS“SH
7、AREOFMARKET”THISWASBASEDONTHEMARKETERSABILITYTOCOMMUNICATEAUNIQUEMESSAGETOTHECUSTOMERSBASEDONTHECOMPANYSKNOWLEDGEOFTHEIRINTERESTSTHEYCLAIMEDTHATTHISONETOONEINTERACTIONWITHCUSTOMERSWOULDLEADTOIMPROVEDLIFETIMEVALUEFREDERICKFURTHERDEVELOPEDTHEIMPORTANCEOFBUILDINGCUSTOMERCOMMITMENTINHIS1996BOOKTHELOYALT
8、YEFFECTHEFOCUSEDONTHECOSTOFCUSTOMERDEFECTIONANDSETTHESTAGEFORTHEPROBLEMBYCLAIMING“MANYMAJORCORPORATIONSNOWLOSEANDHAVETOREPLACEHALFTHEIRCUSTOMERSINFIVEYEARSUSINGEXAMPLESFROMFINANCIALSERVICECOMPANIES,ADVERTISINGAGENCIES,ANDMANUFACTURINGFIRMS,EVENSMALLIMPROVEMENTSINCUSTOMERRETENTIONCANASMUCHASDOUBLECOM
9、PANYPROFITSTHISISBECAUSEITCOSTSLESSTOSERVELONGTERMCUSTOMERSLOYALCUSTOMERSWILLPAYAPRICEPREMIUMLOYALCUSTOMERSWILLGENERATEWORDOFMOUTHREFERRALSTOOTHERPROSPECTIVECUSTOMERSHOWEVER,GIVENTHEFAILUREOFMANYINFORMATIONTECHNOLOGYINVESTMENTSTOACHIEVETHEEXPECTEDBENEFITS,CONCERNSABOUTRELATIONSHIPMARKETINGSTRATEGYAR
10、EEMERGINGTHESECTIONTHATFOLLOWSADDRESSESTHEQUESTIONSOFWHETHERLOYALCUSTOMERSAREMOREPROFITABLEANDUNDERWHATCONDITIONSALOYALTYSTRATEGYISAPPROPRIATERECENTRESEARCHHASEMPIRICALLYINVESTIGATEDTHEPREMISETHATLOYALCUSTOMERSAREACTUALLYMOREPROFITABLEREINARTZANDKUMARTESTEDTHECLAIMSTHATLOYALCUSTOMERSWERELESSCOSTLYTO
11、SERVE,WEREUSUALLYWILLINGTOPAYMOREFORBRANDCHOICESTHANNONLOYALCUSTOMERS,ANDACTEDASWORDOFMOUTHMARKETERSFORTHECOMPANYINTHEIRFIVEYEARSTUDYOFTHECOSTSOFDOINGBUSINESSWITHKEYCUSTOMERS,THEYMEASUREDDIRECTPRODUCTCOSTS,ADVERTISINGANDSALESFORCEEXPENSES,ANDSERVICEANDORGANIZATIONALEXPENSESINSERVINGANNUALCOHORTSOFCU
12、STOMERSINFOURBUSINESSESHOWEVER,WHENREINARTZANDKUMARREDEFINEDLOYALTY,THEIRRESULTSSUPPORTEDTHELOYALTYEFFECTTHEIRORIGINALDEFINITIONSPECIFIEDONLYTHEBEHAVIORALDIMENSIONOFLOYALTYTHATIS,REPEATPURCHASEWITHINASPECIFIEDTIMEFRAMEHOWEVER,WHENTHEYINCLUDEDCUSTOMERATTITUDESSUCHASWHETHERTHEYFELTLOYALTOTHECOMPANY,WH
13、ETHERTHEYWERESATISFIEDANDWHETHERTHEYHADANINTERESTINSWITCHINGBRANDSORSERVICEPROVIDERS,THELOYALTYEFFECTEMERGEDTHEYCALLEDTHIS“THOUGHTANDDEEDLOYALTY”FOREXAMPLE,GROCERYCUSTOMERSWHOHADSTRONGTHOUGHTANDDEEDLOYALTYWERE120PERCENTMORE3PROFITABLETHANTHOSETHATWEREREPEATPURCHASERSINTHECORPORATESERVICESCOMPANY,THO
14、UGHTANDDEEDCUSTOMERSWERE50PERCENTMOREPROFITABLETHANCUSTOMERSDEFINEDBYJUSTBYPURCHASEFREQUENCYORRECENCYINCONCLUSION,THERESULTSCONFIRMTHATCREATINGCUSTOMERCOMMITMENTCANBEEFFECTIVEINACHIEVINGBUSINESSGOALSMOREOVER,CONSUMERCOMMITMENTCANNOTBEDEFINEDBYREPURCHASEBEHAVIORALONERATHER,THECONSUMERSATTITUDETOWARDT
15、HEBRANDORFIRMMUSTBEKNOWNINORDERTOUNDERSTANDCONSUMERREPURCHASEBEHAVIORTHISLEADSTOTHESECONDCONCERNTHATHASBEENRAISEDINIMPLEMENTINGLOYALTYSTRATEGIESWHATARETHEDIFFERENTTYPESOFLOYALTYANDINWHATSITUATIONSARETHEYLIKELYTOOCCURKNOWINGTHEBUYINGMOTIVATIONSOFCUSTOMERSHASBEENANIMPORTANTPARTOFUNDERSTANDINGCUSTOMERL
16、OYALTYANDBRANDSWITCHINGBEHAVIORBRANDLOYALTYHASTHREECOMPONENTSCOMMITMENT,PREFERENCEANDREPEATPURCHASEONREACHINGTHEACTIONPHASE,THECUSTOMERPOSSESSESADEEPCOMMITMENTTOREPURCHASEBUTALSOISACTIVEINBLOCKINGTHEINFLUENCEOFALTERNATIVEBRANDSOLIVERCLAIMSTHATLOYALTYWILLBECREATEDWHENCONSUMERSINTENTIONALLYIMMERSETHEM
17、SELVESINASOCIALSYSTEMTHATREWARDSBRANDPATRONAGEEXAMPLESINCLUDEFANCLUBS,ALUMNIASSOCIATIONS,ANDLIFESTYLEPRODUCTSSUCHASHARLEYDAVIDSONMOTORCYCLESACHIEVINGCONSUMERLOYALTYVIAIMMERSEDSELFIDENTITY,THOUGH,MAYPROVETOBETHERARESTFORMOFLOYALTYOLIVERCONCLUDESTHAT,FORMANYCONSUMERPRODUCTCATEGORIES,ACHIEVINGTHISEMOTI
18、ONALCOMMITMENTBYCUSTOMERUNATTAINABLETHERESHOULDBEDIFFERENTLOYALTYSTRATEGIESFORDIFFERENTINDUSTRIESEMPIRICALWORKTODEMONSTRATETHISWASPRESENTEDBYTWORESEARCHERS,STEPHANIECOYLESANDTIMGOKEYUSINGDATAFROMATWOYEARSTUDYON1200HOUSEHOLDSREGARDINGTHEPURCHASEOF16TYPESOFPRODUCTSANDSERVICESTHEYCONCLUDEDTHATREPURCHAS
19、EBEHAVIORISDETERMINEDBYANUMBEROFFACTORSTHATAREUNIQUETODIFFERENTINDUSTRIESONELOYALTYSTRATEGYSHOULDNOTFITALLSITUATIONSINCONCLUSION,THELOYALTYMARKETINGSTRATEGYRECOMMENDEDSHOULDVARYBYINDUSTRYRESEARCHFROMBOTHACADEMICANDCONSULTINGWORLDSCONCLUDETHAT“EMOTIONALLOYALTY,”THEPINNACLEOFLOYALTYWHERETHECUSTOMERRES
20、ISTSTHEINFLUENCEOFOTHERBRANDOFFERS,ISNOTAREALISTICGOALFORMANYMARKETERSMOREOVER,ACHIEVINGATTRIBUTESUPERIORITYREQUIREDFORADELIBERATIVELOYALTYSTRATEGYISDIFFICULTTOPURSUEFORPRODUCTCATEGORIESWHERETHEREISLITTLEDIFFERENTIATIONAMONGBRANDS4WHERETHEREISLITTLEDIFFERENTIATIONAMONGBRANDATTRIBUTES,CREATINGANENVIR
21、ONMENTWITHHIGHSWITCHINGCOSTSTOCREATEINERTIALLOYALTYMAYBETHEONLYVIABLESTRATEGYTOCREATECUSTOMERCOMMITMENTINERTIALLOYALTYPLAYSAMAJORROLEINRELATIONSHIPMARKETINGSTRATEGYTHECURRENTCONCEPTUALIZATIONOFRELATIONSHIPMARKETINGMIGRATEDFROMORGANIZATIONALBEHAVIORANDINDUSTRIALMARKETINGWHEREINTERDEPENDENCEBETWEENFIR
22、MSHASBEENTHEFOUNDATIONOFSUCCESSFULBUSINESSTOBUSINESSALLIANCESMORGANANDHUNTDEFINERELATIONSHIPMARKETINGASALLMARKETINGACTIVITIESDIRECTEDTOWARDSESTABLISHING,DEVELOPING,ANDMAINTAININGSUCCESSFULRELATIONALEXCHANGESINTHEIRDEFINITIONSOFTHESEKEYCONSTRUCTS,MORGANANDHUNTDRAWFROMSOCIALANDCLINICALPSYCHOLOGY,NAMEL
23、Y,SOCIALEXCHANGETHEORY,ANDTHEMARRIAGELITERATUREINTHEIRMODEL,COMMITMENTANDTRUSTARETHEKEYMEDIATINGVARIABLESBECAUSETHEYENCOURAGEEXCHANGEPARTNERSTOPRESERVERELATIONSHIPINVESTMENTS,RESISTATTRACTIVESHORTTERMALTERNATIVES,ANDMAINTAINTHEBELIEFTHATPARTNERSWILLNOTACTOPPORTUNISTICALLYRELATIONSHIPSTHATFIRMSHAVEWI
24、THTHEIRSUPPLIERS,STRATEGICPARTNERS,EMPLOYEES,ANDAMONGFUNCTIONALUNITSWITHINAFIRMONLYTWORELATIONSHIPSDESCRIBEDBYMORGANANDHUNTINVOLVECUSTOMERSORCLIENTSTHERELATIONSHIPBETWEENSERVICEPROVIDERSSUCHASADVERTISINGAGENCIESANDTHEIRCLIENTSANDTHELONGTERMRELATIONSHIPSBETWEENSERVICEFIRMSANDTHEIRULTIMATECUSTOMERSBOT
25、HOFTHESEASSUMEACERTAINLEVELOFINTERDEPENDENCEANDHISTORYOFINTERACTIONISRELATIONSHIPMARKETINGONLYVIABLEWITHINTHESECONTEXTS外文文献译文标题建立客户承诺和忠诚的营销策略资料来源战略营销期刊2009年5月作者安迪卡瑞桑在过去的十年中,市场营销策略的制定是为了以一种品牌的概念来建立客户的承诺。这包括三个部分首先，传递高质量的产品和服务创造顾客满意。其次，打造品牌效益，集合品牌无形资产。起作用的因素主要有这些名称的知名度、品牌认知、品牌忠诚、销售渠道的存在。最后，创造和维护顾客关系。这些
26、策略的成功将会导致高水平的重复购置和改进顾客沟通,为了得到消费者的好评。在这最近十年里，有一个进化的营销思想和活动。最初,产品质量被放在顾客满意为终极目标的营销计划中。然而,随着满意的客户被证明是缺陷5的，给其他品牌或服务提供商在相对较高的条件下,从战略上看，创造了一个更大的承诺与客户。两种方法来实现这一被建立品牌资产和建立关系的过程。品牌资产使用大众传媒、广告、赞助企业公民的公共事件建立品牌形象。想要营造相互依赖关系的营销伙伴之间一对一的交流和依靠,是交付给销售队伍的历史任务。不断增加的营销数据库和因特网的能力,达到客户单独成为一个可行的策略适用于广泛的公司包括消费产品公司。从大规模定制中获
27、得灵感的制造技术和应用到行销沟通和一对一的把注意力集中在客户的分享,而不是一致的市场份额。这是基于有一手的沟通能力而且有独特信息的客户公司，立足于认识他们的兴趣。他们声称,这与顾客一对一的互动将会产生改善生活的时间价值。弗雷德里克在其1996年出版的忠诚的效果进一步发展了客户承诺的重要性。他专注于客户的成本的问题。利用通过金融服务公司、广告公司、生产企业。即使小的改进在顾客保留中也可以高达2倍的利润。这是因为1它花费更少来服务长期客户。2忠实的客户都将付出更多的价值。3忠诚的顾客将会产生口碑来推荐到其他潜在的顾客。然而,给失败的许多信息技术投资并达到预期的效益,所关注的是关系营销策略正在浮出水
28、面。本部分的问题如下是否忠诚的顾客更有利可图以及在何种条件下一个忠诚的策略是合适的。最近的研究已进行了实证调查的前提下,忠诚的顾客实际上更有利可图。关于测试和卡玛断言是花费更少的忠实客户服务,通常都愿意付更多的钱,比不忠罪客户品牌选择,并担任口碑行销公司。在5年的研究的基础上做生意的成本与重要客户,他们测量直接产品成本、广告和销售队伍的支出,并用于服务和组织的费用。一片文献的回顾已经突出了多组织计划和管理营销的重要性WITTANDMOUTINHO,1994中越来越多的管理者发现来自那些想游览一个地方，并在那体验不一般的感觉的那批人的潜在的交易机会，当然旅游地需要被推荐和出售为一个多元和全面的提
29、供商。传统意义上说，营销的相互作用和联合发生在处于同一产业的各种组织包括供应商，分销商，中间商，竞争对手和贸易伙伴。也包括跨部分组织，政府的和志愿的组织。例如，在全国性的，地区性的和当地的层面上，组织经常充当广告出版的连接环节和公共关系的组织。即使联合的动机基本都是处于对自身利益的保护和提升，成功的联合会带来联合目标以及在各组织间的市场营销的行为会被用来做其他的用途例如可持续地管理。这些参与是发展和实现可持续目标很有用的基础，因为很多单个的旅游组织太小了以至于不能实现有意义的结果。在计划和提供可持续旅游服务和产品的名单中，管理的相互作用和联合需要价值链上的所有组织的配合。他6们是否有兴趣在切换
30、品牌或服务提供商,忠诚效果出现了。他们把这种思想和行为忠诚。总之,结果进行界定,创造顾客的承诺室可以有效实现商业目标。此外,消费者的承诺不能被定义为回购行为。更确切的说,消费者的态度,对品牌或公司必须知道和了解消费者回购行为。这导致的第二个问题,提出了实施忠诚的策略什么是不同类型的忠诚以及在什么情况下他们是可能发生的。什么是忠诚和它什么时候发生的了解客户的购买动机的一部分已经成为了一种重要的理解客户的忠诚度与品牌转换行为。品牌忠诚度有三个组成部分承诺、偏好、重复购买。一到达这个行动阶段,客户具有高度承诺回购还活跃在元代的阻断影响其他的品牌。奥利弗声称,当消费者忠诚度故意将会产生一种社会制度来达到品牌价值。例子影迷俱乐部、校友会、生活产品,如哈雷戴维森摩托车。通过这个来实现消费者忠诚度沉浸认同,尽管可能是最稀有的形式的忠诚。奥利佛认为,对于许多消费品种类,要实现这一情感的承诺客户高不可攀。应该有不同的忠诚的策略不同行业。实证研究来证明这是由两名研究人员提出,斯蒂芬妮和蒂姆。使用的数据来自一项为期两年的研究在1200户有关制成品的16岁的各类产品和提供的服务。总之,营销战略建议应随产业而改变。从内部学术研究和咨询世界的情感忠诚,得出这样的结论“顾客忠诚的影响其他品牌,而不仅仅是一个现实的目标,对于许多商家来说。此外,实现属性优势所需的策略是协商忠诚疑难的必经之路。”7
