1、本科毕业论文（设计）外文翻译原文CUSTOMERLOCKINMARKETINGSTRATEGYANALYSISINMARKETSUBSECTIONABSTRACTINCONTEMPORARYMARKETINGTHEORY,MORECAREISBEINGGIVENTOTHERELATIONMARKETING,ANDTRADITIONALLYMARKETINGSTRATEGYBASEDON4PSPRODUCT,PROMOTION,PRICE,PLACEISNEGLECTEDANDIGNOREDTHEPAPERTHINKSTHEDEFLECTIONISNOTRIGHT,ANDTHETRADITION
2、ALMARKETINGTHEORYCONTAINSSOMEFACTORSANDCOMPONENTSOFCONTEMPORARYCUSTOMERLOCKINMARKETINGTHEORY,THUSTRADITIONALMARKETINGTHEORYBASEDONMARKETINGSUBSECTIONISSTILLIMPORTANTTHISPAPERHASANALYZEDTHEFUNCTIONOFTRADITIONALMARKETINGSTRATEGYINCONTEMPORARYANDTHEESSENCEASWELL,ANDPROBEDTHETACTICOFHOWTOUTILIZETHEMARKE
3、TINGSUBSECTIONTOMEETTHENEEDCUSTOMERLOCKINSTRATEGYKEYWORDSMARKETINGSUBSECTION,CUSTOMERLOCKIN,STRATEGY1INTRODUCTIONTHETHEORETICALCIRCLEANDPRACTICALWORKSCARESMOREABOUTHOWTOBUILDCUSTOMERLOYALTYANDLOCKCUSTOMERSINSPECIFICPRODUCTSANDSERVICESDURINGMARKETINGTRADITIONALMARKETINGTHEORYTRANSACTIONMARKETINGANDMO
4、DERNMARKETINGTHEORYRELATIONSHIPMARKETINGPROVIDEDIFFERENTSTRATEGIESTOSOLVETHISPROBLEMTRADITIONALMARKETINGTHEORYATTACHESIMPORTANCETOTRANSACTIONBEHAVIORBETWEENCUSTOMERSANDPRODUCERS,ADOPTS4PSMODELWITHCOMPREHENSIVEAPPLICATIONOFPRODUCT,PRICE,PLACEANDPROMOTION,ANDCARRIESOUTMARKETSUBSECTIONFORCUSTOMERGROUPS
5、SOASTOATTRACTCUSTOMERSTOENJOYACERTAINPRODUCTORSERVICEINTHEMARKETINGMODE,SINCEPRODUCERSACTIVELYOFFER,“CUSTOMERS,ATTENTIONPLEASE”,THEPREEMPTIVEMARKETINGMEASUREATTRACTSCUSTOMERSTOACHIEVETRANSACTIONOFPRODUCTORSERVICEHOWEVER,INAMOREANDMORESUFFICIENTLYCOMPETITIVEMARKET,OTHERPRODUCERSORMANUFACTURERSCANALSO
6、USETHISMEASURESOTHATITSUNIQUENESSGRADUALLYDISAPPEARSSINCECUSTOMERSCANNOTBECONSISTENTLYATTRACTEDTOSPECIFICPRODUCTSANDSERVICES,THEMARKETSUBSECTIONSTRATEGYBASEDONMARKETINGMODEHASBEENGRADUALLYREPLACEDMODERNMARKETINGUSESVARIOUSRELATIONSHIPMARKETINGMODESSUCHASRELEVANT,REACTION,RETURNANDRELATIONTOATTAINTHE
7、MARKETINGGOALTHEMARKETINGMODESTRESSESCUSTOMERLOCKIN,USESCONTRACT,TRAINING,STUDY,DATAEXCHANGE,INCREASEOFSEARCHINGCOSTANDLOYALTYCOST,ETCTOLOCKCUSTOMERSINSPECIFICPRODUCTSORSERVICED,ANDINCREASESCOSTOFCUSTOMERSTOTRANSFERTOOTHERLINESANDITBELIEVESTHATMARKETSUBSECTIONASAUNIVERSALMARKETINGMETHODCANBEADOPTEDA
8、NDREFERREDBYOTHERPRODUCERSSOTHATMARKETSUBSECTIONCANNOTHELPENTERPRISESTOESTABLISHTHEIROWNUNIQUEENTERPRISECORECOMPETITIVENESSANDTHUSWILLBENEGLECTEDANDOMITTEDTHEPOSITIONALCHANGEOFMARKETSUBSECTIONSTRATEGYFROMTRADITIONALMARKETINGTHEORYTOMODERNMARKETINGTHEORYDESERVESCONSIDERATIONTHERESEARCHBELIEVESTHATTHE
9、POSITIONALCHANGEMAINLYLIESINTHEFOLLOWINGASPECTS1CHANGEOFENVIRONMENTALONGWITHTHEDEVELOPMENT,GREATCHANGESHAVETAKENPLACEINMARKETENVIRONMENTSINBOTHCHINAANDTHEWORLDMARKETSOFMAINCOUNTRIESHAVETURNEDFROMSELLERSMARKETTOBUYERSMARKETAFTERBASICDEMANDSOFCUSTOMERSARESATISFIED,THEYSETHIGHERREQUIREMENTSFORPRODUCTSO
10、RSERVICESINPREVIOUSSELLERSMARKET,BECAUSEOFFEWERSELLERSANDMANYDEMANDERS,PRODUCERSCANACHIEVETRANSACTIONBEHAVIORSOFPRODUCTSORSERVICESBYSIMPLEMARKETSUBSECTIONWITHMEASURESOFPRICE,PLACE,PROMOTIONANDPRODUCTHOWEVER,INBUYERSMARKET,DUETOMANYSELLERSANDHIGHSIMILARITYOFSELLERSPRODUCTS,CUSTOMERSCANCOMPREHENSIVELY
11、COMPARE,MOVEBETWEENDIFFERENTSELLERS,ANDOBVIOUSLYLOSETHEIRLOYALTYTOPRODUCTSTHEREFORE,SIMPLEMARKETSUBSECTIONCANHARDLYHELPTRANSACTIONSOCCURESTABLISHMENTOFPUBLICRELATIONSCANTRAINCUSTOMERSDEPENDENCEONPRODUCTSANDLOCKCUSTOMERSINSPECIFICPRODUCTSANDSERVICES2PROGRESSOFTECHNOLOGYTHEINFORMATIONTECHNOLOGYREVOLUT
12、IONINTHE1990SRESULTSINDECREASEDLIFECIRCLESOFENTERPRISEPRODUCTSANDACCELERATEDTECHNOLOGICALINNOVATIONSDUETOTHEDEVELOPMENTDIRECTIONOFINFORMATION,INTELLIGENCE,AGILITY,FLEXIBILITY,INTEGRATIONANDGREENFORTRADITIONALPRODUCTIONTECHNOLOGY,COMPETITIVEEDGEONLYFROMPRODUCTINNOVATIONBYANYSINGLEENTERPRISEISTEMPORAR
13、YANDOTHERENTERPRISESCANDEVELOPSIMILARPRODUCTSINASHORTTIMEHENCE,THEPREVIOUSAPPROACHOFSIMPLEMARKETSUBSECTIONTOSEPARATEANDIDENTIFYPRODUCTSISALREADYOUTDATED,ANDTECHNOLOGICALFACTORSHAVEREMOVEDPREVIOUSLYSTRICTDIFFERENCESBETWEENPRODUCTSDIFFERENCESINPRODUCTSHAVERELATIVELYDIESOUT,SOMARKETSUBSECTIONISMOREDIFF
14、ICULTTHOUGHMARKETSUBSECTIONSTRATEGYASACRUCIALSUPPORTFORTRADITIONALMARKETINGHASLOSESITSIMPORTANCEINMODERNMARKETINGTOSOMEEXTENT,THERESEARCHBELIEVESTHATMARKETSUBSECTIONSTRATEGYSTILLINCLUDESSOMEFACTORSANDCOMPONENTSOFMODERNMARKETINGCUSTOMERLOCKINTHEORYEVENINMODERNRELATIONSHIPMARKETINGTHEREFORE,MARKETSUBS
15、ECTIONTHEORYISSTILLCRITICALINMODERNMARKETINGANDCANEFFECTIVELYHELPTHECONVERSIONOFMARKETINGTHEORYANDPRACTICEFROM“CONSUMERS,ATTENTIONPLEASE”TO“PLEASEPAYATTENTION,CUSTOMERS”THERESEARCHEXPLAINSNECESSITYANDFEASIBILITYOFMARKETSUBSECTIONTHEORYINMODERNMARKETINGANDDISCUSSESHOWMARKETSUBSECTIONSTRATEGYADAPTSTOC
16、USTOMERLOCKIN2ESSENCEOFCUSTOMERLOCKINTHECOREOFMODERNMARKETINGTHOUGHTISTOLOCKCUSTOMERSINSPECIFICPRODUCTSANDSERVICESTHROUGHALLKINDSOFRELATIONSHIPMARKETINGTHEPROCESSISREALIZEDBYADDEDSEARCHINGCOSTANDTRANSFERCOSTFORCUSTOMERSTOCHOOSEPRODUCTSTHEREARETWOPREMISESFORTHEFORMATIONOFSEARCHINGCOSTANDTRANSFERCOSTO
17、FCUSTOMERSTHEFIRSTPREMISEISRELATIVEFINITENESSOFINFORMATIONTHOUGHTHERAPIDDEVELOPMENTOFINTERNETTECHNOLOGYINTHECURRENTWORLDGREATLYREDUCESTHEDIFFICULTYOFINFORMATIONACQUISITION,THEINFORMATIONACQUIREDBYPEOPLEISSTILLRELATIVEDUETOALARGEAMOUNTOFANDALLKINDSOFINFORMATIONTHEREFORE,INFORMATIONFINITENESSTHEORYISS
18、TILLVALIDINREALITYTHESECONDPREMISEISIMPERFECTCOMPETITIONOFMARKETINIDEALECONOMICMODELS,MARKETISAPERFECTCOMPETITIONMARKETWITHOUTDIFFERENCEHOWEVER,INREALITY,ACTUALMARKETISNOTSOSIMPLETHEREARESTILLIDENTIFIABLEDIFFERENCESBETWEENDIFFERENTPRODUCTMARKETSTHETWOFACTORSRESULTINSEARCHINGCOSTANDTRANSFERCOSTOFCUST
19、OMERS,ASWELLASCUSTOMERLOCKINMECHANISMOFSEARCHINGCOSTANDTRANSFERCOST21CUSTOMERLOCKINPROCESSOFSEARCHINGCOSTSEARCHINGCOSTINFLUENCESCUSTOMERSCONSUMPTIONBEHAVIORINTWOASPECTSONTHEONEHAND,SEARCHINGCOSTISCUMULATIVESOTHATCUSTOMERSWILLNOTSEARCHENDLESSLYBEFOREDECIDINGTOBUYCOMMODITIES,CONSUMERSWILLUSUALLYSEARCH
20、RELEVANTPRODUCTINFORMATION,ASWELLASCOMPAREANDEVALUATECOMMODITIESAFTERSEARCHINGINFORMATIONITTAKESSOMETIMEANDMONEYTOSEARCHANDEVALUATETHEMORESEARCHTIMESANDTHEFASTERFREQUENCIES,THEHIGHERTHECUMULATIVECOSTWILLRISEEACHADDITIONALSEARCHMEANSANACCUMULATIONOFSEARCHINGCOST,USUALLYWITHOUTDEFINITEGAINSSO,CONSUMER
21、STENDTOENDSEARCHBEFORESEARCHINGALLPRODUCTINFORMATIONONTHEOTHERHAND,ONTHEBASISOFSEARCHINGCOSTACCUMULATION,CONSUMERSTENDTOSAVESEARCHINGCOSTANDACHIEVETHETENDENCYBYHABITUALBUYINGBEHAVIORTHEHABITUALBUYINGBEHAVIORISTHECUSTOMERLOCKINBEHAVIORTHOUGHTHEREARESOMEEXCELLENTCHOICESINREALITY,CONSUMERSWILLNEGLECTTH
22、EINFORMATIONCONFLICTINGWITHTHEIRKNOWNINFORMATIONTHEYTHINKWHATTHEYKNOWISTHEFACT,WHICHISPERHAPSINCORRECTBUTISENOUGHFORTHEMTOTAKEACTION22CUSTOMERLOCKINPROCESSOFTRANSFERCOSTTRANSFERCOSTISTHECOSTEXPRESSEDINTHEPROCESSTHATCONSUMERSTRANSFERREDFROMCONSUMPTIONOFONECOMMODITYTOCONSUMPTIONOFANOTHERCOMMODITYWITHS
23、IMILARFUNCTIONSPRODUCEDBYOTHERMANUFACTURERSTHECOSTISVIRTUALLYTHELOSSOFSPECIFICASSETSSPECIFICASSETSLIEINTWOASPECTSONEISEXPERIENCE,SKILLANDEFFICIENCYFORMEDBYLEARNINGCURVEAFTERACONSUMERCANSKILLFULLYOPERATEONEPRODUCT,THEEXPERIENCE,SKILLANDPROFICIENCYHAVEBEENCONVERTEDTOTHECONSUMERSOWNSPECIFICASSETS,ANDHE
24、REALLYMASTERSITWHENEVERCONSIDERINGCONSUMPTIONOFOTHERPRODUCTS,THECONSUMERWILLTHINKOFASSETSLOSSANDHEISTHUSLOCKEDINASPECIFICCONSUMPTIONFIELDTHEOTHERISTHESPECIFICASSETARISINGFROMCOMMODITYEXTERNALITY,ANDTHESPECIFICITYRESULTSFROMTECHNICALSTANDARDSFORCOMMODITIESWHENMOSTOFCONSUMERSUSEWORD,LESSPEOPLELIKETOUS
25、EWPSBECAUSEOFDIFFICULTFILEEXCHANGEBETWEENUSERSASMOREANDMORECONSUMERSBUYACERTAINPRODUCT,THEEXTERNALITYISEXPRESSEDMORESTRONGLYWITHEVIDENTLOCKINEFFECTS3ACTIONOFMARKETSUBSECTIONONCUSTOMERLOCKINWENDELLRSMITH,AMERICANMARKETINGEXPERT,RAISEDTHECONCEPTOFMARKETSUBSECTIONINTHEMIDDLEOF1950SMARKETSUBSECTIONISTHE
26、COURSEOFDIVIDINGTHEWHOLEMARKETINTOSEVERALDIFFERENTCONSUMERGROUPSWITHSYSTEMICMETHODSANDTHENCHOOSINGRIGHTSUBMARKETASTHETARGETMARKETOFENTERPRISESERVICEACCORDINGTOCONSUMERSDIFFERENCESONMARKETDEMAND,PURCHASINGMOTIVATION,PURCHASINGBEHAVIORANDPURCHASINGCAPABILITYWHICHISTOSAY,MARKETSUBSECTIONISTHECOURSEOFDI
27、VIDINGTHEMACROMARKETINTOSEVERALSUBMARKETSWITHSHAREDCHARACTERSACCORDINGTOCONSUMERSDESIREANDDEMANDMACROMARKETISUSUALLYTOOLARGETOBESERVEDBYENTERPRISESDURINGTHISCOURSE,MARKETSUBSECTIONHASFUNCTIONSOFREDUCINGSEARCHINGCOSTANDINCREASINGTRANSFERCOST1MARKETSUBSECTIONHASFUNCTIONOFREDUCINGSEARCHINGCOSTCONSUMERD
28、ECISIONMAKINGBEHAVIORISTHECOURSEOFSEARCHING,COMPARINGANDCHOOSINGTOPRODUCTANDSERVICETHISCOURSEISTHEACTIVEBEHAVIOROFCONSUMER,WHONEEDSTOCHOOSETHEREQUIREDPRODUCTAFTERCOMPARINGNUMEROUSANDVARIOUSCOMMODITIESINTHEWHOLEMARKETCUMULATIVESEARCHINGCOSTISQUITEHIGHAFTERPROCESSINGMARKETSUBSECTION,ENTERPRISESWOULDCU
29、STOMIZERIGHTANDREQUIREDPRODUCTSFORSPECIFICCONSUMERSANDPROVIDEWITHRELEVANTPRODUCTINFORMATIONTHEREFORE,ITISNOTNECESSARYFORCONSUMERSTOSEARCHFORPRODUCTSINTHEWHOLEMARKETTIMEANDFREQUENCYOFSEARCHINGFORPRODUCTSWOULDREDUCE,ANDSEARCHINGCOSTWOULDDECREASEACCORDINGLY2MARKETSUBSECTIONHASFUNCTIONOFINCREASINGTRANSF
30、ERCOSTDURINGTHECOURSEOFCHOOSINGCOMMODITIESDUETOTHESTRICTUSEOFMARKETSUBSECTIONSTRATEGY,PRODUCTSANDCONSUMERSUBGROUPSARESEPARATEDSTRICTLY,ANDDIFFERENCESBETWEENPRODUCTSINCREASERELATIVELYWHENCUSTOMERSDEMANDMOVESONTOOTHERCOMMODITYWITHRELATIVEDIFFERENCEAFTERCHOOSINGSOMECOMMODITY,HEMUSTTAKETHELOSSOFSPECIFIC
31、INVESTMENTINTOACCOUNTIFTHELOSSOFSPECIFICINVESTMENTWEREGREATENOUGH,CONSUMERWOULDPREFERTOSTAYATEXISTINGSPECIFICMARKETTOENJOYORIGINALPRODUCTSTHEREFORE,DIFFERENCEBETWEENSUBMARKETSCAUSEDBYMARKETSUBSECTIONINCREASESTHETRANSFERCOSTAFTERCHOOSINGCOMMODITY,WHICHISUSEFULTOLOCKINGCUSTOMERSINTOSPECIFICCONSUMERFIE
32、LDSTOSUMUP,THISSTUDYTHINKSTHATMARKETSUBSECTIONCONTAINSSOMEFACTORSANDFORMINGELEMENTSINCUSTOMERLOCKINSYSTEM,SOMARKETSUBSECTIONSTRATEGYISSTILLUSEFULINMODERNMARKETINGSYSTEM,THEUSEOFWHICHMAYACHIEVETHEMARKETINGGOALOFCUSTOMERLOCKIN4CUSTOMERLOCKINMARKETINGSTRATEGYANALYSISBASEDONMARKETSUBSECTIONALTHOUGHMARKE
33、TSUBSECTIONCONTAINSSOMEFACTORSOFCUSTOMERLOCKINSYSTEM,INPRACTICE,ONLYTHECOMPREHENSIVEUSEOFITMAYACHIEVEWELLEFFECTTHEGOALOFMARKETSUBSECTIONISTOINCREASEPRODUCTDIFFERENCE,ANDTHISDIFFERENCEINFORMATIONBELONGSTOPRODUCERTHUS,TOPROVIDETHISKINDOFINFORMATIONTORIGHTCONSUMERSISTHEKEYOFCUSTOMERLOCKINMARKETINGSTRAT
34、EGYANALYSISBASEDONMARKETSUBSECTIONTHESESTRATEGIESINCLUDE1TARGETADVERTISINGSTRATEGYTARGETADVERTISINGISTOESTIMATECUSTOMERSPREFERENCETHROUGHCOLLECTINGCUSTOMERSPURCHASINGINFORMATION,TOSUPPLYPOINTEDLYRELEVANTPRODUCTINFORMATIONANDDRAWTHEIRATTENTIONTOREDUCEINFORMATIONSEARCHINGCOSTWHILECHOOSINGCOMMODITY,TOH
35、OLDCUSTOMERSPREFERENCEINTIMEACCORDINGTOTHEIRDEMANDS,ANDTOPROVIDEINDIVIDUALIZEDSERVICEINPARTICULAR,WITHTHEDEVELOPMENTOFINTERNET,WHENCUSTOMERCHOOSESSPECIFICSERVICE,HISBASICCHARACTERS,INCLUDINGAGE,WORKANDHOBBY,MAYBEGAINEDWITHTECHNICALMETHODSATTHEPRECONDITIONOFPROTECTINGPERSONALPRIVACYTHENCUSTOMERSBASIC
36、DEMANDSMAYBEESTIMATED,ANDPRODUCERSMAYMAKEPOINTEDLYPRODUCTINFORMATIONTODRAWTHEIRATTENTIONANDAROSEPURCHASINGINTEREST2INTENSIFYINGPRODUCTDIFFERENCEPRODUCTIONDIFFERENTIATIONISONEIMPORTANTMETHODTOATTRACTCUSTOMERSCONSUMERSSIGHTMAYFOCUSONFEWENTERPRISESTHROUGHSPREADINGDIFFERENTIATEDINFORMATIONWITHINCOMPLETE
37、INFORMATION,CONSUMERSUSUALLYJUDGEPRODUCTQUALITYACCORDINGTOMANUFACTURERSREPUTATIONINTHEMARKETANDMANUFACTURERSHISTORYBESIDES,WHENDIFFERENTIATEDINFORMATIONISINTENSIFIEDINCUSTOMERSMIND,PRODUCTHABITANDPRODUCTPOSITIONINGWOULDFORMACCORDINGLY,ANDITWOULDBEHARDERFORCUSTOMERSTOTURNTOOTHERPRODUCTSANDSERVICE,SOT
38、RANSFERCOSTWOULDINCREASE3BRANDSTRATEGYBRANDSTRATEGYISASYSTEMICCONCEPTOFENTERPRISESADVANTAGESINALLRESPECTSQUALITY,TECHNOLOGY,SERVICE,PROMOTION,ETCBUILDINGPRODUCTSBRANDIMAGEWITHMARKETINGMETHODSMAYWORKUPCONSUMERSCONCEPTTOTHEPRODUCT,WHICHMAYMAKETHEMREPOSITIONINPRODUCTBRANDSIMPLEMENTOFBRANDSTRATEGYREQUIR
39、ESMANUFACTURERSTOIMPROVESYSTEMICALLYINTEGRATEDOPERATION,TOPROMOTEBRANDUPGRADING,TOFINDANDATTRACTPOTENTIALCUSTOMERSTHROUGHBRANDPUBLICITY,ANDTOWIDENBRANDLOYALTYFORKEEPINGCUSTOMERSMANUFACTURERSMUSTSEARCHFORCLEARBRANDPOSITIONING,PROVIDEPRODUCTSOFGOODQUALITYANDPERFECTSERVICE,BUILDWELLENTERPRISECREDIBILIT
40、YANDIMAGE,FORMINDEPENDENTENTERPRISEBRANDCULTURE,UNDERSCOREBRANDCOREVALUE,ANDEMPHASIZEONBRANDPUBLICITYANDEMOTIONCOMMUNICATIONCONSEQUENTLY,BRANDWOULDAFFECTCONSUMERSBEHAVIORANDHABITS,ANDTHEGOALOFCUSTOMERLOCKINWOULDBEACHIEVED5CONCLUSIONTOSUMUPFROMABOVE,HEREISTHECONCLUSION1THOUGHMARKETSUBSECTIONSTRATEGYA
41、SACRUCIALSUPPORTFORTRADITIONALMARKETINGHASLOSESITSIMPORTANCEINMODERNMARKETINGTOSOMEEXTENT,THERESEARCHBELIEVESTHATMARKETSUBSECTIONSTRATEGYSTILLINCLUDESSOMEFACTORSANDCOMPONENTSOFMODERNMARKETINGCUSTOMERLOCKINTHEORYEVENINMODERNRELATIONSHIPMARKETING2THEFUNCTIONOFTHEMARKETSUBSECTIONINCUSTOMERLOCKININCLUDE
42、TWOSIDESONTHEONEHAND,MARKETSUBSECTIONCANREDUCETHECUSTOMERSSEARCHCOST,ONTHEOTHERHAND,MARKETSUBSECTIONANDADDTRANSFERCOSTDURINGCUSTOMERSELECTPRODUCTSORSERVICETHETWOFUNCTIONSAREHELPFULFORLOCKINGCUSTOMERINSPECIALPRODUCTSORSERVICE3THEESSENTIALCOREOFMARKETSUBSECTIONISTHATITCANADDPRODUCTSDIFFERENCECOMMONLYS
43、PEAKING,PRODUCTSDIFFERENCEISGENERALLYPROVIDEDBYTHEPRODUCER,THUS,ITSIMPORTANTFORPRODUCERTOESTABLISHTHEINFORMATIONOFPRODUCTSDIFFERENCETOTHECUSTOMER4TOPROMOTECUSTOMERLOCKINSTRATEGYBYMARKETSUBSECTIONINCLUDETARGETADVERTISINGSTRATEGY,INTENSIFYINGPRODUCTDIFFERENCE,ANDBRANDSTRATEGYSOURCEWEISHAN,SCHOOLOFMANA
44、GEMENTANDECONOMICS,WUHANUNIVERSITY,PROCEEDINGSOFTHE3RDINTERNATIONALCONFERENCEONPRODUCTINNOVATIONMANAGEMENT译文市场营销策略分析锁定顾客摘要当代营销理论，更多的关注关系营销，而营销策略和传统的四类营销（产品，促销，价格，地点）被忽视。本文认为，传统的营销理论包含了一些因素，当代的营销理论是锁定顾客，传统营销理论基础仍然是重要的。本文分析了在当代传统的营销策略和本质以及功能，并探讨了如何利用营销策略，以满足需要的客户锁定策略。关键词营销分段，客户锁定，战略1、简介理论界和实际工作更加关心如何建
45、立客户忠诚度，在市场营销中锁定特地的产品和服务。传统的营销理论（交易市场）和现代营销理论（关系营销）提供不同的策略来解决这个问题。传统的营销理论重视与顾客之间的交易行为和生产者的规模，采用与产品，价格，地点和促销的综合应用模式，以吸引顾客享有一定的产品或服务。在营销模式中，因为生产者积极报价，以“客户，请注意”的措施吸引客户，抢占市场营销，以实现产品或服务的交易。但是，在越来越多的充分竞争的市场，其他生产商或制造商也可以使用这个措施，以便其独特性逐渐消失。由于无法将客户持续吸引到具体产品和服务中去，市场营销模式基于分段策略逐渐取代。现代营销采用不同的模式，如有关，反应，回报和关系营销目标，实现
46、各种关系营销模式。营销方式强调顾客，锁定合同，培训，研究，数据交换，搜寻成本和忠诚成本增加等，锁定在特定产品或服务，并增加客户的成本转移到其他线路。它认为，作为一种普遍的市场营销方式可其他方法采用，其他生产者认为市场分段无法帮助企业建立自己独特的企业核心竞争力，因而被忽视或省略。市场战略定位从传统的营销理论分段到现代营销理论的变化是值得考虑的。研究认为，位置的变化主要在以下几个方面在于（1）环境的变更。随着发展，中国和世界的市场环境都发生了巨大的变化。国家的主要市场已经由卖方市场转向向买方市场。基本的需求是使客户得到满足，他们提出了更高的要求产品或服务。以前的卖方市场，因为只有卖方和众多需求者
47、，生产者可以达到交易行为，通过简单的产品或服务的市场分段，实施价格、地点、促销和产品。然而，在买方市场，由于很多卖家和相似度高的卖方产品，客户可以全面比较，不同卖家之间转移，显然失去了对产品的忠诚度。因此，简单的市场分段也难以实现交易。建立公共关系可以培养顾客的依赖和锁定客户产品的具体产品和服务。（2）技术进步。在20世纪90年代，信息技术革命导致减少生活圈子中的企业产品，促进技术创新。由于信息的发展趋于信息化，智能化，敏捷性，灵活性，一体化和绿色，任何单一的企业产品创新的竞争优势是暂时的，其他企业可以在很短的时间开发类似产品。因此，方法简单的市场分段和鉴定的产品已经过时，与技术因素之间的差异
48、已经移除以前严格产品。产品的差异，所以相对市场分段是比较困难。在某种程度上,传统营销中市场分段战略这一重要策略已经失去了它的重要性，研究认为，市场分段战略还包括一些因素和现代市场客户锁定理论，即现代关系营销。因此，市场分段理论营销着现代营销，能有效帮助市场营销理论和实践的转换，从“消费者，请注意”到“请注意，顾客”。这项研究解释了市场分段的必要性和可行性，并讨论分段策略适应市场客户锁定。2、客户锁定的本质现代营销思想的核心是锁定通过各种关系营销中的具体的产品和服务。这一过程实现搜索供用户选择产品的成本和转移成本。有两个为搜索成本和客户的成本转移形成为前提第一前提是相对有限性。虽然互联网技术在当
49、今世界迅速发展极大地降低了信息的困难收购，人们获得的信息量大且繁多。因此，信息的有限性理论在现实中仍然有效。第二的前提是市场不完全竞争。在理想的经济模式下，市场是一个没有区别的完全竞争的市场。然而，在现实中，实际的市场并非如此简单。之间仍存在着不同的产品识别差异。这两个因素导致搜索成本和转移成本的客户,以及锁定客户在搜索成本和转移成本机制。21锁定客户在搜索过程中的成本搜集成本影响顾客的消费行为有两个方面一方面是搜索成本累积，使客户搜索不休。才决定购买商品，消费者通常会搜索相关产品信息，以及比较和评价商品信息。这需要一些时间和金钱去搜索和评估更搜索时间和频率越快越高,累计费用将会上升。搜寻通常是指没有明确的收益成本积累。因此，消费者往往会结束前搜索寻找的产品信息。另一方面，在此基础上成本积累的搜索，消费者往往以节省搜寻成本，实现习惯性购买行为倾向。习惯性购买行为是客户锁定的行为。虽然在现实中也有一些很好的选择，消费者会忽略他们的信息，冲突已知的信息。他们认为他们所知道的是事实，这也许是不正确，但足以让他们采取行动。22锁定客户在转让过程中的成本转移成本是消费者从消费一种商品转移到另一个与其他厂家生产的类似功能商品消费过程中表现的成本。成本几乎是特定的资产流失。特定资产在于两个方面。一个是经验，技能和效率的学习曲线形成。经
