网络营销下顾客忠诚培养分析

在网络营销背景下,企业对顾客忠诚的培养显得尤为重要。许多网络企业也逐步意识到赢得并保持顾客忠诚才是企业获利和拥有长期利润的重要源泉。而在网络世界里的顾客拥有更大的主动性和更多的选择。因此,在网络营销下如何培养顾客忠诚成为网络企业亟待解决的问题。     

网络营销中的客户忠诚培育与管理

随着信息化和网络化的电子商务应用步伐的加快,许多网络企业也逐步意识到赢得并保持顾客忠诚才是网络营销的关键所在.而在网络世界里的顾客拥有更大的主动性和更多的选择.因此,在网络营销下如何培养顾客忠诚成为网络企业亟待解决的问题.     

基于顾客忠诚度的网络营销研究

网络顾客忠诚和传统的顾客忠诚之间没有本质上的差别,所有与网络世界有关的忠诚度和在实体世界中表现是一样的。网络顾客忠诚度涉及消费者在访问网站的频率、停留的时间长短以及对所浏览信息的深度。本文从网络营销中的重要性出发,阐述了网络营销中影响顾客忠诚形成的直接驱动因素,提出了网络营销环境下提高顾客忠诚的策略。     

浅析如何通过网络营销战略提高顾客忠诚度

本文探讨了企业在在制定网络营销战略时,应该完全从顾客的角度出发,建立对顾客友好的网络营销环境,从而有效培养和建立顾客忠诚度。     

浅析如何通过网络营销战略提高顾客忠诚度

本文探讨了企业在在制定网络营销战略时，应该完全从顾客的角度出发，建立对顾客友好的网络营销环境，从而有效培养和建立顾客忠诚度。     

网络营销中顾客关系管理策略探析

网络营销环境下顾客关系的管理显得日益重要。从网络营销影响的角度入手,研究网络营销影响下顾客关系管理的基本原理与价值,企业应该如何有效实施顾客关系管理,为更多企业接受和采用这一有效的营销模式提供借鉴。     

网络营销中的顾客忠诚形成机理研究

本文介绍分析了在网络营销条件下影响顾客忠诚形成的六个因素:三个直接驱动因素(顾客满意、转换成本、关系信任)和三个调节因素(产品经验、利益相关性、替代选择性)。并建立了网络营销条件下顾客忠诚形成的情景调节模型,着重分析了网络营销中不同消费情境、各种驱动因素对顾客忠诚的作用机制,从而在一定程度解释了网络营销环境下顾客忠诚的形成机理问题。     

网络营销环境下顾客忠诚培养

顾客忠诚是企业的生存之本,是企业的利润源泉,是网络时代企业竞争的核心。本文在分析网络营销环境下顾客忠诚的重要意义的基础上,进一步研究网络营销环境下影响顾客忠诚的因素,并提出顾客忠诚的培养方法。     

网络营销环境下顾客忠诚度管理

在竞争普遍存在而且逐年激烈的情况下，企业赢得顾客战胜竞争对手的关键就在于尽力满足顾客需要，创造高水平的顾客满意度。文章通过阐述网络营销的内涵和顾客忠诚度的内涵，提出在网络营销环境下提高顾客忠诚度的策略。     

中小企业网络营销提升顾客让渡价值的主要措施

本文针对目前中小企业网络营销中影响顾客让渡价值提升的突出问题,结合网络营销各种优势,提出了中小企业网络营销过程中提升顾客让渡价值的措施。     

论商业银行的顾客获取战略——关系营销视角的思考

顾客获取与顾客保持对于商业银行的客户关系管理同样重要。在关系营销的框架下,从战略层面为商业银行寻求顾客获取的基本流程,突出顾客获取与顾客保持的衔接,并确定潜在目标范围,选择顾客获取战略,保持与客户的长期关系。     

Customer Retention Strategies of Fast-Food Outlets in South Africa: A Focus on Kentucky Fried Chicken (KFC), Nando's,and Steers

The primary aim of the research was to critically analyze and evaluate the different customer retention strategies being implemented by fast-food outlets such as Kentucky Fried Chicken (KFC), Nando's, and Steers in South Africa. The fast-food industry in South Africa is experiencing numerous market-related changes, which range from intense globalization forces to heightening competition levels. The pressure on businesses today is further increased by a market where the customer acquisition rate is slowing, customer loyalty is decreasing, and sales cycles are lengthening. In such an environment, losing a valuable customer to a competitor can have a significant impact on profitability and growth. As a result, many companies have shifted their focus from customer acquisition to customer retention. The research was primarily concerned with assessing customer relationship management, relationship marketing, and communication through technology as strategies to maintain intimate relationships with customers. Personal interviews and in-depth interviews with the help of questionnaires were used to collect primary data in the research. The results indicated that KFC, Nando's, and Steers adopt similar marketing strategies or use the same concepts to manage their relationships with both internal and external customers and other stakeholders. These strategies and concepts include customer relationship management, relationship marketing, and technological means of communication.     

顾客承诺的内涵、维度及影响因素研究

顾客承诺是西方有关如何留住顾客的营销理论中继顾客满意、顾客忠诚之后又一重要概念。根据国内外学者对顾客承诺理论的研究,从行为层面和心理层面系统论述了顾客承诺的内涵。依据顾客承诺的产生将顾客承诺划分为盘算性承诺、情感性承诺、规范性承诺三个维度。综合国内外研究以及根据市场营销环境,分别总结归纳出顾客承诺三维度的主要影响因素:经济价值,转换成本;顾客满意,顾客信任;主观规范,优惠待遇。     

“顾客满意—顾客遗憾”矩阵与“顾客重购倾向”管理

影响“顾客重购倾向”的两种基本因素是顾客满意和顾客遗憾,二者对“顾客重购倾向”的作用机理是完全不同的。可用顾客满意和顾客遗憾这两个顾客心理变量构建一个影响“顾客重购倾向”的“顾客满意———顾客遗憾”矩阵,通过该矩阵企业可以把自己的产品在其中进行对号入座,以便发现企业产品存在的问题,并采取针对性的营销策略来有效控制和影响“顾客重购倾向”。     

运用CRM提升客户忠诚度的途径探讨

提升客户忠诚度是当前营销领域的一个热点和难点,良好客户服务是提升客户忠诚度的最佳方法。为营造以客户为中心的业务流程、建设客户数据库、完善客户服务、开展客户分析和个性化服务,在CRM支持下提高客户忠诚度的途径,运用CRM中的分析型功能收集、整合和分析客户数据以提高客户忠诚度。     

Examining the Relationship Marketing,Marketing Productivity Paradigm

Abstract

The authors examine the relationship marketing research literature and identify three schools of thought regarding relationship marketing. The Inter-organizational, customer relationship, and customer valuation research perspectives are described and representative studies are discussed. The predominant conceptual approaches to marketing productivity in the research literature are identified and described. The shareholder value model of Srivastava, Shervani, and Fahey (1998) is selected as the most useful conceptual framework linking relationship marketing and marketing productivity. The linking constructs of customer equity and brand equity are identified as the critical conceptual connections between relationship marketing and marketing productivity. A research agenda is suggested, covering both conceptual and operational issues for further development of both relationship marketing and marketing productivity.     

顾客定义新析

顾客是市场营销理论的一个重要概念,然而当前对顾客的本质缺乏深刻的认识。顾客是指直接或间接影响企业或组织利益的组织或个人,一个企业的顾客群实际上包含了八个层次:内部顾客、供应商顾客、中介顾客、资金供应顾客、竞争对手顾客、最终顾客、公众顾客与政府顾客。     

The interrelationships between relationship marketing constructs and customer engagement dimensions

The study examines the interrelationships between selected relationship marketing constructs, namely customer satisfaction, trust, perceived value and commitment, and their effect on the dimensions underlying customer engagement. The study is quantitative and an explanatory research design was followed. A total of 489 self-administered questionnaires were collected from customers of short-term insurance providers on the basis of convenience. Customer satisfaction impacts positively on affective commitment and trust. Customer value also impacts positively on affective commitment and trust, while trust impacts positively on affective commitment. Affective commitment in turn impacts positively on the four customer engagement dimensions: interaction, attention, absorption and affection. The research findings offer an initial understanding of the interrelationships between key relationship marketing constructs and their ultimate effect on various customer engagement dimensions. These matters have received little attention in marketing research, and knowledge of the proposed relationships may lead to further research on this topic.     

基于客户价值的企业营销策略研究

与有形资产相比,客户日益成为稀缺的资源,提升客户价值成为营销管理的重点,吸引与保持客户的能力决定了企业的生存。从提升客户价值出发,通过建立客户价值评估模型,提出了企业针对客户的具体营销策略:提高客户利润与保持客户策略。     

4C理论与企业营销实践

随着市场经济的发展,市场竞争日趋激烈,以顾客满意为核心的4C理论对企业营销实践具有很重要的指导意义。从企业的营销观念、战略制定及顾客沟通等方面,对建立高度的顾客满意、培养顾客忠诚进行了初步的探索。