| 双因素理论在客户营销中的应用 |
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| 引用本文： | 万勇.双因素理论在客户营销中的应用[J].华东经济管理,2006,20(5):127-130. |
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| 作者姓名： | 万勇 |
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| 作者单位： | 中国科学技术大学,管理学院,北京,100012 |
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| 摘 要： | 文章根据赫茨伯格的双因素理论,将导致客户满意感的因素称为客户激励因素,将导致客户不满意感的因素称为客户保健因素.通过对客户需要和客户购买心理的分析,总结了客户保健因素和客户激励因素的识别方法,并指出企业应当如何在客户营销中有效的实施客户保健和客户激励.
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| 关 键 词： | 客户 客户需要 客户期望 保健 激励 |
| 文章编号： | 1007-5097(2006)05-0127-04 |
| 收稿时间： | 3/9/2006 12:00:00 AM |
| 修稿时间： | 2006年3月9日 |
Motivation-hygiene Theory's Application in Customer Marketing |
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| WAN Yong.Motivation-hygiene Theory''s Application in Customer Marketing[J].East China Economic Management,2006,20(5):127-130. |
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| Authors: | WAN Yong |
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| Institution: | School of Management,University of Science and Technology of China,Beijing 100012,China) |
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| Abstract: | In this paper,according to Fredrick Herzberg's Motivation-hygiene theory,the elements that can lead to customer feeling satisfactory be called customer motivation elements,and the elements that can lead to customer feeling unsatisfactory be called customer hygiene elements.This paper summarized how to identifying customer motivation elements with customer hygiene elements by analyzing customer demand and customer purchasing psychology,and point out a company how to effectively implement customer motivation elements and customer hygiene elements in customer marketing. |
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| Keywords: | customer customer demand customer expectation motivation hygiene |
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