论消费者忠诚与理性的均衡

本文从企业、消费者和社会等不同角度研究了消费者忠诚与消费者理性问题.企业培育消费者忠诚的前提是必须加强营销道德建设,为消费者创造并传递有价值的产品或服务,而不仅仅是营销手段的应用.与此同时,企业也应为消费者理性的培养切实负起责任,以实现消费者忠诚与理性的均衡统筹,从而为企业的长远发展奠定坚实基础.

On the Equilibrium of the Consumer Loyalty and Rationality

This paper analyzed the consumer rationality and consumer loyalty from the viewpoint of enterprises, consumers and society. The prerequisite for the consumer loyalty cultivated by enterprises is creating and delivering valuable products and services for the consumers, rather than using marketing techniques. Meanwhile, enterprises must pay more attention to the marketing ethics building, and take the responsibility of bringing up the consumer rationality, in order to keep the equilibrium of the consumer rationality and loyalty, and settle a solid foundation for the long-run development of the enterprises.