[市场营销]顾客忠诚管理clmcustomerloyaltymanagement

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1、CustomerLoyaltyManagementCustomerLoyaltyManagementCustomerLoyaltyManagement一、Customerloyalty(CL)CS=CL1、Whoisloyal?？Lowrepeatpurchase高续购率Highrepeatpurchase低续购率Verypreference态度高Lesspreference态度低ClassificationofloyalcustomersCustomerLoyaltyManagement一、Customerloyal

2、ty(CL)2、WhatisCL?CustomerLoyalty：指顾客长期购买自己偏爱的产品或服务的强烈意愿，以及顾客实际的重复购买行为。Intention+BehaviorSomedifferenceofCLbetweenproduct&serviceService-orientedbusinessesaremorelikelytoestablishclosecontactwithcustomers.Serviceconsumersaremorelikelytoformasenseofloyalty.Service

3、businesseshavemoreopportunitiestocultivatecustomerloyalty.Greaterriskforcustomerperceptionstoservice.Customersmaybeloyaltodifferentobjects.——RichardOliver(1980)CustomerLoyaltyManagement一、Customerloyalty(CL)3、HowtomeasureCL?——RichardOliver(1999)toMeasureBehaviora

4、lloyalty:quantity,frequencyofpurchase,shareofwallet……toMeasureEmotionalloyalty:reallylikebusinesstoMeasureCognitiveloyalty:remindfirst,choosefirst,rangeofpricefluctuations,morepreferredtoMeasureIntentloyalty:CognitiveEmotionalIntentBehavioralFormationprocess:Cus

5、tomerLoyaltyManagement一、Customerloyalty(CL)4、SignificanceofCLtocorporation重复购买行为口头宣传向企业反馈信息价格敏感度低包容企业错误repeatpurchasewordofmouthfeedbackinformationLowpricesensitivity,PremiumpricecontainmenterrorCustomerLoyaltyManagement一、Customerloyalty(CL)5、CustomerloyaltyCycl

6、eCustomerLoyaltyManagement一、Customerloyalty(CL)6、FactorsofCLTransactionalloyaltyFrequencyCustomershareEmotionalLoyaltyRecommendPaypremiumprice/perfectyourproductSatisfactionlevelproduct/service/relationship/priceCompetitionlevelByindustryBycompetitivenessCustome

7、rloyaltyfactorCustomerLoyaltyManagement二、CustomerChoice1、市场细分变量segmentationdescriptorsSegmentingpartitioningTargetingPositioningSTPHowto（细分市场的步骤）CustomerLoyaltyManagement易于辩认易于集中媒介沟通渠道易于组织分销以地理位置,人口特征为基准的细分市场以心理需求为基准的细分市场以行为特征为基准的细分市场描述性的因素,不足以预测其未来购买行为知道品牌X牙膏主要

8、俏于南方,购买者是教育程度高的女性是驱动因素(好处是什么?)在市场日趋成熟复杂和多样化的形势下更显重要可以帮助营销活动的方方面面建立策略,赢得目标人群如果不结合其他信息就用处不大知道品牌X牙膏使用者在寻找具有防止牙龋有效手段的产品优惠是驱动因素(为什么有这种要求)为消费者人格背景提供更完整的信息为广告渠道策划提供思路对产品/服务的