建立顾客关系.ppt

关系营销Relationship Marketing 是指在经营中着眼于保留当前的顾客并改进与他们的关系的思想体系 is a philosophy of doing business that focuses on keeping current customers and improving relationships with them 不一定强调获得新的顾客 does not necessarily emphasize acquiring new customers 成本通常比较低（对厂商来说） is usually cheaper (for the firm) 保留当前顾客的成本要比吸引一个新的顾客成本小 keeping a current customer costs less than attracting a new one 因此，重点在于保留和增进当前的顾客关系，而不是去吸引新的顾客 thus, the focus is less on attraction, and more on retention and enhancement of customer relationships 关系营销中的顾客目标Customer Goals of Relationship Marketing 忠诚顾客是这样的人…… A Loyal Customer is One Who... 显示出行动上的承诺 Shows Behavioral Commitment 尽管存在不同的选择，但他们从同一个供应商那里购买 buys from only one supplier, even though other options exist 在同一供应商那里消费的越来越多 increasingly buys more and more from a particular supplier 提供建设性的反馈/建议 provides constructive feedback/suggestions 展示心理上的承诺 Exhibits Psychological Commitment 不会考虑终止关系，即心理承诺 would not consider terminating the relationship—psychological commitment 对于供应商有一个积极的态度 has a positive attitude about the provider 说供应商的好处 says good things about the provider 顾客忠诚Customer Loyalty 顾客重复商业活动的可能性以及愿意作为组织的合作伙伴的意愿 Likelihood of a customer’s repeat business that person’s willingness to behave as a partner to the organization 重复购买行为是否是顾客忠诚的充分条件？ Is repeat purchase behavior a sufficient condition of customer loyalty? 感知、态度和信念决定忠诚的不同形式 Perceptions, attitudes, and beliefs determine the different forms of loyalty 忠诚的两个关键的因素是：对产品/服务的情感上的依赖和重复购买 Two factors are critical for loyalty: emotional attachment to the product/service repeat purchase 忠诚分类法Taxonomy of Loyalty 忠诚的分类法 Taxonomy of Loyalty 持续（高级）忠诚 Sustainable (Premium) Loyalty 厂商应该努力为之奋斗的一种忠诚 The type of loyalty for which firms should strive 对竞争者的提供物最为抵制 Most resistant to competitors’ offerings 拟似（惯性）忠诚 Spurious (Inertia) Loyalty 最容易受到竞争者提供物的影响 Most susceptible to competitors’ offerings 常客计划创造了这种忠诚 Frequen