浅析怎样提高转移成本提升客户的忠诚度.pdfVIP

52 2008 2 浅析如何提高转移成本 提升客户的忠诚度 王 芳 (销售总公司) : 传统的营销活动具有极强的 征服性 ( Conquest)特征, 企业希望征服竞争者, 征服顾客, 征服市 , 从 而维持和推动自身发展在市 规模迅速扩大, 市 需求急剧膨胀的时期, 花费大量资金不断赢得新顾客, 以 产品的市 份额优势促进企业经营是较为有效的营销策略然而, 对已经饱和的钢铁市 来说, 这一营销策略 只能令经营者失望钢铁企业应着重研究客户的满意度和忠诚度, 努力提高客户的转移成本, 培养一批对企业 产品高度忠诚的长期顾客和终身顾客, 以较低的营销成本, 较高的营销效率创造良好的企业经营业绩 : 客户 转移成本 忠诚度 How to Im prove T ransfer Cost and Boost Custom er Loyalty W ang Fang ( General Sale Company) Abstra t: Trad itionalm arketing cam aign has strong conquest in wh ich an enterprise hopes to conquest the custerm ers and the market in order tom aintain and push itself developm ent. W ith the m arket keep ing grow ing and dem ands of the m arket expansion, it is an effetive m arketing cam aign for an en terprise to spend large sum of funds gain ing new clients and prom oting them anagem ent w ith the share of them arket. H ow ever, for the saturated market, the camaign is d isap pointed. W e shou ld stud the custom er satisfaction and lo alt to mi prove transfer cost, cutivating lo al longterm cus tom er and the custom er for life. H igher m arketing efficienc w ith low er cost can create sound performance. K eywords: clien t; transfer cost; satisfaction , , , , , ( CLV ), 5% , , 25% 85% 20 /80 , , , 20% , , 100, 100, 70% , , , 2008 2 53 1