精确营销与客户忠诚计划  

Precise Marketing & Customer Loyalty Plan

作　　者：吕凌[1] 

机构地区：[1]上海交通大学安泰经济与管理学院,上海200052

出　　处：《上海交通大学学报》2007年第S1期209-214,共6页Journal of Shanghai Jiaotong University

摘　　要：针对近年新兴媒体营销,如楼宇视频、车载媒体、互动营销、博客、播客等的出现,探讨如何利用新型媒体更加有效的将关键信息在合适的时间和地点以合适的方式传递给目标客户群体,并以此为基础建立、实施、维护及实时更新数据库营销,最大化优良客户保持率,以期达到最大化营销成本收益率的目的,以确保制定营销计划时的效果可控性及可预测性.This article explored how to utilize new media to transfer key messages to right customer groups in right way,at right location and at right time by analyzing emerging new media marketing,such as building video,interactive marketing,blog and podcast.Further analysis is on how to optimize database marketing and retention rate of good customers on the basis of information from new media marketing so that company can ensure controllability and predictability of marketing plan and budget.

关 键 词：精确营销 新媒体营销 数据库营销 客户忠诚计划 客户关系管理 

分 类 号：F713.50[经济管理—市场营销]