客户回报计划及其结构因素研究  

Study of Customer Reward Programs and Its Structural Factors

作　　者：周晨[1] 

机构地区：[1]西安工业大学经济管理学院,陕西西安710032

出　　处：《西安职业技术学院学报》2008年第1期49-52,共4页Research on Vocational Education in Xi'an Vocational and Technical College

基　　金：国家自然科学基金资助项目（70572009） 致谢：在此,衷心地感谢我的导师李纯青教授及马军平老师给予我的指导和帮助.

摘　　要：随着消费市场竞争的日趋激烈与顾客争夺成本的提高，忠诚的顾客群体已经成为企业市场制胜的重要策略，顾客回报计划应运而生。在市场竞争的外在压力下，制定与实施客户回报计划，为顾客提供综合性、差异化的服务，履行高度的顾客承诺，是企业保持与客户长期、双向互动关系的重要保障。通过对大量回报计划结构因素的相关文献的研究，提出已实施的回报计划的类型及回报计划的目标，总结出回报计划的结构因素。As the competition in the consumer market is becoming more and more fierce and the cost of customer retention is increasing more and more, a loyal group of customer has become one of the important strategies for a successful business. Accordingly, the customer reword programs have evolved. Under the pressure of the competition in consumer market, establishing and implementing costumer reward programs, offering a comprehensive and individual service, and meeting the customer commitment are a guarantee of achieving a long-term mutual relationship between manufactures and customers. Through a detailed study of a great deal of related costumer reward programs, the types and objectives of costumer reward program were put forward, and the structure factors of costumer reward program were atso summarized.

关 键 词：回报计划 结构因素 目标客户群 

分 类 号：F713.5[经济管理—市场营销]