体育彩票业关系营销中顾客关系的层次及顾客价值的测度  

Level of the Client Relationship and the Measurement of the Customer Value in the Sports Lottery Relationship Marketing

作　　者：彭道海[1] 

机构地区：[1]武汉体育学院,湖北武汉430079

出　　处：《北京体育大学学报》2012年第5期8-11,共4页Journal of Beijing Sport University

摘　　要：依据关系营销理论,分析体育彩票业顾客关系的层次。指出在彩票业竞争日趋激烈的背景下,为向彩民提供优质精准的服务,保障体育彩票业可持续发展,对彩民进行层次划分并选择不同的营销策略具有十分重要的意义。在彩票顾客关系层次分析以及顾客价值测度基础上,提出促进体育彩票业可持续发展的相关营销策略。According to the marketing theory,the paper analyzed the level of the customer relationship in the sports lottery.It pointed out that in the background of increasing competitiveness of the competition of lottery,it was significant to divide the layers of the customers and select different marketing strategy in order to provide quality and tailored services to the customers and ensure the sustainable development of the lottery industry.On the basis of the analysis of the lottery customer relationship and evaluation of customer value,the paper issued out relative marketing strategy for the sustainable development of the lottery industry.

关 键 词：体育彩票 关系营销 顾客价值 

分 类 号：F274[经济管理—企业管理]