忠诚计划及其有效顾客的识别与培育

Identify and Cultivate Valid Customers in Loyalty Program

本文通过忠诚计划对顾客行为的影响分析以及忠诚计划的预期利润分析,指出了忠诚计划实施成本与预期利润获取的不确定性是忠诚计划屡遭失败的原因。而这种预期利润不确定性的根本原因在于,没有很好地对有效顾客进行识别。本文的研究结论是,只有通过对有效顾客的识别,培育有效顾客的忠诚,才是忠诚计划成功的关键所在。

After analyzing the loyalty program＇s influence on customers＇ behaviors and it＇s expect profits, this paper point out, the reason of loyalty program failure is it＇ s uncertain profits but certain costs, and the ultimate reason is it＇ s valid customers cannot be identified. Results of this paper indicate that, identifying the valid customers and cultivating their loyalty is the key of a successful loyalty program.