摘要
本文通过建立NBD及G—G随机模型,以雀巢奶粉碘超标事件为分析对象,从产品品类的层面实证研究了品类内某一品牌伤害危机的发生对整个品类产品顾客购买行为及顾客价值的影响。结果表明,品牌产品伤害危机会造成顾客购买行为变化。对品类商品不具刚性需求的顾客而言,会造成顾客流失,从而无论是对于制造商还是对于零售商,均会导致顾客价值下降;对于具有刚性需求的顾客而言,他们会降低购买频率,观望危机发展态势,以降低后续危机发展对自身可能产生的风险。但由于刚性需求的原因,部分顾客可能会适当提高次购买金额,从而使得整体层面的顾客价值没有发生显著变化。
Based on theories review of product-harm crisis and stochastic marketing model, we present NBD and G-G stochastic model and use the case of Nestle harm crisis to estimate the effect of crisis on customer value. Results show that product-harm crisis has negative effect on customer purchase behavior. For the customer whose demand for the products is not rigid, the crisis has negative effect on customer value. However, it has been found that product-harm crisis has no significant effect on customer value on aggregate level for the customers who have the rigid demand. The marketing implications to product-harm crisis management are discussed.
出处
《经济管理》
CSSCI
北大核心
2011年第8期80-85,共6页
Business and Management Journal ( BMJ )
基金
国家自然科学基金项目"基于客户与企业双赢视角的回报计划作用机理研究"(71002102)
教育部人文社会科学研究青年基金项目"顾客关系策略对顾客关系行为的影响研究"(09YJC630136)