基于锁定的顾客网络管理策略

The managerial strategies of the customers' networks based the lo cking-in

锁定是顾客转换品牌时面临着高转移成本的一种状态,它具有多种来源,并广泛存在于各种市场中。理解锁定的基本原理可以帮助企业建立基于锁定的顾客网络,从而获取竞争优势。企业在利用锁定原理建立顾客网络时,需要预先规划锁定周期,评估网络的投入成本和收益,采取各种策略吸引顾客入网;在运作顾客网络的过程中,企业要通过强化单个顾客和顾客网络整体的锁定程度以增加顾客网络的稳固性;对于顾客网络价值的开发,企业可以通过增量销售、互补产品销售和出售顾客网络接入机会等策略。

The customers are locked-in when they meet the high switchin g costs as changing the products. The locked-in comes from the various sources a nd all ove r the various markets. When understanding the locked-in principles, t he enterpri ses can make use of it to build customer networks. If the enterpris es use the locked-in principles, they must in advance plan the locked-in cycle, balance t he costs and the value, then make plans to let the customers access t he network s. As the networks operation, the enterprises have to strengthen stab leness of t he single customer and the whole network. Finally, the strategies of the increme nt-sale, the cross-sale and the access to the network can be used t o develop the network's value.