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本研究在考虑客户间异质偏好性的基础上,利用一组客户的纵贯交易数据建立消费者离散选择模型研究了回报计划对客户个体层面品牌选择行为的影响,并利用策略实验及潜分层模型对相关问题进行了系统深入的分析。结果表明,回报计划可以有效提升客户的品牌选择购买概率,是一种有效的关系营销策略;策略实验分析得到,竞争的环境下,对零售超市而言其最优决策策略不仅是实施回报计划,而且要努力争取客户成为自己回报计划的会员;此外,通过潜分层模型评估发现客户回报计划仅会对一类特定客户具有明显的刺激作用。最后讨论了结论对企业营销管理实践的意义。
Based on the heterogeneous preference among customers, this study establishes a discrete consumer choice model based on a set of customer’s vertical trading data to study the impact of return planning on brand selection behavior of individual customers. Using the strategy experiment and potential Layer model to carry out a systematic and in-depth analysis of related issues. The results show that the return plan can effectively improve the customer’s probability of choosing the brand, which is an effective relationship marketing strategy. According to the analysis of the strategy experiment, in the competitive environment, the optimal decision strategy for the retail supermarket is not only the implementation of the return plan, But also strives to make the client a member of their own reward program. In addition, it is found through the latent stratification model evaluation that the customer reward program only has a significant stimulating effect on a specific type of customer. Finally, it discusses the significance of the conclusion to the practice of enterprise marketing management.