论文部分内容阅读
传统的市场营销在基本方针上有一个较大的漏洞,那就是过于依赖“赢得顾客”,而忽视“留往顾客”。因而,企业常常把投资的重点放在广告、公共关系、营业推广和分销渠道方面,而不是投资在与顾客建立长期稳定的公共关系方面。但据美国的一份研究表明,赢得一位新顾客的投资额五倍于保持一份老顾客的投资额。因此,保持顾客比吸引新顾客更加重要。 这首先是因为,传统营销手段的费用越来越高,但效果却在下降。一方面,广告、公关媒体的多元化及“小众”传播的普及,使其大众传播媒介的覆盖率大为降低。仅就电视而言,有线电视、卫星电视、收费电视的出现,导致传统电视观众大量流失,企业以付了越来越高的电视广告费用,却难以收到预期的效果。另一方面,市场上理想的分销渠道——销售网点本就有限,理想的陈列货架更是少而又少,而希望得到理想
Traditional marketing has a big loophole in the basic policy. It is to rely too much on “winning customers” and neglecting “to leave customers.” Therefore, companies often focus their investment on advertising, public relations, business promotion, and distribution channels rather than investing in establishing long-term, stable public relations with their customers. However, according to a US study, the amount of investment to win a new customer is five times that of maintaining an old customer’s investment. Therefore, maintaining customers is more important than attracting new customers. This is because, first and foremost, the cost of traditional marketing methods is getting higher and higher, but the effect is decreasing. On the one hand, the diversification of advertising and public relations media and the popularity of “niche” communication have greatly reduced the coverage of mass media. In the case of television alone, the appearance of cable television, satellite television, and pay television has caused a large number of traditional television viewers to lose. Enterprises are paying more and more television advertising costs, but it is difficult to achieve the desired results. On the other hand, the ideal distribution channels in the market—the sales outlets are limited, and the ideal display shelves are fewer and fewer, and they want to be ideal.