摘要
目前我国大型超市在顾客忠诚计划运作方面存在的关键问题是缺乏战略思考、缺乏价值和缺乏管理。针对上述问题,提出了顾客忠诚计划开发与管理的思维方式及运作模式。从主客体两方面建立顾客忠诚计划的开发思路,用"双因素理论"的思想对忠诚计划的价值进行管理。
At present, the key problem in China＇s hyper markets lies in the lack of strategic thinking, lack of value and lack of management in terms of their customer loyalty programs. In order to solve the above problem, this paper offers the thinking mode and operating mode to develop and manage the customer loyalty programs. It designs the thinking to develop the customer loyalty programs from two aspects of both subject and object parts and proposes the operating method based on ＂double-factor theory＂ to manage the value of customer loyalty program.
出处
《北京工商大学学报（社会科学版）》
CSSCI
北大核心
2008年第3期66-69,共4页
JOURNAL OF BEIJING TECHNOLOGY AND BUSINESS UNIVERSITY:SOCIAL SCIENCES
关键词
大型超市
顾客忠诚计划
会员卡
hyper market
customer loyalty program
membership card
