市場營銷專業(yè)畢業(yè)論文外文翻譯--用積分抓住你的顧客

1、<p><b>　　外文翻譯：</b></p><p><b>　　用積分抓住你的顧客</b></p><p>　　原文來源： IS Gradshte?n, IM Ryzhik, A Jeffrey, D Zwillinger ,WITH INTEGRAL GRAB YOUR CUSTOMERS [M]. books.google.co

2、m，2007</p><p><b>　　譯文正文：</b></p><p>　　現(xiàn)在的消費(fèi)積分方式越來越多，打電話有積分、刷銀行卡有積分、訂機(jī)票有積分、汽車加油有積分、購物有積分、餐飲有積分、旅游有積分、電子商務(wù)網(wǎng)站也有積分......，這些積分模式對企業(yè)、消費(fèi)者的價值有多大?</p><p>　　在Hello KITty 的專賣店，330個

3、積分可以購買一只33元的零錢包，1280積分可以購買一只128元的特別玩偶，在招商銀行的商戶聯(lián)盟系統(tǒng)中，積分與人民幣的比值是10比1，并可以自由切換成不同的幣種購物。</p><p>　　按照招行信用卡每月100億人民幣的刷卡量來計(jì)算，招商銀行信用卡每消費(fèi)20元人民幣，或者2美元便可積累1個積分，由此產(chǎn)生的積分貨幣總量每月可達(dá)5億積分，在按照10比1的比值計(jì)算，由積分貨幣產(chǎn)生的能夠進(jìn)行消費(fèi)的金額為5000萬元。這

4、憑空多出來的5000萬元就成了招商銀行發(fā)行的“積分貨幣”總值，也就是回饋給客戶的飯店，其功能是招商銀行加強(qiáng)了“客戶忠誠度”。 </p><p>　　但令人匪夷所思的是，很多傳統(tǒng)的服裝企業(yè)積分消費(fèi)的方式實(shí)際上還停留在初級階段。消費(fèi)者需要拿著自己的身份證和會員卡去指定的店鋪領(lǐng)取禮品，如果出現(xiàn)缺貨，那消費(fèi)者可能會需要再等數(shù)天禮品到貨后再來一次。同時，可供選擇的禮品也非常少。消費(fèi)者往往是被動的接收企業(yè)兌換的禮品，禮品也

5、不一定是客戶所需要，這對于企業(yè)來說，顯然沒有讓禮品產(chǎn)生最大價值。</p><p>　　而一旦令消費(fèi)者感受不到企業(yè)的積分所帶來的便利與好處，積分實(shí)際上失去了原本的意義，甚至讓企業(yè)決策者們又回到了“積分是否有價值”的初級問題的討論上。積分制作為會員營銷模式的一種手段，意義在于培養(yǎng)顧客對品牌的忠誠度，并把忠誠度轉(zhuǎn)化成消費(fèi)力。</p><p>　　企業(yè)家們早已不懷疑會員營銷為企業(yè)帶來的巨大作用，并

6、從會員營銷中總結(jié)出來著名的馬特萊法則(即80/20法則)：在頂部的20%的客戶創(chuàng)造了公司80%的利潤。美國人威廉·謝登又在此法則的基礎(chǔ)上提出了80/20/30法則，即“在頂部的20%的顧客創(chuàng)造了公司80%的利潤，但其中的一半給在底部的30%的非盈利顧客喪失掉了”。</p><p>　　雖然不懷疑會員營銷的作用，但國內(nèi)大部分服裝企業(yè)的VIP卡還只停留在打折、特價購物等手段上，這種變相的促銷手段，實(shí)際上無法

7、和客戶產(chǎn)生長久互動的關(guān)系，也使得客戶無法認(rèn)同VIP卡的價值。</p><p>　　佐丹奴是國內(nèi)一家較知名的休閑服飾品牌。不管是在佐丹奴實(shí)體店鋪或是網(wǎng)站中購物，只要顧客擁有佐丹奴WWS會員卡，都可以享受積分服務(wù)。在佐丹奴網(wǎng)上商店，佐丹奴提供的商品不僅僅局限在時尚小禮品上，還有一些過季的服裝商品。消費(fèi)者可以憑借積分在網(wǎng)上換購自己滿意的禮品，或是服裝商品，積分在佐丹奴網(wǎng)上商店已經(jīng)具備了一般等價物的特征。</p&g

8、t;<p>　　佐丹奴積分不僅可以兌換禮品，還可以在購物時抵扣現(xiàn)金，對于消費(fèi)者來說，雖然還不能將積分直接兌換成現(xiàn)金，但佐丹奴網(wǎng)上商店提供的可供積分消費(fèi)的禮品、商品數(shù)量十分豐富。經(jīng)常選擇在佐丹奴網(wǎng)上商店購買服裝的蔣小姐說，“有時想買兩件T恤，同檔次的品牌，其質(zhì)量和價格也相差無幾，我還不如在佐丹奴買呢，這樣還可以積累一些積分，如果我下次再到佐丹奴網(wǎng)上商店購物一次，我的積分就夠換一個皮包了?！?lt;/p><p&

9、gt;　　通過互聯(lián)網(wǎng)平臺，佐丹奴不僅為客戶提供了方便快捷的積分查詢、積分消費(fèi)等方式，并且將線下店鋪與互聯(lián)網(wǎng)平臺結(jié)合起來，顧客在店鋪購物后，可以憑借收銀小票上的消費(fèi)編號，登記到網(wǎng)上商店的個人帳戶中，一樣可以換算成相應(yīng)的積分。</p><p>　　傳統(tǒng)服裝企業(yè)遍布全國的零售終端，有網(wǎng)絡(luò)，有POS機(jī)，而這些實(shí)際上具備了提供積分服務(wù)的基本條件。如果能夠提供與自身品牌匹配的個性化的、持續(xù)的、靈活的積分規(guī)則與積分消費(fèi)方式，比

10、如增加禮品的數(shù)量和種類，甚至將積分設(shè)定成抵扣現(xiàn)金，利用互聯(lián)網(wǎng)平臺的優(yōu)勢，讓消費(fèi)者能實(shí)時查詢、消費(fèi)積分，積極與消費(fèi)者互動，服裝企業(yè)與消費(fèi)者之間定能實(shí)現(xiàn)雙贏的局面。</p><p><b>　　原文正文：</b></p><p>　　Integrated mode of consumption is now more and more calls are integral

11、 brush card with points, set points air tickets, car fuel are integral, there are points shopping, restaurants are integral, travel and tourism integration, e-commerce sites also points .. ...., The integral model busine

12、ss, how much consumers value? </p><p>　　In the Hello KITty the store, 330 points to buy a 33 per zero wallet, 1280 points to buy a 128 yuan of special doll, the investment bank's business alliance system

13、, the integral and the ratio of 10 to RMB 1, and are free to switch to a different currency shopping. </p><p>　　China Merchants Bank credit card in accordance with 10 billion yuan per month in credit card vo

14、lume, the China Merchants Bank credit card spending 20 yuan each, or 2 U.S. dollars a points can be accumulated, the resulting integral monthly monetary aggregates up to 500 million points, in 10 to 1 ratio in accordance

15、 with terms arising from the integration to be spending money in the amount of 50 million yuan. This abstract the extra 50 million yuan issued by China Merchants Bank has become "integr</p><p>　　But wha

16、t is incredible is that many of the traditional garment actually points the way consumers stay in the primary stage. Consumers need to hold their identity cards and membership cards to designated shops to receive gifts,

17、if out of stock, consumers may need to wait for a few days after arrival to a gift. Meanwhile, alternative gifts are very small. Consumers are often passive, enterprise-dollar gift, the gift is not necessarily a customer

18、 need, which the company is obviously not the greates</p><p>　　Once consumers feel the integration of enterprises the convenience and benefits of integration actually lost the original meaning, even for busi

19、ness decision-makers back to the "points are valuable," the discussion of primary issues. Integral production marketing model for members as a means of significance is to cultivate customer loyalty, brand and l

20、oyalty into the spending power. </p><p>　　Entrepreneurs have long been suspected of membership marketing for the enterprise is not the enormous role and membership marketing, summed up from the famous Matale

21、 law (ie 80/20 rule): In the top 20% of customers create 80% profits. Americans William ? Shedden again on the basis of this proposed rule 80/20/30 rule that "in the top 20% of customers create 80% of the profits, b

22、ut the bottom half to 30% the loss of non-profit customers lost. " </p><p>　　While no doubt the role of member marketing, but most of domestic garment enterprises, VIP cards just stop at the discount, d

23、iscounted shopping and other means, the means of this new form of marketing, in fact, can not generate long-term interaction and customer relations, but also allows customers VIP cards can not agree with the value. </

24、p><p>　　Giordano is a more well-known domestic brand of leisure clothing. Giordano entity, whether in shops or shopping sites, as long as the customer owns Giordano WWS membership cards, points can enjoy the se

25、rvice. Online shop in Giordano, Giordano offers fashionable goods is not limited to a small gift on some off season apparel products. With consumers can redeem their points online satisfaction of gifts, or apparel goods,

26、 integral Giordano online store already has the characteristics of the general</p><p>　　Giordano integral not only to exchange gifts, you can also deduct the cash in the shop for consumers, although the poin

27、ts can not directly be converted into cash, but Giordano online stores for gifts integral consumption goods number of very rich. Giordano often choose to buy clothing online store Miss Jiang said, "sometimes want to

28、 buy two T-shirts, with the grade of the brand, its quality and price are almost the same, I might as well buy it in Giordano, it can also be accumulated number of po</p><p>　　Through the Internet platform,

29、Giordano not only provides customers with fast and convenient check points, integral means of consumption, and shops will line together with the Internet platform, customers in the store shopping, you can cash register w

30、ith the consumption of small ticket number, Registration to the online store's personal account, the same can be converted into the appropriate points. </p><p>　　Traditional garment retail outlets across

31、 the country, there is a network, there are POS machines, which actually has the basic conditions to provide integration services. If you can provide the brand with its own matching personalized, continuous, flexible rul

32、es and integration consumption points, such as increasing the number and types of gifts and even cash points set to offset the use of the Internet platform, so that consumption by real-time queries, spending points, posi