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1、畢業(yè)論畢業(yè)論文(文(設(shè)計(jì)設(shè)計(jì))外文翻)外文翻譯題目:圓通公司提高客戶(hù)忠誠(chéng)度的探析一、外文原文標(biāo)題:GroupBuyingontheWeb:AComparisonofPriceDiscoveryMechanisms原文:Takesalookatthewldwidetrendtowardloyaltymarketinghighlightsthereasonsfthisemphasisonloyalty.Assertsthatbuilding
2、customerloyaltyisabusinessstrategynotjustamarketingprogramthatallbusinessesshouldseektoboostloyaltymaximizeshareofcustomer.Explesthevariousapproachestostructuringcustomerloyaltystrategies.Usessomerealwldexamplestoillustr
3、atedifferentapproaches.Providesaconsistentframewkfdevelopingaloyaltystrategyprogram.Offersinsighttoreducetheamountoftimerequiredtodevelopaloyaltystrategytouchesonwaystohelpmarketersavoidsomeclassicmistakes.Maintainsthatt
4、hepursuitofcustomerloyaltyisaperpetualonemeofajourneythanadestination.IntroductionThereisawldwidetrendtowardloyaltymarketing.Companiesinmostindustriesarestudyingevaluatingimplementingloyaltystrategiesprogramsaimedatculti
5、vatingstrongrelationshipswiththeirbestcustomers.Thereasonsfthisemphasisonloyaltyarevaried.Certainlytheproliferationfragmentationofmediaoptionsmakeitmedifficulttoreachacquirenewcustomersplacinganindinateburdenoncompaniest
6、okeepcurrentcustomershappy.Beyondthemediareachchallengescustomeraudiencesaremebusyasaresultlessinclinedtoconsumeinterpretallthemessagestheyreceive.Mehouseholdsnowhavebothadultswkingleavinglesstimeftheconsumptionofmarketi
7、ngmessages.Memanagersinbusinessarewkinglonghoursfavarietyofreasonsleavinglesstimeftheconsumptionofmarketingmessagesaimedattheirbusiness.Loyaltymarketingisapopulartopicamongmarketers.TheDirectMarketingAssociationthewld’sl
8、argestfemostganizationfdirectmarketingchasingthesamething:maximizedshareofcustomer.BackgroundonloyaltyprogramsItstartedintheairlinebusiness.CongresspassedtheAirlineDeregulationActof1978phasingoutfederalcontrolofdomestica
9、irservicemarkingthebeginningoftheerainwhichmarketfcesdeterminefareslevelsofservice(GAORept1996).Airlinesstruggledfapointofdifferentiation.Inmanycasesfaresionservicewerefthemostpartequal.In1981AmericanAirlinesintroducedit
10、sfrequentflyerprogramAAdvantageofferingfreetravelinexchangefsomelevelofloyalty.UnitedAirlinesfollowedshtlyafterwardwithitsMileagePlusprogramsooneverycompanyinthetravelindustrycreatedparticipatedinonemeloyaltyprograms.Loy
11、altyprogramsinthetravelindustryhaveevolved.Whatstartedasafairlystraightfwardproposition“flywithuseventuallyflyfree”hasbecomemuchmesophisticated.Everyairlineprogramallowstravelerstoearnextramileswithhotelscarrentalcompani
12、escreditcardcompanies.Manyallowthreedifferentcreditcardoptions.IntheUSAirwaysDividendMilesprogramtravelersmayearnmilesonaVisaCardissuedbyNationsBanktheymayearnmilesonanAmericanExpressCardthroughMembershipRewardsonaDiners
13、ClubCardthroughClubRewards.Anewgenerationofinnovativeawardoptionshasemergedoverthepastfewyears.Everymajdomesticairlineoffersoptionstoearnmilesfdininglongdistancephoneserviceflowers.AmericanAirlinesallowsmembersofitsAAdva
14、ntageprogramtoearnmilesfthingslikemutualfundinvestmentsmtgagesaswell.Alltheseoptionsenhancementsevolvedovertimetheyevolvedbecausethebasicpropositiontothetravelerwascompelling.Theideaofearningfreetravelwasmotivationalachi
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