| 赢回策略对消费者行为影响的内在机理剖析 |
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| 引用本文： | 唐小飞,周庭锐,陈淑青.赢回策略对消费者行为影响的内在机理剖析[J].预测,2007,26(2):14-19,57. |
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| 作者姓名： | 唐小飞 周庭锐 陈淑青 |
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| 作者单位： | 西南交通大学,经济管理学院,四川,成都,610031 |
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| 摘 要： | 为了洞悉厂商赢回策略对消费者行为影响的内在机理,揭示价格促销使厂商陷入两难困境的深层次根源,本文把关系投资和价格促销这两种被市场普遍采用的营销策略引入研究。理论上分析了从赢回策略实施,到消费者感知,再到消费者行为的演变过程。研究表明,关系投资不但可以弥补价格促销易使厂商陷入两难困境的缺陷,而且是厂商赢得真正忠诚顾客的有效工具,并为厂商在激烈的市场竞争中取得优势竞争力提供了现实途径。
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| 关 键 词： | 赢回策略 消费者行为 内在机理 剖析 |
| 文章编号： | 1003-5192（2007）02-0014-06 |
| 收稿时间： | 2006-10-24 |
| 修稿时间： | 2006-10-24 |
An Investigation of Internal Mechanisms of the Influence of Win-back Strategies on Consumers' Behavior |
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| TANG Xiao-fei,ZHOU Ting-rui,CHEN Shu-qing.An Investigation of Internal Mechanisms of the Influence of Win-back Strategies on Consumers'''' Behavior[J].Forecasting,2007,26(2):14-19,57. |
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| Authors: | TANG Xiao-fei ZHOU Ting-rui CHEN Shu-qing |
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| Abstract: | In order to investigate the internal mechanisms of the influence of win-back strategies on consumers'behavior and the roots of dilemma plunged by price promotion,the paper introduce two widely used marketing strategies-relationship investment strategy and price promotion strategy,and theoretically analyze the evolvement process from implementing the win-back strategy,consumers'perception to consumers'behavior.The results show that relationship investment is a efficient tool to win true loyal consumers.The relationship investment strategy can not only offset the limitation of dilemma plunged by price promotion,but also provide a realistic approach to acquire preponderant competition power. |
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| Keywords: | win-back strategies consumers'behavior internal mechanisms investigation |
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