摘要
顾客情感逐步成为企业获取持续竞争优势的主导。企业只有以顾客情感为主体,满足顾客情感和谐才能保证顾客忠诚。本文基于顾客情感驱动因素分析,运用和谐理论与系统论对营销中顾客情感状态进行研究,构建情感营销机制,并通过建立情感营销驱动模式来促进顾客情感和谐。同时,提出情感和谐度作为情感营销驱动效应的评价指标。最后,针对企业如何促进顾客情感和谐提出相应建议。
Customer emotion has become dominant for a company to gain sustainable competitive advantage, and it only meets customer emotion harmonious to keep customer loyal. On the base of customer emotion facts, this paper uses the harmonious and system theory to analyze the emotion, and bring out the emotional marketing mechanism and establish emotional marketing driving model to promote emotion harmonious. At same time it takes emotion harmonious degree as the index to estimate the driving effect. This paper also put forward the advices to advance emotion harmonious.
出处
《预测》
CSSCI
2007年第2期25-29,共5页
Forecasting
基金
国家自然科学基金资助项目(10671108)
山东省自然科学基金资助项目(Y2005A04)
关键词
情感和谐
营销驱动模式
顾客忠诚
emotional harmonious
marketing driving model
customer loyalty
