广东11选5

口碑营销实话实说

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  • 口碑营销实话实说

  • 发布时间:2017-1-19    文:

  • 广东11选5RUGUONIMEIJIANGYIWEIPENGYOUDAIDAONIDEFAXINGSHINEILI,TAJIUJINI10MEIYUAN,NEIMENIKENENGHUIGENGYOUXINGQUXIANGPENGYOUBIAOSHI,TASHIGEDUOMEBUDELEDEFAXINGSHI;HUOXU,WEILEJITAYINJIANKEHU,NIHAIHUIJIEJIAOXINPENGYOU。

    ZHEIZHONGXIYINKEHUDEFANGFA,SHIYIZHONGCHENGWEI“TUIJIANJIHUA”(referralprogram)DE“KOUBEIYINGXIAO”(word-of-mouth,JIANCHENGWOM)XINGSHI。ZHEIZHONGJIHUAYIJINGBEIZHURUMEIGUOGONGGONGGUANGBODIANSHIGONGSI(PBS)ZHEILEIFEIYINGLIXINGZUZHIYINGYONGLESHUSHINIANZHIJIU。YUCITONGSHI,CONGJINRONGFUWUDAOQICHEXIAOSHOU,CONGBAOZHIDINGYUEDAOJIUDIANXINGYE,LEISIJIHUABIANDEYUELAIYUELIUXINGLE。WODUNSHANGXUEYUANSHICHANGYINGXIAOXUEJIAOSHOUFAN·DENG·BUERTE(ChristopheVandenBulte,YIXIAJIANCHENG“BUERTE”)RENWEI,KEHUTUIJIANJIHUASHIXIYINGAOZHILIANGKEHUDEYOUXIAOTUJING。“ZHEISHIYIZHONGJINLAIBIANDEYUELAIYUEYOUXIYINLIDELAOBANFA。XIANZAI,WOMENYOUQUEZAODEZHENGJUZHENGMINGZHEIZHONGYINGXIAOFANGSHIDEJINGJIXIAOYI。”

    广东11选5YIPIANTIWEI《TUIJIANJIHUAHEKEHUJIAZHI》("ReferralProgramsandCustomerValue")(ZHEIPIANLUNWENJIANGKANDENGZAIMEIGUOSHICHANGYINGXIAOXIEHUI(AmericanMarketingAssociation,JIANCHENGAMA)2011NIAN1YUEDE《SHICHANGYINGXIAOYANJIUZAZHI》(JournalofMarketing)SHANG。)DEYANJIULUNWENTANDAO,JIUQIYEXIYINXINKEHUERYAN,KEHUTUIJIANJIHUAQUESHISHIYIZHONGZAIJINGJIXIAOYISHANGPOJUXIYINLIDEFANGSHI。ZHEIXIANGYOUBUERTEYUDEGUOFALANKEFUGEDEDAXUE(Goethe-University)JIAOSHOUBEIENDE·SIKELA(BerndSkiera)HEBOSHISHENGFEILIPU·SHIMITE(PhilippSchmitt)LISHI3NIANHEZUOWANCHENGDEYANJIU,DUIDEGUOYIJIADINGJIYINXING(LUNWENMEIYOUTOULUGAIYINXINGDEMINGCHENG)DEKEHUTUIJIANJIHUAJINXINGLEGENZONGDIAOCHA。ZHEIJIAYINXINGDETUIJIANJIHUAGUIDING,GAIYINXINGDEKEHUMEIDAILAIYIWEIXINKEHU,YINXINGBIANWEIQIZHIFU25OUYUANDECHOUJIN。

    广东11选5BUERTERENWEI,ZHEIXIANGYANJIUYUFALANKEFUDETONGRENHEZUOBINGFEIQIAOHE,YINWEIZHEISHIYIGEBEIRENMENSHIWEIOUYUANQUJINRONGZHIDOUDECHENGSHI,TABUDANSHIOUZHOUZHONGYANGYINXING(EuropeanCentralBank)、DEGUODEZHONGYANGYINXINGDEYIZHILIANBANGYINXING(Bundesbank)YIJIOUZHOUQIHUOYUQIQUANJIAOYISUO(Eurex)DESUOZAIDI,ERQIEYESHIDEYIZHIYINXING(DeutscheBank)、DEGUOSHANGYEYINXING(Commerzbank)HEDEGUOFUXINGXINDAIYINXING(KfW)DENGJIGEDAXINGYINXINGDEDABENYING。

    ZHEIXIANGYANJIUDEMUBIAOYOULIANGGE,BUERTETANDAO,“QIZHONGYOUHENDUOSHIYOUGUANKOUBEIYINGXIAODETANTAO,TONGSHIYEYOUHENDUOSHIGUANYUTONGGUOSHEHUIGUANXIZHUANQIANDETAOLUN。WOMENDESHOUYAOMUBIAO,SHIYAOKANKANKEHUTUIJIANJIHUASHIFOUZHENDINENGBASHEHUIZIBENZHUANHUAWEIJINGJIZIBEN。DIERGEMUBIAOSHI,WOMENXIWANGNENGTICHUYITAOPINGJIAKEHUTUIJIANJIHUAYOUXIAOXINGDEFANGFA,YITAOXUDUOJINGLIRENDOUKEYILIYONGTAMENZHANGWODESHUJUHEGONGJUQINGSONGSHISHIDEFANGFA。”

    LIYONGZHEIJIAYINXINGYU2006NIANHUODEDE1WANMINGKEHUDESHUJUKUXINXI——ZAIZHEIXIEKEHUZHONG,DAYUEYIBANLAIZIZHEIJIAYINXINGDETUIJIANJIHUA,LINGYIBANLAIZIZHIJIEYOUJIANGUANGGAOHEQITAGUANGGAODENGCHUANTONGDEYINGXIAOTUJING——ZHEIXIANGYANJIUSHITUNONGQINGYIXIASANGEWENTI:

    广东11选5·BEITUIJIANDEKEHUWEIYINXINGDAILAIDELIRUNBIQITAKEHUGENGGAOMA?

    ·BEITUIJIANDEKEHUBIQITAKEHULIUZAIYINXINGDESHIJIANGENGZHANGMA?

    ·BEITUIJIANDEKEHUDE“KEHUZHONGSHENJIAZHI”(customerlifetimevalue,JIANCHENGCLV,ZHIYIWEIKEHUYUMOUYIQIYEJIAOWANGDEZHENGGESHIJIANNEI,WEIQIYECHUANGZAODESUOYOULIRUNDEJINGXIANZHI)GENGGAOMA?

    ZHEIXIANGYANJIUDEJIEGUOBIAOMING,SUOYOUWENTIDEDAANDOUSHIKENDINGDE。

    广东11选5CONG2006NIAN1YUEZHI2008NIAN9YUE,ZAIZONGJI33GEYUEDESHIJIANLIDUIKEHUHUODONGSUOZUODEYIXIANGFENXIBIAOMING,BEITUIJIANDEKEHUDAILAIDELIRUNQUESHIGAOYUQITAKEHU。QICHU,ZHEIZHONGCHAYISHIXIANGDANGKEGUANDE,BUGUO,SUIZHESHIJIANDETUIYI,CHAYIZHUJIANSUOXIAO,DAYUE1,000TIANZHIHOU,LIANGZHEDECHAYIXIAJIANGZHILING。

    广东11选5BUERTEZHICHU,ZHEIZHONGXIANXIANGYU“GENGJIAPIPEIJIZHI”(better-matchingmechanism)SHIYIZHIDE,MASHENGLIGONGXUEYUAN(MIT)DEJINGJISHEHUIXUEJIAZAIYUANGONGTUIJIANJIHUAYANJIULUNWENZHONGJISHULEZHEIZHONGJIZHI。YUANGONGTUIJIANJIHUAGUIDING,GONGSIDEXIANYOUYUANGONGDAIRUXINGUYUANKEHUODEBAOCHOU,ZHEIZHONGSHIJIANZAIGAOKEJIQIYEZHONGYOUWEILIUXING。

    “ZUOWEIYIMINGKEHU,WOBIFEIKEHUGENGLEJIEWODEYINXING。TONGSHI,WOYEBIWODEYINXINGGENGLEJIEWODEPENGYOU。”BUERTEZHICHU。“WOBIYINXINGGENGQINGCHUNAWEIPENGYOUSHIHEZHEIJIAYINXING,FANZHIYIRAN。GENGJIAPIPEIJIZHIDEGENJUZAIYU:XIANYOUDEKEHUJILEJIEYINXING,YOULEJIEQIANZAIKEHU,SUOYI,TAMENYONGYOUPINGGUERZHEZHIJIANSHIHECHENGDUDEJUEHAOXINXI。JIYUZHEIXIEXINXI,WOZHIHUITUIJIANWOJUEDEFEICHANGSHIHEZHEIJIAYINXINGDEQIANZAIKEHU。”

    ZAIZHEIXIANGYANJIUDECHUSHIJIEDUAN,BEITUIJIANKEHUWEIYINXINGCHUANGZAODELIRUN,BINEIXIETONGGUOCHUANTONGSHICHANGYINGXIAOSHOUDUANHUODEDEKEHUGENGGAO,ZHEIZHONG“GENGYOUPIPEI”DEJIZHIWEIZHEIYIXIANXIANGTIGONGLEJIESHI。PIPEILIANGHAODEKEHUQUESHINENGYIGENGDIDECHENGBENWEIQIYEDAILAIGENGDUODESHOURU。

    广东11选5RANER,SUIZHEYINXINGKAISHIWEIXINKEHUFUWU,SHUANGFANGCONGTAMENZHIJIANDEHUDONGZHONGZHUJIANLEJIELEDUIFANG,ZHEISHIHOU,SHUANGFANGJIUBUBIZAIYILAIGONGTONGSHUZHIDEDISANFANG(DANGCHUDETUIJIANREN)LE。SUIZHEYINXINGHEXINKEHUGUANXIDEJINYIBUFAZHAN,YUANZIGENGYOUPIPEIDEZUICHUXINXIDEYOUSHIZHUJIANJIANRUO。LIRUNYOUSHIYESHIRUCI。YINCI,GENGJIAPIPEIDEXIAOYINGYEWEIBUTONGKEHUDELIRUNCHAYIHUISUIZHESHIJIANDETUIYIERZHUJIANSUOXIAOTIGONGLEJIESHI。

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