关系投资和价格促销的价值比较研究

过去营销界一直把关系投资和价格促销策略作为获得新顾客和提高现有顾客满意度的主要工具。然而关系投资和价格促销作为流失顾客的赢回策略,对于失而复得的顾客而言,哪种策略能令顾客更满意,购买更多,能使厂商绩效更好,是我们需要解答的问题。本文通过对酒店业的抽样调查数据分析发现:第一,用关系投资策略赢回顾客的满意度和购买份额较用价格促销策略赢回的顾客更高。第二,在关系投资策略的影响下,价格敏感度高(低)的顾客满意度与购买份额之间拟合的函数曲线边际递减(递增);在价格促销策略影响下,价格敏感度高(低)的顾客满意度与购买份额之间拟合的函数曲线边际递增(递减)。第三,注重价格促销策略的酒店,其绩效低于注重关系投资策略的酒店,绩效的稳定性也相对较差。研究对指导企业管理实践具有重要参考价值。

A Comparison between the Value of Investment in Relationship and the Value of Promotion by Price

In the past, the marketing circle kept taking the strategy of investment in relationship (IIR) and that of promotion by adjusting prices (PBAP) as mains tools used to win new customers and to increase the degree of client's satisfaction. But the question we need to answer is: which strategy, in terms of winning back lost customers, can give them more contentment and make them buy more and advance the performance of manufactures? The strategy of IIR, or that of PBAP? By the analysis of the data from our sample survey of hotel industry, we have discovered that (1) the IIR strategy can win back greater degree of customers' satisfaction and purchase proportion than the PBAP strategy; (2) under the influence of IIR strategy, the functional curve of conformity between the degree of satisfaction of highly (lowly) price-sensitive customers and their purchase share is marginally degressive (progressive); under the impact of the PBAP strategy, the above-mentioned curve is marginally progressive (degessive); (3) the performance of hotels stressing the PBAP strategy is poorer than that of hotels emphasizing the IIR strategy; and the same is true with the stability of performance. Our study is of significant value of reference to guidance in the practice of business management.