我国大型超市顾客忠诚计划设计思路

目前我国大型超市在顾客忠诚计划运作方面存在的关键问题是缺乏战略思考、缺乏价值和缺乏管理。针对上述问题,提出了顾客忠诚计划开发与管理的思维方式及运作模式。从主客体两方面建立顾客忠诚计划的开发思路,用"双因素理论"的思想对忠诚计划的价值进行管理。

The Designing of Customer Loyalty Programs for China's Hyper Markets

At present, the key problem in China's hyper markets lies in the lack of strategic thinking, lack of value and lack of management in terms of their customer loyalty programs. In order to solve the above problem, this paper offers the thinking mode and operating mode to develop and manage the customer loyalty programs. It designs the thinking to develop the customer loyalty programs from two aspects of both subject and object parts and proposes the operating method based on "double-factor theory" to manage the value of customer loyalty program.