回报计划对重复购买行为模式的影响研究被引量：9

Effect of Reward Programs on Repeatpurchase Behavior Patterns

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摘要客户回报计划已成为一种重要的关系营销手段。本文在讨论回报计划如何对稳定市场结构下的重复购买行为产生影响的基础上,通过建立NBD-DM随机模型,提供了一种研究消费者重复购买行为的模型方法,并利用一组护肤品品类销售的固定样本组数据(panel data)对该方法进行了实证分析。结果表明NBD-DM模型是研究消费者重复购买行为的有效模型方法,并且证实回报计划在改变客户重复购买行为上的有效性,其是企业建立长期客户关系的有效手段。最后讨论了结论对战略及营销管理实践的意义。 Customer reward programs are currently increasing in popularity in customer relationship management. Based on analysis of customer repurchase behavior, we present a NBD - DM stochastic model to estimate the efficiency of reward programs, and validate the model by the panel data of cosmetic sale. Results show that modeling methods used in this article can become an effective tool to analyze the customer repeat - purchase behavior and the efficiency of reward programs be confirmed, moreover the double jeopardy phenomenon is present for cosmetic market and＂ excess loyalty＂ deviations are observed for all the reward program brands. Therefore, reward programs provide an opportunity to build longer relationships with customers. The marketing implications to enterprise are discussed.

作者马宝龙李金林李纯青王高

机构地区北京理工大学管理与经济学院清华大学经济管理学院

出处《数理统计与管理》 CSSCI 北大核心 2007年第3期457-467,共11页 Journal of Applied Statistics and Management

基金国家自然科学基金的资助项目批准号:70572009

关键词回报计划重复购买行为 NBD-DM模型 Reward programs repurchase behavior NBD - DM stochastic model

分类号 F224 [经济管理—国民经济]

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