【摘要】：自從1981年美國航空公司推出航空常飛計(jì)劃以來,忠誠計(jì)劃在實(shí)踐中得到普遍的運(yùn)用,如零售業(yè)的頻繁購買計(jì)劃、航空公司常旅客計(jì)劃等�，F(xiàn)代生活中,信用卡的使用越來越普遍,尤其是隨著生活的快節(jié)奏變化,信用卡結(jié)算已成為人們結(jié)算的一種重要方式,然而個(gè)人擁有多張信用卡的現(xiàn)象也越來越多,這時(shí)消費(fèi)信用卡的品牌選擇成了銀行相關(guān)部門關(guān)注的焦點(diǎn),采用一定的消費(fèi)激勵(lì)機(jī)制吸引消費(fèi)者使用本行的信用卡以至于達(dá)到重復(fù)消費(fèi)的目的。 信用卡的激勵(lì)機(jī)制即忠誠計(jì)劃從先前的辦卡禮物贈(zèng)送,到后來的消費(fèi)積分禮物贈(zèng)送,依據(jù)積分對(duì)客戶進(jìn)行重點(diǎn)客戶劃分及其他方面的特惠辦法等,其基本目的是在一個(gè)有利可圖的細(xì)分市場通過為優(yōu)質(zhì)顧客提供更多消費(fèi)價(jià)值和顧客滿意來建立激勵(lì)重復(fù)消費(fèi)機(jī)制。在信用卡積分激勵(lì)計(jì)劃中,顧客感知價(jià)值能否激勵(lì)顧客的計(jì)劃忠誠,進(jìn)而能否樹立消費(fèi)者的品牌忠誠,這在國內(nèi)外研究領(lǐng)域中只有少數(shù)學(xué)者涉及,中國現(xiàn)階段的信用卡的激勵(lì)計(jì)劃與計(jì)劃忠誠和品牌忠誠的關(guān)系更是一個(gè)值得研究的問題。 本研究將從顧客感知價(jià)值的視角出發(fā),圍繞忠誠計(jì)劃能否創(chuàng)造顧客忠誠這一核心的問題進(jìn)行研究。首先探討忠誠計(jì)劃中感知價(jià)值,并按照價(jià)值性質(zhì)將其歸納劃分為經(jīng)濟(jì)功能價(jià)值與社交情感價(jià)值；其次關(guān)注忠誠計(jì)劃背景下顧客忠誠特有的分類方式,即計(jì)劃忠誠與品牌忠誠,特別是計(jì)劃忠誠的行為層面；最后探討不同感知價(jià)值對(duì)不同類型的顧客忠誠的作用,并辨析各類忠誠之間的聯(lián)系和區(qū)別。本文研究結(jié)果將為銀行信用卡部門提供制定積分激勵(lì)機(jī)制的依據(jù),清楚顧客信用卡消費(fèi)動(dòng)機(jī),抓住關(guān)鍵因素,促使消費(fèi)者重復(fù)消費(fèi),培養(yǎng)消費(fèi)者的品牌忠誠,更好的實(shí)現(xiàn)積分激勵(lì)機(jī)制的目的。
[Abstract]:Since 1981, when American airlines launched the airline frequent flight program, loyalty programs have been widely used in practice, such as the frequent purchase plan in retail industry and the frequent passenger plan of airlines, and so on. In modern life, the use of credit cards is becoming more and more common, especially with the rapid pace of life changes, credit card settlement has become an important way for people to settle, but individuals have more and more credit card phenomenon. At this time, the brand selection of consumer credit card has become the focus of the bank departments concerned, using a certain consumption incentive mechanism to attract consumers to use their credit cards so as to achieve the purpose of repeated consumption. The incentive mechanism of the credit card is the loyalty plan from the previous gift to the later consumption point gift giving, according to which the key customer division and other preferential methods are carried out. Its basic purpose is to establish a mechanism to encourage repeated consumption in a profitable market segment by providing more consumer value and customer satisfaction for high quality customers. In credit card score incentive plan, whether customer perceived value can motivate customer's plan loyalty, and then establish consumer brand loyalty, which is only concerned by a few scholars in the field of domestic and foreign research. The relationship between credit card incentive plan and plan loyalty and brand loyalty in China is a problem worth studying. From the perspective of customer perceived value, this study will focus on whether loyalty plan can create customer loyalty. Firstly, it discusses the perceived value in loyalty plan, and divides it into economic function value and social emotional value according to the nature of value. Secondly, it focuses on the specific classification of customer loyalty in the context of loyalty plan, that is, plan loyalty and brand loyalty, especially the behavior level of plan loyalty; Finally, it discusses the effect of different perceived values on different types of customer loyalty, and analyzes the relationship and difference between different types of loyalty. The results of this study will provide the basis for the credit card department to establish the credit card incentive mechanism, clear customer credit card consumption motivation, grasp the key factors, promote consumer repeat consumption, cultivate consumer brand loyalty. Better achieve the goal of integral incentive mechanism.
【學(xué)位授予單位】：東北大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2009
【分類號(hào)】：F274;F224

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