The Study of the Influence of Brand on the Loyalty Card Targeted Promotion
The 2×10 experimental method is conducted in the paper to research the consumers difference on owning wishes , loyalty card acquiring method preference and promotion effect of loyalty card between famous brands and nonfamous brands. The result of the research is as follows: the consumers loyalty card owning wishes of famous brands is stronger than that of non-famous brands; the preference of three loyalty card acquiring method-“buying, “buy gift and “buying+10-has not significant difference between famous brands and non-famous brands; when consumers only can obtain the loyalty card through “buying, there is no significant difference between the loyalty card price of famous brands and non-famous brands; when consumers only can obtain the loyalty card through “buying gift, the amount of “threshold which consumers are willing to pay for the loyalty card of famous brand is higher than that of non-famous brands ; when consumers only can obtain the loyalty card through “buying+10, the consumers of famous brands who regard this method as acceptable is more than that of non-famous brands.; The will and behavior of information search of members of famous brand corporation is less than that of non-famous brands corporation; the repurchasing behavior of members of famous brand corporation is more than that of non-famous brand corporation; The oral spreading will of members of famous brand corporation is stronger than that of non-famous brand corporation and the members perceived value of famous brand loyalty card after being used is higher than that of non-famous brand loyalty card.
Yu Su Chunni Zhao
The School of Commerce Tianjin University of Commerce Tianjin,China
国际会议
International Conference on Management and Service Science(2011年第五届管理与服务科学国际会议 MASS 2011)
武汉
英文
1-9
2011-08-12（万方平台首次上网日期，不代表论文的发表时间）