顧客品牌忠誠(chéng)度

1、畢業(yè)論文（設(shè)計(jì)）外文翻譯題目：論客戶關(guān)系管理在市場(chǎng)營(yíng)銷(xiāo)中的運(yùn)用 一、外文原文標(biāo)題：Customer Brand Loyalty原文：AbstractWith the appearance of deceptive sales, poor customer care and crooked promotion, keeping loyal customers becomes even more difficult .Even though pursuing consumer reliability costs time and effort, it is really the most valu

2、able asset of a successful company.Keywords: Customer care, Brand, Customer loyalty, Brand loyalty1. Back ground information of customer brand loyaltySince the world is a global marketing now, competition among diverse corporations has become more drastic. In order to seize hold of the advantaged po

3、sition in the marketplace, a mass of marketing specialists work out multifarious strategies to insure their triumph for a long time. Among these advanced strategies, developing and maintaining customer brand loyalty is considered to be a preferable option by more and more entrepreneurs. Nevertheless

4、, there are still lots of people who refuse to attempt to this technique. They assert that it is impossible to achieve the ideal target, especially in the developed marketing economy. One can clearly see that even though pursuing consumer reliability costs time and effort, it is really the most valu

5、able asset of a successful company.1.1 The definition of brand loyaltyBrand loyalty is defined as keeping preferable to a specific product or service (BNET Business Dictionary). To rephrase it, faithful purchasers trend to pay money for the same brand of merchandise, and speak highly of its values.

6、What more, they believe that their choice is better than others.1.2 The development of the conceptThe notion of purchaser trustworthiness came through a long time and changed a lot. In an article by Gonring (2008, p.29), customer brand was given the definition of product quality before the 1980s. Du

7、ring the late 1980s and near the beginning 1990s, its emphasis changed from quality to customers. Still, with the competitors coming into the market in the late 1990s, satisfying and caring much about the clients became a much more significant object of many corporations. Since then, people have pai

8、d more and more attention on customer to make more profits.1.3 Four types of loyaltyCustomer brand loyalty has many aspects. Rowley (2005, p.574) concludes that there are four types of loyalty: captive, convenience-seekers, contented and committed. Captive customers prefer repeatedly purchasing the

9、same product, service and brand because of lack of opportunities to substitute for alternatives. Convenience-seekers may not respect the brand itself, but look on the convenience that can carry. Contented consumers however, have a positive attitude to a brand, but they wont attempt to some extra con

10、sumption. The perfect one is the committed, who are active both in attitude and behavior.2. Consumer brand loyalty has a significant position in the marketing.2.1 Regarded as an essential feature of brand valueIt is admittedly true that shopper allegiance for a brand in truth contributes much to mar

11、keting. According to the concept of brand loyalty, it is regarded as the essential feature of brand value. The American Marketing Association gives it the explanation as “the situation in which a consumer generally pays money for the same manufacturer-originated product or service repeatedly over ti

12、me rather than buying from multiple suppliers within the category” or “the degree to which a consumer consistently purchases the same brand within a product class”(2006, qtd in Moisescu).The author draws attention to the fact that since other descriptive aspects of brand equity, such as considerable

13、 quality, associations and awareness, all have consanguineous relationship with purchase and appreciation, they can guarantee the level of brand loyalty. It follows that brand fidelity may add the satisfaction of other dimensions of brand value. For example, brand devotion always leads the payers to

14、 believe the perceived quality of the brand is better than others.2.2 Cut down costsThis strategy may facilitate vendors expend less but attain utmost money in the marketing. The work of Reichheld (2000, qtd in Banasiewicz) reveals that sellers have to waste as much as four times money to attract ne

15、w clients than to continue the loyal customer. On account of this, the author turned to a perfect statistic to prove this contention. He goes on to indicate that for an individual customer, you have to just spend 5 percent of wealth for keeping his loyalty; alternatively, you will receive 75% of pro

16、fits that he will bring in. It can be comprehended as acquiring new purchasers expend more money to advertising, giveaway and industry discount.2.3 Less sensitive to priceTypical loyal purchasers are less sensitive to price. Because of this, when a product mark up, they wont lessen the quantity of t

17、hey buy. It is the view of Reilly (2008) that loyal customers deem the assessment of the product. As a consequence, they strong believe their choices. In that case, they trend to center less on the price.2.4 Bring in new potential faithful consumersThe potential benefit that the loyal customers are

18、able to add is that they may bring in more new consumers. At the same time, these potential consumers are also possible to become the future loyal customers. A good example of this is that when one repeatedly buy the same brand cosmetic, and consider it convenient to use, he will recommend it to his

19、 classmates and girl friend. Hence, there is no wonder that people around always own the same brand of clothes as well as other commodity. In contrast, if people around me complain the poor quality of a brand to me frequently, I wont think of owning it as well.2.5 Benefit in global marketplaceMost o

20、f all, in the global economy, client brand dependability stands out as an important competitive weapon. Kust (2008, p.24) correctly argues that the world has switched into a global business in the last 10 decades; developing the brand loyalty globally is essential to enter the market. He goes on to

21、indicate that in order to keep a trust relationship with their consumer, corporations should create a customer brand loyalty program among customers.3. Difficulties sometimes stop businessmen from working out the technology.3.1 Purchasers refuse loyalty programsIt is a popular belief, however, that

22、we may find certain difficulties to face with consumer loyalty. First of all, Consumers are less willing to participate to customer loyalty program for several reasons. The excellent consumer loyalty program concludes both rewards and recognition; nevertheless, notwithstanding, the target doesnt mak

23、e sense in the modern society. Thomas (2009, qtd in Silverstein) draws attention to the fact that with customers facing an array of choices, they will be particular about what they buy; as a consequence, we are paying more attention on the rewards of a product. It means that little rewards wont sati

24、sfy us any more. In other words , it is the modern economy environment that makes it more difficult for the sellers to remunerate people.3.2 Loyal programs is incompleteYet another primary reason for non-participation is that customers have more requirements on loyalty program .According to Silverst

25、ein (2009), more than 50% of audiences complain that most loyalty programs look the same, so they lose interest to belong to any program. Worse still, some people who once took part in any loyalty program even drop out because of these two reasons. At the same time, some people content that companie

26、s entrepreneurs shouldnt rely absolutely on customer fidelity. A good example of this is that current loyalty program exists some drawbacks which make its function incomplete (2003, Uncles, p.294). The author examines that most people trend to pay money for the product they require. In simpler terms

27、, customers choose only one category of brands is an ideal condition.4. There are several infections of purchasers loyalty.While it is true that retaining loyalty meets a lot of trouble, there is something can be done to reduce the risks. It can be clearly be maintained that finding the complication

28、 of brand loyalty can aid us solve the problems. To begin with, they should have a deep analysis of the customers purchase inclination. For instance, what they would like to pay, how much they prefer to spent on the particular kind of good, and how often they go on shopping (Neuberger, 2008).4.1 Bra

29、nd reputationEnterprisers should pay more attention on the relationship of brand loyalty and brand reputation. Reference to Selnes (1996, p.19) reveals that, brand reputation is one of the most significant driver of brand loyalty, so it is efficient to pursue reputation for better consumer reliabili

30、ty. To put it briefly, having a good reputation means that customers are preferable for this product on attitude; hence, they will take action to buy this products. That is to say, brand reputation contributes to brand loyalty by increasing willingness and belief so that the attitude may change to b

31、ehavior.4.2 Brand imageBrand image play an important role in brand building, especially in customer dependability. As Reichheld (2001,qtd in Hsieh and Li, p.529) perceptively state that preferable brand image will lead consumers to conceive a perception of an organizations public relationship practi

32、ce, which matches the corporate reputation better. With this in mind, customers are more likely to retain optimistic faith, attitude, and action. It must be therefore be acknowledged that customer loyalty grows fast through approving brand image. 4.3 Consumers satisfaction4.3.1 Positive effect on a

33、single productThe evidence seems to be strong that when we talk about loyalty, we cant forget to mention customer satisfaction. Ha (2009, p.198) has expressed the view that satisfaction is a crucial factor of the customer performance and attitude. In the example, the researcher gets the data from di

34、fferent countries. Even though the culture is different, the result of the conclusion is the same.4.3.2 Weaker influence on brand aloneIt is a popular belief, however, that some people content that the condition of the effect of satisfaction depends. A good example of this is that when checking prod

35、uct singly, satisfaction is more indispensable. Conversely, its function becomes weaker in case of applying brand alone (2008, Torres-Moraga, p.302).4.4 Internal brandingInternal branding is also a valuable outcome of brand loyalty. Internal branding affects mostly the employees identification. What

36、s more, empolyees identification makes an positive effect on customer loyalty. It must therefore be recognized that internal branding contributes to customer loyalty (2009, Punjaisri, p.206).5. Corporations can do some effort to build and improve loyaltyAccording to the author, in order to achieve t

37、his goal, managers should use the street teams, brand reps, and brand Ambassadors. And yet, street teams will work well, only by the audience fit the target.5.1 Pay more attention on customer careCustomer care is considered a good point to building customer loyalty. As Webb (1999, p.72) has indicate

38、d that companies should think much about what the customers care. They can know much about the customers by asking a series of open-mind question. To be sure, the customer would like to talk deeply about their situation.5.2 Keep honest to customersNot only that, but also keeping honest to customers

39、may retain customers trust. As an illustration, online travel agency Orbitz Worldwide displays the actual price on the internet on the purpose of winning customers trust. On the contrary, numerous companies only show the basic rate on the internet. Actually, the price is a 15% higher (2009, Peterson

40、). If we customers are treated fairly on the price, we would like to give out our trust. 5.3 Measurement of loyalty Most of all, the measurement of the customer loyalty is another point that we need focus on. Turning to Terry,one finds that the good method to do measure is to separate 3 groups of th

41、e consumers according to the sore they receive. If they get the score 1-6, they are called detractors. The passives are those who have the score 7-8, and the promoters achieve are 9-10. Next, divide the total people who take part in the test with the promoters, and then you will get a percentage, wh

42、ich represents the level of your customer loyalty. He goes on to indicate that most companies get 10%-20% loyal clients.出處：Junjun Mao, International Journal of Business and Management J. Science and Education :July 2010. Vol. 5, No. 7 出處：616 International Journal of Management Vol. 27 No. 3 Part 2 D

43、ec 2010二、翻譯文章標(biāo)題：顧客品牌忠誠(chéng)度譯文：摘要：隨著銷(xiāo)售欺詐、顧客關(guān)注度降低、非法促銷(xiāo)這些現(xiàn)象的出現(xiàn)，維持客戶忠誠(chéng)變得越來(lái)越困難。盡管追求消費(fèi)者信譽(yù)度花費(fèi)時(shí)間和精力，但它的確是一家公司成功的寶貴資產(chǎn)。關(guān)鍵詞： 顧客關(guān)心，品牌，顧客忠誠(chéng)，品牌忠誠(chéng)1.顧客品牌忠誠(chéng)度的背景自從世界進(jìn)入全球化市場(chǎng)，公司之間的競(jìng)爭(zhēng)變得更加激烈。為了在市場(chǎng)上占領(lǐng)有利地位，為了確保長(zhǎng)期的勝利，營(yíng)銷(xiāo)專(zhuān)家制定出了多種戰(zhàn)略。在這些戰(zhàn)略之中，越來(lái)越多的企業(yè)家意識(shí)到開(kāi)發(fā)和維護(hù)好顧客忠誠(chéng)是一個(gè)最好的策略。然而，仍有許多人拒絕嘗試這種策略。他們斷言這是不可能達(dá)到目標(biāo)的，特別是在經(jīng)濟(jì)發(fā)展中的市場(chǎng)。 我們能清楚地看到盡管追求消費(fèi)者

44、信譽(yù)度花費(fèi)時(shí)間和精力，但它的確是一家公司成功的寶貴資產(chǎn)。1.1品牌忠誠(chéng)的定義品牌忠誠(chéng)定義是：一直以來(lái)特別喜好某種產(chǎn)品或服務(wù)。換句話說(shuō)，忠實(shí)的購(gòu)買(mǎi)者趨向于購(gòu)買(mǎi)同一品牌的商品，并且高度評(píng)價(jià)它的價(jià)值。同時(shí)，他們相信他們的選擇比其他人好。1.2概念的發(fā)展 顧客忠誠(chéng)這一概念的形成經(jīng)過(guò)了長(zhǎng)時(shí)間的演變，前后有很大的變化。Gonring在一篇文章上指出：在20世紀(jì)80年代之前，產(chǎn)品質(zhì)量被定義為顧客品牌。在20世紀(jì)80年代末20世紀(jì)90年代初，關(guān)注的重點(diǎn)從質(zhì)量變成了消費(fèi)者。20世紀(jì)90年代末，隨著競(jìng)爭(zhēng)者進(jìn)入市場(chǎng)，顧客滿意成為了許多公司的重大目標(biāo)。從那以后，為了獲得更多利潤(rùn)，人們花越來(lái)越多的精力在顧客身上。 1.

45、3忠誠(chéng)的四種類(lèi)型 顧客品牌忠誠(chéng)表現(xiàn)在許多方面。Rowley總結(jié)出有四種類(lèi)型的忠誠(chéng)：壟斷帶來(lái)的忠誠(chéng)、惰性忠誠(chéng)、利益忠誠(chéng)、信賴(lài)忠誠(chéng)。壟斷帶來(lái)的忠誠(chéng)顧客由于缺乏替代品而不得不一再購(gòu)買(mǎi)同一種產(chǎn)品、服務(wù)和品牌。惰性忠誠(chéng)客戶不是喜好品牌本身,而是因?yàn)橘?gòu)買(mǎi)的便利性。利益忠誠(chéng)顧客對(duì)品牌本身有一種積極態(tài)度，但是他們不會(huì)嘗試額外的消費(fèi)。最完美的是信賴(lài)忠誠(chéng)，有積極性態(tài)度同時(shí)也有積極性行為。2. 顧客品牌忠誠(chéng)在營(yíng)銷(xiāo)中重要作用2.1是品牌價(jià)值的一種本質(zhì)特征顧客的品牌忠誠(chéng)對(duì)市場(chǎng)營(yíng)銷(xiāo)有很大的貢獻(xiàn)這是誠(chéng)然正確的。從品牌忠誠(chéng)的概念里可以看出，它是品牌價(jià)值的一種本質(zhì)特征。一直以來(lái)消費(fèi)者購(gòu)買(mǎi)同一家制造商的產(chǎn)品或服務(wù)，而不是從其他供

46、應(yīng)商那里購(gòu)買(mǎi)或者消費(fèi)者一貫地購(gòu)買(mǎi)同一個(gè)品牌的產(chǎn)品，美國(guó)市場(chǎng)協(xié)會(huì)對(duì)這種情形給予它解釋。品牌的其他方面比如可感知的質(zhì)量、品牌聯(lián)合、品牌形象、有形展示等可以提升品牌忠誠(chéng)的水平，這個(gè)事實(shí)引起了作者的高度重視。因而斷定品牌忠誠(chéng)能增加品牌價(jià)值的滿意。比如說(shuō),品牌投入使得納稅人感覺(jué)這個(gè)品牌的產(chǎn)品質(zhì)量比其他的好。 2.2降低成本這個(gè)策略有助于降低供營(yíng)商成本，但是同時(shí)在市場(chǎng)營(yíng)銷(xiāo)上花費(fèi)更大金錢(qián)。Reichheld (2000, qtd in Banasiewicz)的研究表明：相對(duì)于維持一個(gè)老顧客，企業(yè)需要花費(fèi)多達(dá)四倍的成本來(lái)吸引新的客戶。鑒于此,筆者借助一個(gè)權(quán)威的統(tǒng)計(jì)量來(lái)證明這一論點(diǎn)。他表明：對(duì)于一名顧客您需要

47、花費(fèi)5%的利潤(rùn)用來(lái)維持他的忠誠(chéng)，然后你將會(huì)獲得他帶來(lái)的75%的利潤(rùn)?？梢赃@樣理解：為獲得新的客戶需要花費(fèi)更多的錢(qián)用來(lái)做廣告，提供免費(fèi)的樣品和行業(yè)的折扣。2.3對(duì)價(jià)格較不敏感典型的忠誠(chéng)客戶對(duì)價(jià)格不敏感。正因?yàn)槿绱?當(dāng)一個(gè)產(chǎn)品漲價(jià)時(shí)，他們不會(huì)減少他們的購(gòu)買(mǎi)量。可以根據(jù)這個(gè)來(lái)評(píng)估顧客忠誠(chéng)，這是Reilly (2008)的一個(gè)觀點(diǎn)。忠誠(chéng)客戶相信他們的選擇，使得他們很少關(guān)注價(jià)格。2.4帶來(lái)新的潛在的忠實(shí)顧客忠誠(chéng)客戶潛在的價(jià)值是：他們會(huì)給你帶來(lái)更多新的消費(fèi)者，同時(shí),這些潛在的消費(fèi)者可能成為忠誠(chéng)的顧客。關(guān)于這點(diǎn)一個(gè)很好的例子就是當(dāng)一個(gè)人多次購(gòu)買(mǎi)同種品牌的化妝品，并且認(rèn)為它使用方便，她就會(huì)把它推薦給同學(xué)和朋友

48、。難怪周?chē)娜丝偸琴?gòu)買(mǎi)相同品牌的衣服或其他商品。相反，如果我身邊的人經(jīng)常抱怨某品牌的質(zhì)量太差，我就不會(huì)使用它。2.5全球市場(chǎng)效益最重要的是在全球經(jīng)濟(jì)中, 客戶品牌忠誠(chéng)被認(rèn)為是一種重要的具有競(jìng)爭(zhēng)力的武器。Kust (2008, p.24)認(rèn)為,：在過(guò)去的十年里世界已經(jīng)進(jìn)入全球經(jīng)濟(jì)，而發(fā)展品牌忠誠(chéng)是進(jìn)入全球市場(chǎng)必要條件。他表示：為了和消費(fèi)者保持信任關(guān)系，公司應(yīng)制定維持顧客品牌忠誠(chéng)的策略。3.企業(yè)制定策略面臨的難題3.1購(gòu)買(mǎi)者抵制忠誠(chéng)度策略普遍發(fā)現(xiàn)，當(dāng)處理消費(fèi)者忠誠(chéng)時(shí)會(huì)遇到一定的困難。首先由于一些原因消費(fèi)者不愿意參與顧客忠誠(chéng)的策略。好的消費(fèi)者忠誠(chéng)策略包括獎(jiǎng)勵(lì)和認(rèn)可。然而盡管如此，該策略沒(méi)有在現(xiàn)代社會(huì)產(chǎn)生影響。Thomas關(guān)注的