市场营销策略分析锁定顾客外文翻译文档格式.docx

1、原文：Customer Lock-in Marketing Strategy Analysis in Market SubsectionAbstract: In contemporary marketing theory, more care is being given to the relation marketing, and traditionally marketing strategy based on 4Ps （product, promotion, price, place） is neglected and ignored. The paper thinks the defl

2、ection is not right, and the traditional marketing theory contains some factors and components of contemporary customer lock-in marketing theory, thus traditional marketing theory based on marketing subsection is still important. This paper has analyzed the function of traditional marketing strategy

3、 in contemporary and the essence as well, and probed the tactic of how to utilize the marketing subsection to meet the need customer lock-in strategy.Keywords: Marketing subsection, Customer lock-in, Strategy1 .IntroductionThe theoretical circle and practical works cares more about how to build cust

4、omer loyalty and lock customers in specific products and services during marketing. Traditional marketing theory （transaction marketing） and modern marketing theory （relationship marketing） provide different strategies to solve this problem.Traditional marketing theory attaches importance to transac

5、tion behavior between customers and producers, adopts 4PS model with comprehensive application of product, price, place and promotion,and carries out market subsection for customer groups so as to attract customers to enjoy a certain product or service. In the marketing mode, since producers activel

6、y offer, “customers, attention please”, the preemptive marketing measure attracts customers to achieve transaction of product or service.However, in a more and more sufficiently competitive market, other producers or manufacturers can also use this measure so that its uniqueness gradually disappears

7、. Since customers cannot be consistently attracted to specific products and services, the market subsection strategy based on marketing mode has been gradually replaced.Modern marketing uses various relationship-marketing modes such as relevant, reaction, return and relation to attain the marketing

8、goal. The marketing mode stresses customer lock-in, uses contract,training, study, data exchange, increase of searching cost and loyalty cost, etc. To lock customers in specific products or serviced, and increases cost of customers to transfer to other lines. And it believes that market subsection a

9、s a universal marketing method can be adopted and referred by other producers so that market subsection cannot help enterprises to establish their own unique enterprise core competitiveness and thus will be neglected and omitted.The positional change of market subsection strategy from traditional ma

10、rketing theory to modern marketing theory deserves consideration. The research believes that the positional change mainly lies in the following aspects:（1） Change of environment. Along with the development, great changes have taken place in market environments in both China and the world. Markets of

11、 main countries have turned from sellers market to buyers market. After basic demands of customers are satisfied, they set higher requirements for products or services. In previous sellers market, because of fewer sellers and many demanders ,producers can achieve transaction behaviors of products or

12、 services by simple market subsection with measures of price, place, promotion and product. However, in buyers market, due to many sellers and high similarity of sellers products, customers can comprehensively compare, move between different sellers, and obviously lose their loyalty to products. The

13、refore, simple market subsection can hardly help transactions occur. Establishment of public relations can train customers dependence on products and lock customers in specific products and services.（2） Progress of technology. The information technology revolution in the 1990s results in decreased l

14、ife circles of enterprise products and accelerated technological innovations. Due to the development direction of information, intelligence, agility, flexibility, integration and green for traditional production technology, competitive edge only from product innovation by any single enterprise is te

15、mporary and other enterprises can develop similar products in a short time. Hence, the previous approach of simple market subsection to separate and identify products is already outdated, and technological factors have removed previously strict differences between products. Differences in products h

16、ave relatively dies out,so market subsection is more difficult.Though market subsection strategy as a crucial support for traditional marketing has loses its importance in modern marketing to some extent, the research believes that market subsection strategy still includes some factors and component

17、s of modern marketing customer lock-in theory even in modern relationship marketing. Therefore, market subsection theory is still critical in modern marketing and can effectively help the conversion of marketing theory and practice from “consumers, attention please” to “please pay attention, custome

18、rs”. The research explains necessity and feasibility of market subsection theory in modern marketing and discusses how market subsection strategy adapts to customer lock-in.2. Essence of Customer Lock-inThe core of modern marketing thought is to lock customers in specific products and services throu

19、gh all kinds of relationship marketing. The process is realized by added searching cost and transfer cost for customers to choose products. There are two premises for the formation of searching cost and transfer cost of customers: The first premise is relative finiteness of information. Though the r

20、apid development of Internet technology in the current world greatly reduces the difficulty of informationacquisition, the information acquired by people is still relative due to a large amount of and all kinds of information. Therefore, information finiteness theory is still valid in reality. The s

21、econd premise is imperfect competition of market. In ideal economic models, market is a perfect competition market without difference. However, in reality, actual market is not so simple. There are still identifiable differences between different product markets. The two factors result in searching

22、cost and transfer cost of customers, as well as customer lock-in mechanism of searching cost and transfer cost.2.1 Customer lock-in process of searching costSearching cost influences customers consumption behavior in two aspects. On the one hand,searching cost is cumulative so that customers will no

23、t search endlessly. Before deciding to buy commodities, consumers will usually search relevant product information, as well as compare and evaluate commodities after searching information. It takes some time and money to search and evaluate.The more search times and the faster frequencies, the highe

24、r the cumulative cost will rise. Eachadditional search means an accumulation of searching cost, usually without definite gains. So,consumers tend to end search before searching all product information. On the other hand, on the basis of searching cost accumulation, consumers tend to save searching c

25、ost and achieve the tendency by habitual buying behavior. The habitual buying behavior is the customer lock-in behavior. Though there are some excellent choices in reality, consumers will neglect the information conflicting with theirknown information. They think what they know is the fact, which is

26、 perhaps incorrect but is enough for them to take action.2.2 Customer lock-in process of transfer costTransfer cost is the cost expressed in the process that consumers transferred from consumption of one commodity to consumption of another commodity with similar functions produced by other manufactu

27、rers. The cost is virtually the loss of specific assets. Specific assets lie in two aspects. One is experience, skill and efficiency formed by learning curve. After a consumer can skillfully operate one product, the experience, skill and proficiency have been converted to the consumers own specific

28、assets,and he really masters it. Whenever considering consumption of other products, the consumer will think of assets loss and he is thus locked in a specific consumption field. The other is the specific asset arising from commodity externality, and the specificity results from technical standards

29、for commodities. When most of consumers use Word, less people like to use WPS because of difficult file exchange between users. As more and more consumers buy a certain product, the externality is expressed more strongly with evident lock-in effects.3 .Action of Market Subsection on Customer Lock-in

30、Wendell R.Smith,American marketing expert,raised the concept of market subsection in the middle of 1950s. Market subsection is the course of dividing the whole market into several different consumer groups with systemic methods and then choosing right sub-market as the target market of enterprise se

31、rvice according to consumers differences on market demand, purchasing motivation,purchasing behavior and purchasing capability. Which is to say, market subsection is the course of dividing the macro-market into several sub-markets with shared characters according to consumers desire and demand （macr

32、o-market is usually too large to be served by enterprises）. During this course,market subsection has functions of reducing searching cost and increasing transfer cost.（1） Market subsection has function of reducing searching cost. Consumer decision-making behavior is the course of searching, comparin

33、g and choosing to product and service. This course is the active behavior of consumer, who needs to choose the required product after comparing numerous and various commodities in the whole market. Cumulative searching cost is quite high. After processing marketsubsection, enterprises would customiz