市场营销策略分析锁定顾客外文翻译文档格式.docx

市场营销策略分析锁定顾客外文翻译文档格式.docx

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原文：

CustomerLock-inMarketingStrategyAnalysisinMarketSubsection

Abstract:

Incontemporarymarketingtheory,morecareisbeinggiventotherelationmarketing,andtraditionallymarketingstrategybasedon4P’s（product,promotion,price,place）isneglectedandignored.Thepaperthinksthedeflectionisnotright,andthetraditionalmarketingtheorycontainssomefactorsandcomponentsofcontemporarycustomerlock-inmarketingtheory,thustraditionalmarketingtheorybasedonmarketingsubsectionisstillimportant.Thispaperhasanalyzedthefunctionoftraditionalmarketingstrategyincontemporaryandtheessenceaswell,andprobedthetacticofhowtoutilizethemarketingsubsectiontomeettheneedcustomerlock-instrategy.

Keywords:

Marketingsubsection,Customerlock-in,Strategy

1.Introduction

Thetheoreticalcircleandpracticalworkscaresmoreabouthowtobuildcustomerloyaltyandlockcustomersinspecificproductsandservicesduringmarketing.Traditionalmarketingtheory（transactionmarketing）andmodernmarketingtheory（relationshipmarketing）providedifferentstrategiestosolvethisproblem.

Traditionalmarketingtheoryattachesimportancetotransactionbehaviorbetweencustomersandproducers,adopts4P’Smodelwithcomprehensiveapplicationofproduct,price,placeandpromotion,andcarriesoutmarketsubsectionforcustomergroupssoastoattractcustomerstoenjoyacertainproductorservice.Inthemarketingmode,sinceproducersactivelyoffer,“customers,attentionplease”,thepreemptivemarketingmeasureattractscustomerstoachievetransactionofproductorservice.However,inamoreandmoresufficientlycompetitivemarket,otherproducersormanufacturerscanalsousethismeasuresothatitsuniquenessgraduallydisappears.Sincecustomerscannotbeconsistentlyattractedtospecificproductsandservices,themarketsubsectionstrategybasedonmarketingmodehasbeengraduallyreplaced.

Modernmarketingusesvariousrelationship-marketingmodessuchasrelevant,reaction,returnandrelationtoattainthemarketinggoal.Themarketingmodestressescustomerlock-in,usescontract,training,study,dataexchange,increaseofsearchingcostandloyaltycost,etc.Tolockcustomersinspecificproductsorserviced,andincreasescostofcustomerstotransfertootherlines.Anditbelievesthatmarketsubsectionasauniversalmarketingmethodcanbeadoptedandreferredbyotherproducerssothatmarketsubsectioncannothelpenterprisestoestablishtheirownuniqueenterprisecorecompetitivenessandthuswillbeneglectedandomitted.

Thepositionalchangeofmarketsubsectionstrategyfromtraditionalmarketingtheorytomodernmarketingtheorydeservesconsideration.Theresearchbelievesthatthepositionalchangemainlyliesinthefollowingaspects:

（1）Changeofenvironment.Alongwiththedevelopment,greatchangeshavetakenplaceinmarketenvironmentsinbothChinaandtheworld.Marketsofmaincountrieshaveturnedfromseller’smarkettobuyer’smarket.Afterbasicdemandsofcustomersaresatisfied,theysethigherrequirementsforproductsorservices.Inpreviousseller’smarket,becauseoffewersellersandmanydemanders,producerscanachievetransactionbehaviorsofproductsorservicesbysimplemarketsubsectionwithmeasuresofprice,place,promotionandproduct.However,inbuyer’smarket,duetomanysellersandhighsimilarityofseller’sproducts,customerscancomprehensivelycompare,movebetweendifferentsellers,andobviouslylosetheirloyaltytoproducts.Therefore,simplemarketsubsectioncanhardlyhelptransactionsoccur.Establishmentofpublicrelationscantraincustomers’dependenceonproductsandlockcustomersinspecificproductsandservices.

（2）Progressoftechnology.Theinformationtechnologyrevolutioninthe1990sresultsindecreasedlifecirclesofenterpriseproductsandacceleratedtechnologicalinnovations.Duetothedevelopmentdirectionofinformation,intelligence,agility,flexibility,integrationandgreenfortraditionalproductiontechnology,competitiveedgeonlyfromproductinnovationbyanysingleenterpriseistemporaryandotherenterprisescandevelopsimilarproductsinashorttime.Hence,thepreviousapproachofsimplemarketsubsectiontoseparateandidentifyproductsisalreadyoutdated,andtechnologicalfactorshaveremovedpreviouslystrictdifferencesbetweenproducts.Differencesinproductshaverelativelydiesout,somarketsubsectionismoredifficult.

Thoughmarketsubsectionstrategyasacrucialsupportfortraditionalmarketinghaslosesitsimportanceinmodernmarketingtosomeextent,theresearchbelievesthatmarketsubsectionstrategystillincludessomefactorsandcomponentsofmodernmarketingcustomerlock-intheoryeveninmodernrelationshipmarketing.Therefore,marketsubsectiontheoryisstillcriticalinmodernmarketingandcaneffectivelyhelptheconversionofmarketingtheoryandpracticefrom“consumers,attentionplease”to“pleasepayattention,customers”.Theresearchexplainsnecessityandfeasibilityofmarketsubsectiontheoryinmodernmarketinganddiscusseshowmarketsubsectionstrategyadaptstocustomerlock-in.

2.EssenceofCustomerLock-in

Thecoreofmodernmarketingthoughtistolockcustomersinspecificproductsandservicesthroughallkindsofrelationshipmarketing.Theprocessisrealizedbyaddedsearchingcostandtransfercostforcustomerstochooseproducts.Therearetwopremisesfortheformationofsearchingcostandtransfercostofcustomers:

Thefirstpremiseisrelativefinitenessofinformation.ThoughtherapiddevelopmentofInternettechnologyinthecurrentworldgreatlyreducesthedifficultyofinformation

acquisition,theinformationacquiredbypeopleisstillrelativeduetoalargeamountofandallkindsofinformation.Therefore,informationfinitenesstheoryisstillvalidinreality.Thesecondpremiseisimperfectcompetitionofmarket.Inidealeconomicmodels,marketisaperfectcompetitionmarketwithoutdifference.However,inreality,actualmarketisnotsosimple.Therearestillidentifiabledifferencesbetweendifferentproductmarkets.Thetwofactorsresultinsearchingcostandtransfercostofcustomers,aswellascustomerlock-inmechanismofsearchingcostandtransfercost.

2.1Customerlock-inprocessofsearchingcost

Searchingcostinfluencescustomers’consumptionbehaviorintwoaspects.Ontheonehand,searchingcostiscumulativesothatcustomerswillnotsearchendlessly.Beforedecidingtobuycommodities,consumerswillusuallysearchrelevantproductinformation,aswellascompareandevaluatecommoditiesaftersearchinginformation.Ittakessometimeandmoneytosearchandevaluate.Themoresearchtimesandthefasterfrequencies,thehigherthecumulativecostwillrise.Each

additionalsearchmeansanaccumulationofsearchingcost,usuallywithoutdefinitegains.So,consumerstendtoendsearchbeforesearchingallproductinformation.Ontheotherhand,onthebasisofsearchingcostaccumulation,consumerstendtosavesearchingcostandachievethetendencybyhabitualbuyingbehavior.Thehabitualbuyingbehavioristhecustomerlock-inbehavior.Thoughtherearesomeexcellentchoicesinreality,consumerswillneglecttheinformationconflictingwiththeir

knowninformation.Theythinkwhattheyknowisthefact,whichisperhapsincorrectbutisenoughforthemtotakeaction.

2.2Customerlock-inprocessoftransfercost

Transfercostisthecostexpressedintheprocessthatconsumerstransferredfromconsumptionofonecommoditytoconsumptionofanothercommoditywithsimilarfunctionsproducedbyothermanufacturers.Thecostisvirtuallythelossofspecificassets.Specificassetslieintwoaspects.Oneisexperience,skillandefficiencyformedbylearningcurve.Afteraconsumercanskillfullyoperateoneproduct,theexperience,skillandproficiencyhavebeenconvertedtotheconsumer’sownspecificassets,andhereallymastersit.Wheneverconsideringconsumptionofotherproducts,theconsumerwillthinkofassetslossandheisthuslockedinaspecificconsumptionfield.Theotheristhespecificassetarisingfromcommodityexternality,andthespecificityresultsfromtechnicalstandardsforcommodities.WhenmostofconsumersuseWord,lesspeopleliketouseWPSbecauseofdifficultfileexchangebetweenusers.Asmoreandmoreconsumersbuyacertainproduct,theexternalityisexpressedmorestronglywithevidentlock-ineffects.

3.ActionofMarketSubsectiononCustomerLock-in

WendellR.Smith,Americanmarketingexpert,,raisedtheconceptofmarketsubsectioninthemiddleof1950s.Marketsubsectionisthecourseofdividingthewholemarketintoseveraldifferentconsumergroupswithsystemicmethodsandthenchoosingrightsub-marketasthetargetmarketofenterpriseserviceaccordingtoconsumers’differencesonmarketdemand,purchasingmotivation,purchasingbehaviorandpurchasingcapability.Whichistosay,marketsubsectionisthecourseofdividingthemacro-marketintoseveralsub-marketswithsharedcharactersaccordingtoconsumers’desireanddemand（macro-marketisusuallytoolargetobeservedbyenterprises）.Duringthiscourse,marketsubsectionhasfunctionsofreducingsearchingcostandincreasingtransfercost.

（1）Marketsubsectionhasfunctionofreducingsearchingcost.Consumerdecision-makingbehavioristhecourseofsearching,comparingandchoosingtoproductandservice.Thiscourseistheactivebehaviorofconsumer,whoneedstochoosetherequiredproductaftercomparingnumerousandvariouscommoditiesinthewholemarket.Cumulativesearchingcostisquitehigh.Afterprocessingmarket

subsection,enterpriseswouldcustomiz