顧客品牌忠誠度外文翻譯

1、<p>　　中文3032字，1990單詞</p><p><b>　　外文原文 </b></p><p>　　標(biāo)題:Customer Brand Loyalty </p><p><b>　　原文: </b></p><p><b>　　Abstract </b>&l

2、t;/p><p>　　With 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,

3、 it is really the most valuable asset of a successful company. </p><p>　　Keywords: Customer care, Brand, Customer loyalty, Brand loyalty </p><p>　　Back ground information of customer brand loyal

4、ty </p><p>　　Since the world is a global marketing now, competition among diverse corporations has become more drastic. In order to seize hold of the advantaged position in the marketplace, a mass of marketi

5、ng 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

6、and more entrepreneurs. Nevertheless, there are still lots of people who refuse to att</p><p>　　The definition of brand loyalty </p><p>　　Brand loyalty is defined as keeping preferable to a spec

7、ific 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. What’ more, they believe that their choice is be

8、tter than others. </p><p>　　The development of the concept </p><p>　　The notion of purchaser trustworthiness came through a long time and changed a lot. In an article by Gonring 2008, p.29, cust

9、omer brand was given the definition of product quality before the 1980s. During the late 1980s and near the beginning 1990s, its emphasis changed from quality to customers. Still, with the competitors coming into the mar

10、ket 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</p><p>　　Four types of loyalty </p><p>

11、;　　Customer 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 sam

12、e 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,

13、 have a positive attitude to a brand, but they won’t attempt to</p><p>　　2. Consumer brand loyalty has a significant position in the marketing. </p><p>　　2.1 Regarded as an essential feature of

14、brand value</p><p>　　It is admittedly true that shopper allegiance for a brand in truth contributes much to marketing. According to the concept of brand loyalty, it is regarded as the essential feature of br

15、and 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 time rather than b

16、uying from multiple suppliers within the category” or “the degree to which a consumer consiste</p><p>　　The author draws attention to the fact that since other descriptive aspects of brand equity, such as co

17、nsiderable 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

18、of other dimensions of brand value. For example, brand devotion always leads the payers to believe the perceived quality of the brand is better than others. </p><p>　　2.2 Cut down costs </p><p>

19、　　This 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 new cl

20、ients 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 o

21、f wealth for keeping his loyalty; alternatively, you will rece</p><p>　　2.3 Less sensitive to price </p><p>　　Typical loyal purchasers are less sensitive to price. Because of this, when a produc

22、t mark up, they won’t lessen the quantity of they 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

23、to center less on the price. </p><p>　　2.4 Bring in new potential faithful consumers </p><p>　　The potential benefit that the loyal customers are able to add is that they may bring in more new c

24、onsumers. 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

25、use, he will recommend it to his 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 contras</p><p>　　2.5 Benefit in g

26、lobal marketplace </p><p>　　Most of 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 g

27、lobal business in the last 10 decades; developing the brand loyalty globally is essential to enter the market. He goes on to indicate that in order to keep a trust relationship with their consumer, corporations should cr

28、eate a customer brand loyalty program among customers. </p><p>　　3. Difficulties sometimes stop businessmen from working out the technology. </p><p>　　3.1 Purchasers refuse loyalty programs <

29、/p><p>　　It is a popular belief, however, that 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 rea

30、sons. The excellent consumer loyalty program concludes both rewards and recognition; nevertheless, notwithstanding, the target doesn’t make sense in the modern society. Thomas 2009, qtd in Silverstein draws attention to

31、the fact that with customers facing an array of choices, they will be particula</p><p>　　Yet another primary reason for non-participation is that customers have more requirements on loyalty program .Accordin

32、g to Silverstein 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

33、 drop out because of these two reasons. At the same time, some people content that companies entrepreneurs shouldn’t rely absolutely on customer fidelity. A good </p><p>　　4. There are several infections of

34、purchasers’ loyalty. </p><p>　　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 complicatio

35、n 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 pa

36、rticular kind of good, and how often they go on shopping Neuberger, 2008. </p><p>　　4.1 Brand reputation </p><p>　　Enterprisers should pay more attention on the relationship of brand loyalty and

37、 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 reliability. To put it

38、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 br</p><p&g

39、t;　　4.2 Brand image </p><p>　　Brand 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

40、 image will lead consumers to conceive a perception of an organization’s public relationship practice, which matches the corporate reputation better. With this in mind, customers are more likely to retain optimistic fait

41、h, attitude, and action. It must be therefore be acknowledged that customer loyalty grows fast through </p><p>　　4.3 Consumers’ satisfaction </p><p>　　4.3.1 Positive effect on a single product &

42、lt;/p><p>　　The evidence seems to be strong that when we talk about loyalty, we can’t forget to mention customer satisfaction. Ha 2009, p.198 has expressed the view that satisfaction is a crucial factor of the

43、customer performance and attitude. In the example, the researcher gets the data from different countries. Even though the culture is different, the result of the conclusion is the same. </p><p>　　4.3.2 Weake

44、r influence on brand alone </p><p>　　It 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 product s

45、ingly, satisfaction is more indispensable. Conversely, its function becomes weaker in case of applying brand alone 2008, Torres-Moraga, p.302. </p><p>　　4.4 Internal branding </p><p>　　Internal

46、branding is also a valuable outcome of brand loyalty. Internal branding affects mostly the employee’s identification. What’s more, empolyee’s identification makes an positive effect on customer loyalty. It must therefore

47、 be recognized that internal branding contributes to customer loyalty 2009, Punjaisri, p.206. </p><p>　　5. Corporations can do some effort to build and improve loyalty </p><p>　　According to the

48、 author, in order to achieve this 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. </p><p>　　5.1 Pay m

49、ore attention on customer care Customer care is considered a good point to building customer loyalty. As Webb 1999, p.72 has indicated that companies should think much about what the customers care. They can know much ab

50、out the customers by asking a series of open-mind question. To be sure, the customer would like to talk deeply about their situation. </p><p>　　5.2 Keep honest to customers Not only that, but also keeping ho

51、nest to customers 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 comp

52、anies only show the basic rate on the internet. Actually, the price is a 15% higher 2009, Peterson. If we customers are treated fairly on the price, we would like to give out our trust</p><p>　　5.3 Measureme

53、nt 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 the consumers according

54、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 ‘a(chǎn)chieve are 9-10. Next, divide the total people who take part in the test

55、 with the promoters, and then you will get a pe</p><p>　　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 M

56、anagement Vol. 27 No. 3 Part 2 Dec 2010 </p><p><b>　　二、翻譯文章 </b></p><p>　　標(biāo)題:顧客品牌忠誠度 </p><p><b>　　譯文: </b></p><p><b>　　摘要: </b>

57、</p><p>　　隨著銷售欺詐、顧客關(guān)注度降低、非法促銷這些現(xiàn)象的出現(xiàn),維持客戶忠誠變得越來越困難。盡管追求消費者信譽度花費時間和精力,但它的確是一家公司成功的寶貴資產(chǎn)。 </p><p>　　關(guān)鍵詞: 顧客關(guān)心,品牌,顧客忠誠,品牌忠誠 </p><p>　　1.顧客品牌忠誠度的背景 </p><p>　　自從世界進(jìn)入全球化市場,公司之

58、間的競爭變得更加激烈。為了在市場上占領(lǐng)有利地位,為了確保長期的勝利,營銷專家制定出了多種戰(zhàn)略。在這些戰(zhàn)略之中,越來越多的企業(yè)家意識到開發(fā)和維護(hù)好顧客忠誠是一個最好的策略。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。 我們能清楚地看到盡管追求消費者信譽度花費時間和精力,但它的確是一家公司成功的寶貴資產(chǎn)。 </p><p>　　1.1品牌忠誠的定義 </p>

59、<p>　　品牌忠誠定義是:一直以來特別喜好某種產(chǎn)品或服務(wù)。換句話說,忠實的購買者趨向于購買同一品牌的商品,并且高度評價它的價值。同時,他們相信他們的選擇比其他人好。 </p><p><b>　　1.2概念的發(fā)展 </b></p><p>　　顧客忠誠這一概念的形成經(jīng)過了長時間的演變,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

60、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)注的重點從質(zhì)量變成了消費者。20世紀(jì)90年代末,隨著競爭者進(jìn)入市場,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,人們花越來越多的精力在顧客身上。 </p><p>　　1.3忠誠的四種類型 </p><p>　　顧客品牌忠誠表現(xiàn)在許多方面。Rowley總結(jié)出有四種類型的忠誠:壟斷帶來的忠誠、惰性忠誠、

61、利益忠誠、信賴忠誠。壟斷帶來的忠誠顧客由于缺乏替代品而不得不一再購買同一種產(chǎn)品、服務(wù)和品牌。惰性忠誠客戶不是喜好品牌本身,而是因為購買的便利性。利益忠誠顧客對品牌本身有一種積極態(tài)度,但是他們不會嘗試額外的消費。最完美的是信賴忠誠,有積極性態(tài)度同時也有積極性行為。 </p><p>　　2. 顧客品牌忠誠在營銷中重要作用 </p><p>　　2.1是品牌價值的一種本質(zhì)特征 </p&g

62、t;<p>　　顧客的品牌忠誠對市場營銷有很大的貢獻(xiàn)這是誠然正確的。從品牌忠誠的概念里可以看出,它是品牌價值的一種本質(zhì)特征。一直以來消費者購買同一家制造商的產(chǎn)品或服務(wù),而不是從其他供應(yīng)商那里購買或者消費者一貫地購買同一個品牌的產(chǎn)品,美國市場協(xié)會對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的水平,這個事實引起了作者的高度重視。因而斷定品牌忠誠能增加品牌價值的滿意。比如

63、說,品牌投入使得納稅人感覺這個品牌的產(chǎn)品質(zhì)量比其他的好。</p><p><b>　　2.2降低成本 </b></p><p>　　這個策略有助于降低供營商成本,但是同時在市場營銷上花費更大金錢。Reichheld 2000, qtd Banasiewicz的研究表明:相對于維持一個老顧客,企業(yè)需要花費多達(dá)四倍的成本來吸引新的客戶。鑒于此,筆者借助一個權(quán)威的統(tǒng)計量來

64、證明這一論點。他表明:對于一名顧客您需要花費5%的利潤用來維持他的忠誠,然后你將會獲得他帶來的75%的利潤?？梢赃@樣理解:為獲得新的客戶需要花費更多的錢用來做廣告,提供免費的樣品和行業(yè)的折扣。 </p><p>　　2.3對價格較不敏感 </p><p>　　典型的忠誠客戶對價格不敏感。正因為如此,當(dāng)一個產(chǎn)品漲價時,他們不會減少他們的購買量?？梢愿鶕?jù)這個來評估顧客忠誠,這是Reilly 2

65、008的一個觀點。忠誠客戶相信他們的選擇,使得他們很少關(guān)注價格。 </p><p>　　2.4帶來新的潛在的忠實顧客 </p><p>　　忠誠客戶潛在的價值是:他們會給你帶來更多新的消費者,同時,這些潛在的消費者可能成為忠誠的顧客。關(guān)于這點一個很好的例子就是當(dāng)一個人多次購買同種品牌的化妝品,并且認(rèn)為它使用方便,她就會把它推薦給同學(xué)和朋友。難怪周圍的人總是購買相同品牌的衣服或其他商品。相反

66、,如果我身邊的人經(jīng)常抱怨某品牌的質(zhì)量太差,我就不會使用它。 </p><p>　　2.5全球市場效益 </p><p>　　最重要的是在全球經(jīng)濟(jì)中, 客戶品牌忠誠被認(rèn)為是一種重要的具有競爭力的武器。Kust 2008, p.24認(rèn)為,:在過去的十年里世界已經(jīng)進(jìn)入全球經(jīng)濟(jì),而發(fā)展品牌忠誠是進(jìn)入全球市場必要條件。他表示:為了和消費者保持信任關(guān)系,公司應(yīng)制定維持顧客品牌忠誠的策略。 </p

67、><p>　　3.企業(yè)制定策略面臨的難題 </p><p>　　3.1購買者抵制忠誠度策略 </p><p>　　普遍發(fā)現(xiàn),當(dāng)處理消費者忠誠時會遇到一定的困難。首先由于一些原因消費者不愿意參與顧客忠誠的策略。好的消費者忠誠策略包括獎勵和認(rèn)可。然而盡管如此,該策略沒有在現(xiàn)代社會產(chǎn)生影響。Thomas關(guān)注的事實是:當(dāng)顧客面對選擇,他們關(guān)注的是他們買了些什么 。因此,我們需要

68、更注重產(chǎn)品的回報,這意味著小獎勵已經(jīng)無法使顧客滿足。換句話說,現(xiàn)代經(jīng)濟(jì)環(huán)境使得賣家支付報酬越來越困難。 </p><p>　　3.2忠誠策略是不完整的 </p><p>　　顧客不參加的另一個原因是客戶在忠誠上有更高的要求。Silverstein 2009指出:50%以上的顧客抱怨大多數(shù)忠誠策略是相同的,所以他們對任何策略都失去了興趣。更糟的因為這兩個原因是一些人開始參加一些忠誠項目最后退

69、出。同時一些人指出公司企業(yè)家不應(yīng)該絕對的依賴客戶忠誠。關(guān)于這點很好的一個例子就是:當(dāng)前忠誠度策略存在的一些弊端使其不能完全發(fā)揮功能。作者調(diào)查表明:大多數(shù)人趨向于購買那些符合他們要求的產(chǎn)品。簡單的說,客戶只選擇一種品牌是一種理想狀態(tài)。 </p><p>　　4.顧客忠誠的幾個影響因素 </p><p>　　保持顧客忠誠會遇到很多麻煩,所以需要采取一些措施來降低風(fēng)險。毫無疑問找到品牌忠誠并發(fā)癥

70、,能幫助我們解決問題。首先,他們應(yīng)該對客戶的購買傾向作一個深入分析。例如,他們想要購買什么,在這種產(chǎn)品上他們愿意花費多少錢,以及他們多久去購物一次?Neuberger, 2008. </p><p><b>　　4.1品牌信譽 </b></p><p>　　企業(yè)家應(yīng)該更加重視品牌忠誠和品牌信譽的關(guān)系。Selnes 1996, p.19 顯示:品牌聲譽是品牌忠誠度最重要

71、的一項, 因此它是追求消費者忠誠最佳的途徑。簡單地說:良好的信譽意味著客戶對該產(chǎn)品有很大的偏好,就會有夠買行為。也就是說,品牌知名度通過提高消費者意愿和信仰,進(jìn)而促使意愿轉(zhuǎn)變?yōu)樾袨閬硖嵘放浦艺\度。 </p><p><b>　　4.2品牌形象 </b></p><p>　　品牌形象在品牌建設(shè)中發(fā)揮著重要的作用, 特別是在客戶的信譽Reichheld表明:品牌形象將引

72、導(dǎo)人們意識到組織的公共關(guān)系能更好的維護(hù)公司的聲譽。在這種觀念下,更容易使客戶保持積極的信念、態(tài)度和行動。我們必須認(rèn)識到通過提高品牌形象能更快地提高品牌忠誠。 4.3顧客滿意 </p><p>　　4.3.1對產(chǎn)品的積極影響 </p><p>　　數(shù)據(jù)表明當(dāng)我們在談?wù)撝艺\時,必然會涉及顧客滿意。Ha 2009, p.198提出這一觀點:滿意度是顧客業(yè)績和態(tài)度的重要影響因素。即使文化不同,但結(jié)

73、論是一樣的。 </p><p>　　4.3.2對品牌的影響 </p><p>　　普遍的觀點是:消費者的行為是依據(jù)他們的滿意情況而定。所以測評產(chǎn)品時滿意度是不可缺少的。相反地, 性能在品牌中的重要性有所下降2008, Torres-Moraga, p.302. </p><p><b>　　4.4自有品牌 </b></p><

74、;p>　　自有品牌是品牌忠誠的結(jié)果。自有品牌主要影響員工的識別。另外,員工的認(rèn)可會對顧客忠誠產(chǎn)生積極的影響。必須認(rèn)識到自有品牌有助于提高顧客的忠誠度2009, Punjaisri, p.206. 5.公司建立和提升顧客忠誠的方法 </p><p>　　作者認(rèn)為,為了實現(xiàn)這一目標(biāo), 企業(yè)應(yīng)該有自己的團(tuán)隊、品牌銷售人員和品牌大使。團(tuán)隊會對目標(biāo)群體起很大的作用。 </p><p>　　5.

75、1注重客戶需求 </p><p>　　滿足客戶需求是建立顧客忠誠很關(guān)鍵的一點。Webb 1999, p.72說:公司應(yīng)該關(guān)注客戶需求。通過一系列開放性問題,可以了解客戶的需求?？梢源_定的是:顧客很愿意談?wù)撍麄兊那闆r。 </p><p><b>　　5.2對客戶忠誠 </b></p><p>　　只有對客戶誠實才能維持顧客的信任。舉個例子,為了獲

76、取顧客信任,全球在線旅行社Orbitz Worldwide在互聯(lián)網(wǎng)上公開實際油價。相反,許多公司在互聯(lián)網(wǎng)上只公開扣稅情況。事實上,這個價格比實際價格提高了15%2009, Peterson。如果我們的客戶在價格得到公平的對待,他們就會信任我們。 </p><p>　　5.3忠誠度的測量 </p><p>　　顧客忠誠度的測量是我們需要關(guān)注的一點,。Terry,one總結(jié)出一個測量方法,根據(jù)