储值卡促销价值比较研究
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摘要
近来年由于经济的高速发展,生产过剩,产品服务趋于同质化,市场越来越呈现出买方市场的景象,企业间竞争加剧。除了生产环节的竞争,企业在促销这一领域的竞争也越来越激烈,各种促销手段屡见不鲜,其中美发行业普遍使用的储值卡促销引起了笔者的关注。储值卡促销的效果是否好于直接的折扣促销?而储值卡促销中存在两种典型的充值消费方式,一种是折扣充值原价消费,一种是原价充值折扣消费,两种储值卡促销之间的效果是否存在差异呢?由于储值卡会导致长期消费,而企业的发展目标也是长期的,所以选择客户忠诚来作为衡量促销效果的指标。本研究采用美发店为实验场景,将两种储值卡促销和直接的折扣促销作为自变量,将重购意愿作为衡量客户忠诚的更直观的因变量,引入感知质量、获得价值、交易价值作为中介变量,其中品牌声誉作为控制变量引入研究,采用方差分析和回归分析的方法对各促销活动的效果进行分析。
由于实验条件的限制,对实验的长期性操控并不成功,研究倾向于认为感知质量、获得价值、交易价值的影响是短期性的,而重购意愿是长期性的。声誉的影响远远大于促销方式的影响,单独的促销方式下,各变量是没有显著差异的,只有在声誉的交互下,促销方式下的获得价值和交易价值才具有显著差异。当品牌声誉低的情况下,各促销方式下的因变量是没有显著差异的,而当品牌声誉高时,各促销方式对感知质量和重购意愿没有显著差异,在获得价值方面,原价充值折扣消费好于直接的折扣促销好于折扣充值原价消费,在交易价值方面,直接的折扣促销要好于储值卡促销。虽然重购意愿没有显著差异,但是在排他性重购意愿这个被删除的因变量上,促销方式却在高声誉下表现出了显著性,原价充值折扣消费好于折扣充值原价消费好于直接的折扣促销。由于企业的经营活动中,销售额的绝对值不如市场份额这个相对值重要,一般的重购意愿不如具有排他性的重购意愿重要,因此在实现有效的客户忠诚上,原价充值折扣消费好于折扣充值原价消费,好于直接的折扣促销。进一步得出结论,消费者在短期消费中偏理性,长期消费中偏感性,短期性的理性评价并不意味着长期性的感性偏好。
Recently, due to the rapid development of economic, production is over more than needs, products and services are tend to be homogenization, markets have become increasingly showing a picture of a consumer's market, competition among enterprises is turning white-hot. Besides the competition in production processes, in the area of promotion, competition between enterprises are becoming fierce, all kinds of promotions are common for us. In these promotions, stored value card in the hairdressing industry caused my attention. Whether the effects of stored value card better than direct discount (3)? There are two typical patterns of stored value card promotions, one way is recharging by discount price but consuming by original price (1), and the other one is on the contrary (2). Effects between the two patterns of stored value card promotions show difference? Customer loyalty is used to measure the effects, because that the stored value card must lead to long-term consumption, and enterprises'development goals are long term. In this study, hair salon is considered to be the test scenario, two patterns of stored value promotion and discount promotion are treated as independent variables, repurchase intention is considered as dependent variable, perceived quality、acquisition utility and transaction utility are thought to be mediating variables, brand reputation is leaded into this study as a control variables. I will analysis the effects between these different promotions through variance analysis and regression analysis.
Because of the limited experiment conditions, the study failed control the long-term experimental. Researchers tend to believe that perceived quality, acquisition of utility and transaction of utility in short-term, while the repurchase will be long-term. The effect of reputation is far greater than promotion, these variables don't show significant difference under the influence of only promotion, but under the interaction of promotion and reputation, acquisition utility and transaction utility show significant difference. These promotions don't lead significant difference on all of those dependent variable and intermediary variables when the brand reputation is low. When the reputation is high, there is no significant difference on the perceived quality and repurchase intention, but on the acquisition utility, (2) is better than (3), (3) is better than (1), and on the transaction utility, (3) is better than (2) and (1). While there is no significant difference on repurchase intention, but on the exclusive repurchase, promotions show significant different when reputation is high, (2) is better than (1), (1) is better than (3). In the businesses, market share is more important than absolute sales, therefore exclusive repurchase is more important than general repurchase intention. So the study thinks that, on the way of achieving effective customer loyalty, (2) is better than (1), (1) is better than (3). Further, it can be concluded that consumers trend to be rational in short-term and not rational in long-term, the rational evaluation in short-term does not mean that long-term emotional preferences.
由于实验条件的限制,对实验的长期性操控并不成功,研究倾向于认为感知质量、获得价值、交易价值的影响是短期性的,而重购意愿是长期性的。声誉的影响远远大于促销方式的影响,单独的促销方式下,各变量是没有显著差异的,只有在声誉的交互下,促销方式下的获得价值和交易价值才具有显著差异。当品牌声誉低的情况下,各促销方式下的因变量是没有显著差异的,而当品牌声誉高时,各促销方式对感知质量和重购意愿没有显著差异,在获得价值方面,原价充值折扣消费好于直接的折扣促销好于折扣充值原价消费,在交易价值方面,直接的折扣促销要好于储值卡促销。虽然重购意愿没有显著差异,但是在排他性重购意愿这个被删除的因变量上,促销方式却在高声誉下表现出了显著性,原价充值折扣消费好于折扣充值原价消费好于直接的折扣促销。由于企业的经营活动中,销售额的绝对值不如市场份额这个相对值重要,一般的重购意愿不如具有排他性的重购意愿重要,因此在实现有效的客户忠诚上,原价充值折扣消费好于折扣充值原价消费,好于直接的折扣促销。进一步得出结论,消费者在短期消费中偏理性,长期消费中偏感性,短期性的理性评价并不意味着长期性的感性偏好。
Recently, due to the rapid development of economic, production is over more than needs, products and services are tend to be homogenization, markets have become increasingly showing a picture of a consumer's market, competition among enterprises is turning white-hot. Besides the competition in production processes, in the area of promotion, competition between enterprises are becoming fierce, all kinds of promotions are common for us. In these promotions, stored value card in the hairdressing industry caused my attention. Whether the effects of stored value card better than direct discount (3)? There are two typical patterns of stored value card promotions, one way is recharging by discount price but consuming by original price (1), and the other one is on the contrary (2). Effects between the two patterns of stored value card promotions show difference? Customer loyalty is used to measure the effects, because that the stored value card must lead to long-term consumption, and enterprises'development goals are long term. In this study, hair salon is considered to be the test scenario, two patterns of stored value promotion and discount promotion are treated as independent variables, repurchase intention is considered as dependent variable, perceived quality、acquisition utility and transaction utility are thought to be mediating variables, brand reputation is leaded into this study as a control variables. I will analysis the effects between these different promotions through variance analysis and regression analysis.
Because of the limited experiment conditions, the study failed control the long-term experimental. Researchers tend to believe that perceived quality, acquisition of utility and transaction of utility in short-term, while the repurchase will be long-term. The effect of reputation is far greater than promotion, these variables don't show significant difference under the influence of only promotion, but under the interaction of promotion and reputation, acquisition utility and transaction utility show significant difference. These promotions don't lead significant difference on all of those dependent variable and intermediary variables when the brand reputation is low. When the reputation is high, there is no significant difference on the perceived quality and repurchase intention, but on the acquisition utility, (2) is better than (3), (3) is better than (1), and on the transaction utility, (3) is better than (2) and (1). While there is no significant difference on repurchase intention, but on the exclusive repurchase, promotions show significant different when reputation is high, (2) is better than (1), (1) is better than (3). In the businesses, market share is more important than absolute sales, therefore exclusive repurchase is more important than general repurchase intention. So the study thinks that, on the way of achieving effective customer loyalty, (2) is better than (1), (1) is better than (3). Further, it can be concluded that consumers trend to be rational in short-term and not rational in long-term, the rational evaluation in short-term does not mean that long-term emotional preferences.
引文
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[2]波特.竞争优势.北京华夏出版社,1997.
[3]陈明亮.客户忠诚决定因素.管理科学学报,2003,5：72-77.
[4]蔡芳.我国百货商场顾客忠诚的研究.西南财大硕士论文.2007.7.
[5]陈宇.对我国商业储值卡发展现状的思考.经营管理者.2009(04).
[6]高充彦,郝辽钢,贾建民.抽奖促销与赠券促销有效性比较研究：一个促销价值模型.管理评论.2009(12).
[7]高哲鹏.基于转换成本视角的移动通信服务顾客重复购买意向研究.暨南大学硕士论文.2007.
[8]郝辽钢.消费者对促销的反应及促销效果研究.西南交大博士论文.2008.
[9]韩睿、田志龙.促销类型对消费者感知及行为意向的研究,管理科学,2005,18(2)：85-91.
[10]贾建民.行为经济学和决策制定_2002年度诺贝尔经济科学奖评论之一global management review.2002,10:7-8.
[11]刘同森.储值卡研究.甘肃金融.2009.8.
[12]李爱梅,凌文辁.心理账户：理论与应用启示.心理科学进展,2007.15.
[13]李纾,房永青,张迅捷.再探框架对风险决策行为的影响.心理学报,2000,(32)：229-234.
[14]李纾.艾勒(Allais Paradox)另释.心理学报,2001,(33)：176-181.
[15]李纾,毕研玲,梁竹苑,孙彦,汪祚军,郑蕊.无限理性还是有限理性?——齐
当别抉择模型在经济行为中的应用.管理评论,2009,(05)
[16]刘波.顾客交易价值损失及后悔对其抱怨倾向的影响.西南交大博士论文.2006.
[17]Philip Kotler,Gary Armstrong市场营销原理.赵平、王霞等译.第九版.清华大学出版社.2003：367-386.
[18]菲利普·科特勒.营销管理(亚洲版).梅清豪译.第11版.上海人民出版社,2003.
[19]石润梅,韩爱华.储值卡管理中的问题应关注.金融时报.2009(5).
[20]史有春,刘春林.顾客重复购买行为的实证研究.南开管理评论,2006,8：35-41.
[21]唐小飞,狄强,郭洪.赢回策略对顾客忠诚行为影响的比较研究.科研管理.2009.6.
[22]吴锦峰.店铺形象、自有品牌感知质量对零售商权益的影响研究.华中科技大学博士论文.2009.
[23]王高,李飞,陆奇斌.中国大型连锁超市顾客满意度实证研究.管理世界,2006,(6)：101-110.
[24]王晓庄,白学军.判断与决策中的锚定效用.心理科学进展,2009,Vo1.17,No.1,37-43.
[25]汪祚军,李纾.行为决策中出现的分离效应.心理科学进展,2008,(16)：513-517.
[26]熊瑛.基于客户关系管理提升客户忠诚度.企业导报,2010.8.
[27]徐江,刘礼,刘瑞华.行为决策中出现的框架效应.华中师范大学研究生学报,2010.2.
[28]于春玲、工海忠、赵平.品牌权益理论及其实证研究评述.财经问题研究.2005,260(7)：14-18.
[29]伊根著.林洪译.关系营销.北京经济出版社,2005.
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