摘要
运用顾客关系理论阐述了体育彩票业顾客关系的建立与维持方法:首先,辨明彩民是属于高端顾客还是低端顾客,对于不同类型的彩民采用不同的关系维持策略;其次,积极改进与彩民关系的质量。体育彩票业顾客关系生命周期可分为4个阶段:关系考察期、关系形成期、关系稳定期以及关系退化期。基于体育彩票业顾客生命周期不同阶段的特征以及不同模式类型,提出了相应的关系维持策略。
The paper elaborated the methods to establish and maintain customer relationship in sports lottery industry with the theory of customer relationship. First, to identify the lottery fans are high - end customers or low - end customers and to adopt different relationship maintaining strategy for different customers. Second, to actively improve the relationship with lottery fans. The customer relationship life cycle in sports lottery industry can be divided into four phases, i. e., relationship investigation phase, relationship formation phase, relationship stabilization phase and relationship degradation phase. Based on the different characteristics and model types in the four phases, the author put forward the corresponding relationship maintaining strategies.
出处
《山东体育科技》
北大核心
2012年第2期50-54,共5页
Shandong Sports Science & Technology
关键词
体育彩票业
顾客关系
建立与维持
生命周期
sports lottery industry
customer relationship
establishment and maintenance
life cycle
作者简介
彭道海（1962-），男，湖北武汉人，硕士生导师，博士，研究方向体育战略管理与体育经济。
