论客户关系管理在市场营销中的运用中英文互译毕业论文.doc

毕业论文（设计）外文翻译
题　　目：　论客户关系管理在市场营销中的运用　　　　
一、外文原文
标题：Customer Brand Loyalty
原文：
Abstract
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, it is really the most valuable asset of a successful company.
Keywords: Customer care, Brand, Customer loyalty, Brand loyalty
1. Back ground information of customer brand loyalty
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 marketing 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 and more entrepreneurs. Nevertheless, there are still lots of people who refuse to attempt to this technique. They assert that it is impossible to achieve the ideal target, especially in the developed marketing economy. One can clearly see that even though pursuing consumer reliability costs time and effort, it is really the most valuable asset of a successful company.
1.1 The definition of brand loyalty
Brand loyalty is defined as keeping preferable to a specific 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 better than others.
1.2 The development of the concept
The notion of purchaser trustworthiness came through a long time and changed a lot. In an article by Gonring (2008, p.29), customer 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 market in the late 1990s, satisfying and caring much about the clients became a much more significant object of many corporations. Since then, people have paid more and more attention on customer to make more profits.
1.3 Four types of loyalty
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 same 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, have a positive attitude to a brand, but they won’t attempt to some extra consumption. The perfect one is the committed, who are active both in attitude and behavior.
2. Consumer brand loyalty has a significant position in the marketing.
2.1 Regarded as an essential feature of brand value
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 brand 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 buying from multiple suppliers within the category” or “the degree to which a consumer consistently purchases the same brand within a product class”(2006, qtd in Moisescu).
The author draws attention to the fact that since other descriptive aspects of brand equity, such as considerable 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 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.
2.2 Cut down costs
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 clients 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 of wealth for keeping his loyalty; alternatively, you will receive 75% of profits that he will bring in. It can be comprehended as acquiring new purchasers expend more money to advertising, giveaway and industry discount.
2.3 Less sensitive to price
Typical loyal purchasers are less sensitive to price. Because of this, when a product 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 to center less on the price.
2.4 Bring in new potential faithful consumers
The potential benefit that the loyal customers are able to add is that they may bring in more new consumers. 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 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 contrast, if people around me complain the poor quality of a brand to me frequently, I won’t think of owning it as well.
2.5 Benefit in global marketplace
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 global 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 create a customer brand loyalty program among customers.
3. Difficulties sometimes stop businessmen from working out the technology.
3.1 Purchasers refuse loyalty programs
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 reasons. 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 the fact that with customers facing an array of choices, they will be particular about what they buy; as a consequence, we are paying more attention on the rewards of a product. It means that little rewards won’t satisfy us any more. In other words , it is the modern economy environment that makes it more difficult for the sellers to remunerate people.
3.2 Loyal programs is incomplete
Yet another primary reason for non-participation is that customers have more requirements on loyalty program .According 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 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 example of this is that current loyalty program exists some drawbacks which make its function incomplete (2003, Uncles, p.294). The author examines that most people trend to pay money for the product they require. In simpler terms, customers choose only one category of brands is an ideal condition.
4. There are several infections of purchasers’ loyalty.
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 complication 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 particular kind of good, and how often they go on shopping (Neuberger, 2008).
4.1 Brand reputation
Enterprisers should pay more attention on the relationship of brand loyalty and 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 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 brand loyalty by increasing willingness and belief so that the attitude may change to behavior.
4.2 Brand image
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 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 faith, attitude, and action. It must be therefore be acknowledged that customer loyalty grows fast through approving brand image.
4.3 Consumers’ satisfaction
4.3.1 Positive effect on a single product
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 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.
4.3.2 Weaker influence on brand alone
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 singly, satisfaction is more indispensable. Conversely, its function becomes weaker in case of applying brand alone (2008, Torres-Moraga, p.302).
4.4 Internal branding
Internal 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 be recognized that internal branding contributes to customer loyalty (2009, Punjaisri, p.206).
5. Corporations can do some effort to build and improve loyalty
According to the 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.
5.1 Pay more 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 about the customers by asking a series of open-mind question. To be sure, the customer would like to talk deeply about their situation.
5.2 Keep honest to customers
Not only that, but also keeping honest 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 companies 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.
5.3 Measurement 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 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 ‘achieve are 9-10. Next, divide the total people who take part in the test with the promoters, and then you will get a percentage, which represents the level of your customer loyalty. He goes on to indicate that most companies get 10%-20% loyal clients.
出处：Junjun Mao, International Journal of Business and Management [J]. Science and Education :July 2010. Vol. 5, No. 7

出处：616 International Journal of Management Vol. 27 No. 3 Part 2 Dec 2010
二、翻译文章
标题：顾客品牌忠诚度
译文：
摘要：
随着销售欺诈、顾客关注度降低、非法促销这些现象的出现，维持客户忠诚变得越来越困难。尽管追求消费者信誉度花费时间和精力，但它的确是一家公司成功的宝贵资产。
关键词： 顾客关心，品牌，顾客忠诚，品牌忠诚
1.顾客品牌忠诚度的背景
自从世界进入全球化市场，公司之间的竞争变得更加激烈。为了在市场上占领有利地位，为了确保长期的胜利，营销专家制定出了多种战略。在这些战略之中，越来越多的企业家意识到开发和维护好顾客忠诚是一个最好的策略。然而，仍有许多人拒绝尝试这种策略。他们断言这是不可能达到目标的，特别是在经济发展中的市场。 我们能清楚地看到尽管追求消费者信誉度花费时间和精力，但它的确是一家公司成功的宝贵资产。
1.1品牌忠诚的定义
品牌忠诚定义是：一直以来特别喜好某种产品或服务。换句话说，忠实的购买者趋向于购买同一品牌的商品，并且高度评价它的价值。同时，他们相信他们的选择比其他人好。
1.2概念的发展
顾客忠诚这一概念的形成经过了长时间的演变，前后有很大的变化。Gonring在一篇文章上指出：在20世纪80年代之前，产品质量被定义为顾客品牌。在20世纪80年代末20世纪90年代初，关注的重点从质量变成了消费者。20世纪90年代末，随着竞争者进入市场，顾客满意成为了许多公司的重大目标。从那以后，为了获得更多利润，人们花越来越多的精力在顾客身上。
1.3忠诚的四种类型
顾客品牌忠诚表现在许多方面。Rowley总结出有四种类型的忠诚：垄断带来的忠诚、惰性忠诚、利益忠诚、信赖忠诚。垄断带来的忠诚顾客由于缺乏替代品而不得不一再购买同一种产品、服务和品牌。惰性忠诚客户不是喜好品牌本身,而是因为购买的便利性。利益忠诚顾客对品牌本身有一种积极态度，但是他们不会尝试额外的消费。最完美的是信赖忠诚，有积极性态度同时也有积极性行为。
2. 顾客品牌忠诚在营销中重要作用
2.1是品牌价值的一种本质特征
顾客的品牌忠诚对市场营销有很大的贡献这是诚然正确的。从品牌忠诚的概念里可以看出，它是品牌价值的一种本质特征。一直以来消费者购买同一家制造商的产品或服务，而不是从其他供应商那里购买或者消费者一贯地购买同一个品牌的产品，美国市场协会对这种情形给予它解释。
品牌的其他方面比如可感知的质量、品牌联合、品牌形象、有形展示等可以提升品牌忠诚的水平，这个事实引起了作者的高度重视。因而断定品牌忠诚能增加品牌价值的满意。比如说,品牌投入使得纳税人感觉这个品牌的产品质量比其他的好。
2.2降低成本
这个策略有助于降低供营商成本，但是同时在市场营销上花费更大金钱。Reichheld (2000, qtd in Banasiewicz)的研究表明：相对于维持一个老顾客，企业需要花费多达四倍的成本来吸引新的客户。鉴于此,笔者借助一个权威的统计量来证明这一论点。他表明：对于一名顾客您需要花费5%的利润用来维持他的忠诚，然后你将会获得他带来的75%的利润。可以这样理解：为获得新的客户需要花费更多的钱用来做广告，提供免费的样品和行业的折扣。
2.3对价格较不敏感
典型的忠诚客户对价格不敏感。正因为如此,当一个产品涨价时，他们不会减少他们的购买量。可以根据这个来评估顾客忠诚，这是Reilly (2008)的一个观点。忠诚客户相信他们的选择，使得他们很少关注价格。
2.4带来新的潜在的忠实顾客
忠诚客户潜在的价值是：他们会给你带来更多新的消费者，同时,这些潜在的消费者可能成为忠诚的顾客。关于这点一个很好的例子就是当一个人多次购买同种品牌的化妆品，并且认为它使用方便，她就会把它推荐给同学和朋友。难怪周围的人总是购买相同品牌的衣服或其他商品。相反，如果我身边的人经常抱怨某品牌的质量太差，我就不会使用它。
2.5全球市场效益
最重要的是在全球经济中, 客户品牌忠诚被认为是一种重要的具有竞争力的武器。Kust (2008, p.24)认为,：在过去的十年里世界已经进入全球经济，而发展品牌忠诚是进入全球市场必要条件。他表示：为了和消费者保持信任关系，公司应制定维持顾客品牌忠诚的策略。
3.企业制定策略面临的难题
3.1购买者抵制忠诚度策略
普遍发现，当处理消费者忠诚时会遇到一定的困难。首先由于一些原因消费者不愿意参与顾客忠诚的策略。好的消费者忠诚策略包括奖励和认可。然而尽管如此，该策略没有在现代社会产生影响。Thomas关注的事实是：当顾客面对选择，他们关注的是他们买了些什么 。因此,我们需要更注重产品的回报，这意味着小奖励已经无法使顾客满足。换句话说,现代经济环境使得卖家支付报酬越来越困难。
3.2忠诚策略是不完整的
顾客不参加的另一个原因是客户在忠诚上有更高的要求。Silverstein (2009)指出：50%以上的顾客抱怨大多数忠诚策略是相同的，所以他们对任何策略都失去了兴趣。更糟的因为这两个原因是一些人开始参加一些忠诚项目最后退出。同时一些人指出公司企业家不应该绝对的依赖客户忠诚。关于这点很好的一个例子就是：当前忠诚度策略存在的一些弊端使其不能完全发挥功能。作者调查表明：大多数人趋向于购买那些符合他们要求的产品。简