近年来,许多企业采用奖励或让利措施进行促销活动。这些企业希望通过奖励,提高顾客的消费价值,增强顾客的忠诚感。这种想法是正确的。任何企业都应尽力培育忠诚的顾客,以便提高竞争实力和经济收益。然而,在实际工作中,不少企业管理人员不仅误解而且经常错误地使用奖励措施。在奖励方案设计和实施过程中,管理人员往往把奖励措施看作短期的招徕顾客的方法。这虽可刺激顾客试用其产品和服务,却无法增强顾客忠诚感,长期提高经济收益。奖励措施应该是企业增强顾客忠诚 In recent years, many companies use incentives or profit-free measures to promote sales. These companies hope to enhance the customer’s consumer value through rewards and enhance their loyalty. This idea is correct. Any company should do its best to cultivate loyal customers in order to increase competitive strength and economic benefits. However, in actual work, many corporate executives not only misunderstand but often mistakenly use incentives. In the design and implementation of reward programs, managers often see incentives as a short-term way to attract customers. Although this can stimulate customers to try out their products and services, it cannot enhance customer loyalty and increase economic returns in the long run. Incentive measures should be to enhance customer loyalty