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1、外文翻译：用积分抓住你的顾客原文来源： IS Gradshten, IM Ryzhik, A Jeffrey, D Zwillinger ,WITH INTEGRAL GRAB YOUR CUSTOMERS M. ，2007译文正文：现在的消费积分方式越来越多，打电话有积分、刷银行卡有积分、订机票有积分、汽车加油有积分、购物有积分、餐饮有积分、旅游有积分、电子商务网站也有积分.，这些积分模式对企业、消费者的价值有多大?在Hello KITty 的专卖店，330个积分可以购买一只33元的零钱包，1280积分可以购买一只128元的特别玩偶，在招商银行的商户联盟系统中，积分与人民币的比值是10比1，
2、并可以自由切换成不同的币种购物。按照招行信用卡每月100亿人民币的刷卡量来计算，招商银行信用卡每消费20元人民币，或者2美元便可积累1个积分，由此产生的积分货币总量每月可达5亿积分，在按照10比1的比值计算，由积分货币产生的能够进行消费的金额为5000万元。这凭空多出来的5000万元就成了招商银行发行的“积分货币”总值，也就是回馈给客户的饭店，其功能是招商银行加强了“客户忠诚度”。 但令人匪夷所思的是，很多传统的服装企业积分消费的方式实际上还停留在初级阶段。消费者需要拿着自己的身份证和会员卡去指定的店铺领取礼品，如果出现缺货，那消费者可能会需要再等数天礼品到货后再来一次。同时，可供选择的礼品也
3、非常少。消费者往往是被动的接收企业兑换的礼品，礼品也不一定是客户所需要，这对于企业来说，显然没有让礼品产生最大价值。而一旦令消费者感受不到企业的积分所带来的便利与好处，积分实际上失去了原本的意义，甚至让企业决策者们又回到了“积分是否有价值”的初级问题的讨论上。积分制作为会员营销模式的一种手段，意义在于培养顾客对品牌的忠诚度，并把忠诚度转化成消费力。企业家们早已不怀疑会员营销为企业带来的巨大作用，并从会员营销中总结出来著名的马特莱法则(即80/20法则)：在顶部的20%的客户创造了公司80%的利润。美国人威廉谢登又在此法则的基础上提出了80/20/30法则，即“在顶部的20%的顾客创造了公司80
4、%的利润，但其中的一半给在底部的30%的非盈利顾客丧失掉了”。虽然不怀疑会员营销的作用，但国内大部分服装企业的VIP卡还只停留在打折、特价购物等手段上，这种变相的促销手段，实际上无法和客户产生长久互动的关系，也使得客户无法认同VIP卡的价值。佐丹奴是国内一家较知名的休闲服饰品牌。不管是在佐丹奴实体店铺或是网站中购物，只要顾客拥有佐丹奴WWS会员卡，都可以享受积分服务。在佐丹奴网上商店，佐丹奴提供的商品不仅仅局限在时尚小礼品上，还有一些过季的服装商品。消费者可以凭借积分在网上换购自己满意的礼品，或是服装商品，积分在佐丹奴网上商店已经具备了一般等价物的特征。佐丹奴积分不仅可以兑换礼品，还可以在购物
5、时抵扣现金，对于消费者来说，虽然还不能将积分直接兑换成现金，但佐丹奴网上商店提供的可供积分消费的礼品、商品数量十分丰富。经常选择在佐丹奴网上商店购买服装的蒋小姐说，“有时想买两件T恤，同档次的品牌，其质量和价格也相差无几，我还不如在佐丹奴买呢，这样还可以积累一些积分，如果我下次再到佐丹奴网上商店购物一次，我的积分就够换一个皮包了。”通过互联网平台，佐丹奴不仅为客户提供了方便快捷的积分查询、积分消费等方式，并且将线下店铺与互联网平台结合起来，顾客在店铺购物后，可以凭借收银小票上的消费编号，登记到网上商店的个人帐户中，一样可以换算成相应的积分。传统服装企业遍布全国的零售终端，有网络，有POS机，而
6、这些实际上具备了提供积分服务的基本条件。如果能够提供与自身品牌匹配的个性化的、持续的、灵活的积分规则与积分消费方式，比如增加礼品的数量和种类，甚至将积分设定成抵扣现金，利用互联网平台的优势，让消费者能实时查询、消费积分，积极与消费者互动，服装企业与消费者之间定能实现双赢的局面。原文正文：Integrated mode of consumption is now more and more calls are integral brush card with points, set points air tickets, car fuel are integral, there are poin
7、ts shopping, restaurants are integral, travel and tourism integration, e-commerce sites also points . ., The integral model business, how much consumers value? In the Hello KITty the store, 330 points to buy a 33 per zero wallet, 1280 points to buy a 128 yuan of special doll, the investment banks bu
8、siness alliance system, the integral and the ratio of 10 to RMB 1, and are free to switch to a different currency shopping. China Merchants Bank credit card in accordance with 10 billion yuan per month in credit card volume, the China Merchants Bank credit card spending 20 yuan each, or 2 U.S. dolla
9、rs a points can be accumulated, the resulting integral monthly monetary aggregates up to 500 million points, in 10 to 1 ratio in accordance with terms arising from the integration to be spending money in the amount of 50 million yuan. This abstract the extra 50 million yuan issued by China Merchants
10、 Bank has become integral currency value, that is, the hotel back to the customer, China Merchants Bank to strengthen its function is a customer loyalty. But what is incredible is that many of the traditional garment actually points the way consumers stay in the primary stage. Consumers need to hold
11、 their identity cards and membership cards to designated shops to receive gifts, if out of stock, consumers may need to wait for a few days after arrival to a gift. Meanwhile, alternative gifts are very small. Consumers are often passive, enterprise-dollar gift, the gift is not necessarily a custome
12、r need, which the company is obviously not the greatest value to gifts. Once consumers feel the integration of enterprises the convenience and benefits of integration actually lost the original meaning, even for business decision-makers back to the points are valuable, the discussion of primary issu
13、es. Integral production marketing model for members as a means of significance is to cultivate customer loyalty, brand and loyalty into the spending power. Entrepreneurs have long been suspected of membership marketing for the enterprise is not the enormous role and membership marketing, summed up f
14、rom the famous Matale law (ie 80/20 rule): In the top 20% of customers create 80% profits. Americans William Shedden again on the basis of this proposed rule 80/20/30 rule that in the top 20% of customers create 80% of the profits, but the bottom half to 30% the loss of non-profit customers lost. Wh
15、ile no doubt the role of member marketing, but most of domestic garment enterprises, VIP cards just stop at the discount, discounted shopping and other means, the means of this new form of marketing, in fact, can not generate long-term interaction and customer relations, but also allows customers VI
16、P cards can not agree with the value. Giordano is a more well-known domestic brand of leisure clothing. Giordano entity, whether in shops or shopping sites, as long as the customer owns Giordano WWS membership cards, points can enjoy the service. Online shop in Giordano, Giordano offers fashionable
17、goods is not limited to a small gift on some off season apparel products. With consumers can redeem their points online satisfaction of gifts, or apparel goods, integral Giordano online store already has the characteristics of the general equivalent. Giordano integral not only to exchange gifts, you
18、 can also deduct the cash in the shop for consumers, although the points can not directly be converted into cash, but Giordano online stores for gifts integral consumption goods number of very rich. Giordano often choose to buy clothing online store Miss Jiang said, sometimes want to buy two T-shirt
19、s, with the grade of the brand, its quality and price are almost the same, I might as well buy it in Giordano, it can also be accumulated number of points, if I next time you go shopping online Giordano once, my points are enough for a purse of. Through the Internet platform, Giordano not only provi
20、des customers with fast and convenient check points, integral means of consumption, and shops will line together with the Internet platform, customers in the store shopping, you can cash register with the consumption of small ticket number, Registration to the online stores personal account, the sam
21、e can be converted into the appropriate points. Traditional garment retail outlets across the country, there is a network, there are POS machines, which actually has the basic conditions to provide integration services. If you can provide the brand with its own matching personalized, continuous, fle
22、xible rules and integration consumption points, such as increasing the number and types of gifts and even cash points set to offset the use of the Internet platform, so that consumption by real-time queries, spending points, positive interaction with consumers, clothing companies and consumers will be able to achieve a win-win situation.
