{"id":273,"date":"2018-07-28T13:27:17","date_gmt":"2018-07-28T05:27:17","guid":{"rendered":"https:\/\/luke6887.me\/?p=273"},"modified":"2018-07-30T10:06:38","modified_gmt":"2018-07-30T02:06:38","slug":"mis784-marketing-analytics-week1-2","status":"publish","type":"post","link":"https:\/\/blog.luke6887.me\/?p=273","title":{"rendered":"MIS784 &#8211; Marketing Analytics Week1 &#8211; Classic Loyalty Metric"},"content":{"rendered":"<p>\u5173\u4e8eMIS784 -Marketing Analytics\u7b2c\u4e00\u5468\u7684\u5185\u5bb9\u3002\u3002\u90fd\u662f\u5fe0\u8bda\u5ea6\u4e4b\u7c7b\u7684\u4e1c\u897f\u3002<\/p>\n<p>\u671f\u521d\u8fd8\u4ee5\u4e3a\u8ddf772\u4e4b\u7c7b\u7684\u76f8\u6bd4\u5e76\u4e0d\u4f1a\u6709\u591a\u5927\u96be\u5ea6\uff0c\u4e0d\u7528\u82b1\u7cbe\u529b\u4ec0\u4e48\u7684\uff0c\u4f46\u5b9e\u9645\u4e0a\u4e0a\u8bfe\u4ee5\u540e\u53d1\u73b0\u96be\u5ea6\u5176\u5b9e\u8ddfMIS798-PM\u4e4b\u7c7b\u7684\u6bd4\u8f83\u76f8\u8fd1\uff0c\u4e5f\u662f\u9700\u8981\u82b1\u4e00\u70b9\u7cbe\u529b\u7684\u3002\u3002<!--more--><\/p>\n<h2>AAU Metric<\/h2>\n<p>\u603b\u4f53\u6765\u8bf4\u987e\u5ba2\u5bf9\u67d0\u5bb6\u5e97\uff08\u6216\u8005\u54c1\u724c\uff09\u4ece\u8def\u8f6c\u7c89\u5728\u8fd9\u91cc\u662f\u7ecf\u8fc7\u8fd9\u4e48\u4e00\u4e2a\u8fc7\u7a0b\u7684\uff1a<\/p>\n<p>Awareness\u00a0\u21d2 Attitudes\u21d2Usgae<\/p>\n<p>\u4e5f\u5c31\u662f\u4ece\u542c\u8bf4\uff0c\u5230\u8bc4\u4ef7\uff0c\u518d\u5230\u4f7f\u7528\u7684\u8fc7\u7a0b\u3002\u5176\u4e2d\u6bcf\u4e2a\u9636\u6bb5\u90fd\u6709\u76f8\u5bf9\u5e94\u7684\u9644\u5c5e\u7684metrics\u3002\u800c\u8fd9\u4e2a\u5fe0\u8bda\u5ea6\u6a21\u578b\u4e5f\u88ab\u79f0\u4f5cAAU metric\uff0c\u901a\u5e38\u90fd\u662f\u9760\u8c03\u67e5\u8868\u4ec0\u4e48\u7684\u6536\u96c6\u6570\u636e\uff0c\u5e76\u4e14\u901a\u5e38\u90fd\u662f\u5e94\u7528\u5728\u54c1\u724c\u5f53\u4e2d\u3002\u8fd9\u4e09\u4e2a\u8fc7\u7a0b\u4e5f\u4f1a\u9644\u5c5e\u7684metric\uff1a<\/p>\n<p>Awareness\uff1a<\/p>\n<ul>\n<li>Aided brand recognition &#8211; \u4f60\u542c\u8fc7\u67d0\u67d0\u724c\u5b50\u4e86\u5417\uff1f\uff08\u8bfe\u4ef6\u91cc\u7528\u7684\u5954\u9a70\uff09\n<ul>\n<li>\u5c5e\u4e8e\u6bd4\u8f83\u5f31\u7684\u77e5\u540d\u5ea6\u5c42\u6b21\uff0c\u4ec5\u6b21\u4e8e\u4ece\u6765\u6ca1\u542c\u8bf4\u8fc7<\/li>\n<\/ul>\n<\/li>\n<li>Unaided awareness &#8211; \u5f53\u4f60\u4e00\u63d0\u8d77\u67d0\u79cd\u5546\u54c1\u7684\u8bdd\u60f3\u5230\u662f\u6709\u724c\u5b50\u5462\uff1f\n<ul>\n<li>\u5c5e\u4e8e\u6bd4\u8f83\u4e00\u822c\u7684\u77e5\u540d\u5ea6<\/li>\n<li>\u8bfe\u4ef6\u91cc\u662f\u5982\u679c\u63d0\u5230\u6c7d\u8f66\u4f1a\u60f3\u5230\u4ec0\u4e48\u724c\u5b50\u5462\uff1f\u4e0d\u6b62\u5954\u9a70\u5427\u3002\u3002<\/li>\n<li>\u4e00\u822c\u5c31\u662f\u987e\u5ba2\u6709\u5f88\u591a\u9009\u62e9\uff0c\u65e0\u4ece\u4e0b\u624b\u7684\u65f6\u5019\u4f1a\u6709\u7684\u611f\u89c9<\/li>\n<li>\u6240\u4ee5\u5404\u4e2a\u54c1\u724c\u90fd\u6709\u673a\u4f1a\uff0c\u4e5f\u662f\u7ade\u4e89\u8f83\u5927\u7684\u5730\u65b9<\/li>\n<\/ul>\n<\/li>\n<li>Top of mind brand recall &#8211; \u4e00\u63d0\u8d77\u67d0\u79cd\u5546\u54c1\u7684\u65f6\u5019\u7b2c\u4e00\u65f6\u95f4\u60f3\u5230\u662f\u54ea\u4e2a\u724c\u5b50\u3002\u3002\n<ul>\n<li>\u8fd9\u4e2a\u77e5\u540d\u5ea6\u5c31\u5f88\u9ad8\u4e86<\/li>\n<li>\u5c31\u8ddf\u4e00\u63d0\u8d77\u624b\u673a\u5c31\u5f88\u5bb9\u6613\u7b2c\u4e00\u65f6\u95f4\u60f3\u5230\u82f9\u679c\u4e00\u6837\uff0c\u8fd9\u79cd\u54c1\u724c\u662f\u5f88\u6709\u4f18\u52bf\u7684\u3002\u3002<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p>Attitudes<\/p>\n<p>\u5f53\u987e\u5ba2\u5f00\u59cb\u77e5\u9053\u8fd9\u4e2a\u54c1\u724c\u7684\u65f6\u5019\uff0c\u81ea\u7136\u5c31\u662f\u201c\u8d27\u6bd4\u4e09\u5bb6\u201d\u7684\u73af\u8282\u4e86\u3002\u3002\u5f53\u7136\u5bf9\u6bd4\u7684\u6750\u6599\u65e2\u6709\u81ea\u5df1\u77e5\u6653\u7684\uff0c\u4e5f\u6709\u81ea\u5df1\u4e0d\u592a\u5bdf\u89c9\u7684\u56e0\u7d20\u3002\u3002<\/p>\n<ul>\n<li>Liking\/Image &#8211; relevance to customer\n<ul>\n<li>\u8fd9\u4e2a\u8861\u91cf\u5ea6\u662f\u5173\u4e4e\u5230\u987e\u5ba2\u7684\u4e3b\u89c2\u5370\u8c61\u7684 &#8211; \u8fd9\u4e2a\u54c1\u724c\u7ed9\u4f60\u7684\u5370\u8c61\u5982\u4f55\uff1f\u559c\u6b22\u8fd9\u4e2a\u54c1\u724c\u5417\uff1f<\/li>\n<li>\u8fd9\u90e8\u5206\u662f\u53d7\u5e7f\u544a\u554a\uff0c\u9053\u542c\u9014\u8bf4\u4ec0\u4e48\u7684\u5f71\u54cd\u6bd4\u8f83\u5927\u7684\u3002<\/li>\n<li>\u867d\u7136\u662f\u4e2a\u6d88\u8d39\u8005\u81ea\u5df1\u5e76\u4e0d\u600e\u4e48\u5728\u610f\u7684\u5c3a\u5ea6\uff0c\u4f46\u5b9e\u9645\u4e0a\u5f71\u54cd\u8fd8\u662f\u6bd4\u8f83\u5927\u7684<\/li>\n<\/ul>\n<\/li>\n<li>Perceived value for money &#8211; perceived value rating\n<ul>\n<li>\u8fd9\u4e2a\u54c1\u724c\u7684\u4e1c\u897f\u503c\u8fd9\u4e2a\u94b1\u5417\u3002\u3002\u611f\u89c9\u5c31\u662f\u4f20\u8bf4\u4e2d\u7684\u6027\u4ef7\u6bd4= =<\/li>\n<li>\u4e00\u822c\u5f88\u591a\u4fbf\u5b9c\u591f\u7528\u7684\u4e1c\u897f\u8fd9\u4e2a\u8bc4\u5224\u4f1a\u6bd4\u8f83\u9ad8\u3002\u3002\u50cf\u4f17\u591a\u65e5\u7cfb\u8f66\u4ec0\u4e48\u7684\u3002\u3002<\/li>\n<\/ul>\n<\/li>\n<li>Perceived quality\/esteem &#8211; quality perception rating\n<ul>\n<li>\u8fd9\u4e2a\u5c31\u662f\u5173\u4e8e\u5bf9\u54c1\u724c\u8d28\u91cf\u7684\u8bc4\u4ef7\u4e86- \u6bd4\u8f83\u770b\u91cd\u8d28\u91cf\u7684\u987e\u5ba2\u8fd9\u4e2ametric\u4f1a\u6bd4\u8f83\u770b\u91cd<\/li>\n<li>\u5c31\u8ddf\u4e0d\u5c11\u4eba\u4e00\u60f3\u8d77\u5fb7\u7cfb\u8f66\u5c31\u89c9\u5f97\u8d28\u91cf\u6bd4\u8f83\u597d\u4e00\u6837<\/li>\n<\/ul>\n<\/li>\n<li>Purchase intension &#8211; likelihood of purchase\n<ul>\n<li>\u201c\u4f60\u4f1a\u4e70\u8fd9\u4e2a\u54c1\u724c\u7684\u5546\u54c1\u5417\uff1f\u201c<\/li>\n<li>\u4e00\u822c\u90fd\u4f1a\u53d7\u4e0a\u8ff0metric\u7684\u5f71\u54cd\u3002\u3002\u5927\u6982\u7b97\u662f\u4e2a\u6c47\u603b\u5427\uff0c\u4e5f\u662fattitude\u7684\u6700\u540e\u4e00\u6bb5<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p>Usage<\/p>\n<ul>\n<li>\u8fd9\u4e2a\u5c31\u662f\u5df2\u7ecf\u6210\u4e3a\u67d0\u54c1\u724c\u7684\u987e\u5ba2\u4e86-\u7136\u800c\u4e8b\u60c5\u5e76\u6ca1\u6709\u7ed3\u675f<\/li>\n<li>\u5173\u4e8e\u987e\u5ba2\u7684\u6d88\u8d39\u4e60\u60ef\u8fd8\u662f\u6709\u7528\u7684\u3002\u3002\u4e70\u4e86\u4ec0\u4e48\uff0c\u4e70\u4e86\u591a\u5c11\uff0c\u4ec0\u4e48\u7684\u65f6\u5019\u4e70\uff0c\u6362\u54c1\u79cd\u4e86\u5417\u3002\u3002\u3002\u3002\u7b49\u7b49\u7b49\u7b49<\/li>\n<li>\u6839\u636e\u987e\u5ba2\u7684\u6d88\u8d39\u4e60\u60ef\u4f18\u5316\u81ea\u7136\u5c31\u5f15\u5165\u5230\u987e\u5ba2\u6ee1\u610f\u5ea6\u7684content\u4e86<\/li>\n<\/ul>\n<h2>\u987e\u5ba2\u6ee1\u610f\u5ea6\u21d2\u5fe0\u8bda\u5ea6<\/h2>\n<p>\u55ef\u3002\u3002\u987e\u5ba2\u4ece\u6ee1\u610f\u53d8\u6210\u6b7b\u5fe0\u7c89\u4e5f\u662f\u6709\u4e00\u4e2a\u8bc4\u5224\u7684\u8fc7\u7a0b\u7684\uff1a<\/p>\n<p>Customer satisfaction \u21d2 willingness to recommend \u21d2willingness to search<\/p>\n<ul>\n<li>Satisfaction: \u6307\u6709\u591a\u5c11\u767e\u5206\u6bd4\u7684\u987e\u5ba2\u5bf9\u4ea7\u54c1\u611f\u5230\u6ee1\u610f\u7684\uff0c\u4e00\u822c\u7684\u8ba1\u7b97\u662fsatisfaction = performance-expectation \uff08\u6240\u8c13\u7684\u671f\u671b\u8d8a\u5927\uff0c\u5931\u671b\u8d8a\u5927\u4ec0\u4e48\u7684\u3002\u3002\u55ef\uff09<\/li>\n<li>Recommend: \u4e00\u822c\u90fd\u662f\u6bd4\u8f83\u5fe0\u8bda\u7684\u987e\u5ba2\u624d\u4f1a\u53bb\u5411\u8eab\u8fb9\u4eba\u63a8\u8350\u54c1\u724c\u7684\u4e86\u3002\u7b97\u662f\u4e2a\u201csoft\u201d loyalty metric\uff0c\u6bd4\u5355\u7eaf\u7684\u611f\u5230\u6ee1\u610f\u8981\u575a\u56fa\u3002\u3002\u55ef<\/li>\n<li>Search: \u5c31\u7b97\u6211\u632a\u7a9d\u4e86\u90fd\u8981\u627e\u5230\u8fd9\u4e2a\u54c1\u724c\u3002\u975e\u5e38\u5fe0\u8bda\u7684\u987e\u5ba2\uff0c\u4f8b\u5982\u4e0d\u5c11\u670b\u53cb\u8fc7\u6765\u4e86\u4e5f\u8981\u627e\u8001\u5e72\u5988\u4ec0\u4e48\u7684\u3002\u3002\u2018hard\u2019 loyalty metric\uff0c\u6bd4\u5411\u670b\u53cb\u63a8\u8350\u8fd8\u8981\u575a\u56fa\u7684\u5fe0\u8bda\u5ea6\u3002<\/li>\n<\/ul>\n<p>\u7136\u800c\u7528\u4ec0\u4e48\u53bb\u8861\u91cf\u987e\u5ba2\u7684\u5fe0\u8bda\u5ea6\u5462\u3002\u3002\u6709\u4e2a\u53ebNPS\u7684\u4e1c\u897f<\/p>\n<h3>Net Promoter Score<\/h3>\n<p>emmm\u3002\u3002\u4e00\u770b\u4e0a\u53bb\u597d\u50cf\u633a\u9762\u5584\u7684\uff0c\u8fd8\u8bb0\u5f97\u90a3\u4e9b\u95ee\u4f60\u201c\u4f60\u6709\u591a\u5c11\u53ef\u80fd\u4f1a\u60f3\u4f60\u670b\u53cb\u63a8\u8350\u8fd9\u4e2a\u4ea7\u54c1\u5462\uff1f\u201d\u4e4b\u7c7b\u7684\u95ee\u9898\u5417\u5417\uff1f\u8fd9\u4e2a\u5c31\u662fnet prompter score\u7684\u8c03\u67e5\u95ee\u5377\u3002\u3002<\/p>\n<p>\u4e00\u822c\u7684\u95ee\u6cd5\u5c31\u662f\uff0c\u201c\u4f60\u6709\u591a\u5c11\u53ef\u80fd\u4f1a\u60f3\u4f60\u670b\u53cb\u63a8\u8350\u8fd9\u4e2a\u4ea7\u54c1\u5462\uff1f\u201d\uff0c\u7136\u540e\u7ed9\u4e00\u4e2a0\u523010\u7684\u8bc4\u5206\uff0c\u5927\u6982\u4f1a\u957f\u8fd9\u6837\u7684\uff1a<\/p>\n<p><a href=\"https:\/\/luke6887.me\/?attachment_id=337\" rel=\"attachment wp-att-337\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-337\" src=\"https:\/\/luke6887.me\/wp-content\/uploads\/2018\/07\/MIS784-NPS1.png\" alt=\"\" width=\"956\" height=\"490\" srcset=\"https:\/\/blog.luke6887.me\/wp-content\/uploads\/2018\/07\/MIS784-NPS1.png 956w, https:\/\/blog.luke6887.me\/wp-content\/uploads\/2018\/07\/MIS784-NPS1-300x154.png 300w, https:\/\/blog.luke6887.me\/wp-content\/uploads\/2018\/07\/MIS784-NPS1-768x394.png 768w\" sizes=\"auto, (max-width: 767px) 89vw, (max-width: 1000px) 54vw, (max-width: 1071px) 543px, 580px\" \/><\/a><\/p>\n<p>\u8fd8\u6709\u5206\u533a\uff1a<\/p>\n<ul>\n<li>0-6\u5206\uff1adetractors\uff0c\u5e76\u4e0d\u6ee1\u610f\u7684\u987e\u5ba2\uff0c\u53ef\u80fd\u4f1a\u7ed9\u522b\u4eba\u8bf4\u4f60\u7684\u4ea7\u54c1\u7684\u574f\u8bdd\u7684\u4eba<\/li>\n<li>7-8\u5206\uff1apassives\uff0c\u867d\u7136\u611f\u5230\u6ee1\u610f\uff0c\u4f46\u662f\u70ed\u60c5\u5e76\u4e0d\u9ad8\uff0c\u6709\u6d41\u5931\u7684\u98ce\u9669<\/li>\n<li>9-10\u5206\uff1apromoters\uff0c\u54c1\u724c\u6b7b\u5fe0\u7c89\uff0c\u4f1a\u7ed9\u522b\u4eba\u63a8\u8350\uff0c\u7ed9\u54c1\u724c\u505a\u8d21\u732e\u7684\u4eba\u7fa4<\/li>\n<\/ul>\n<p>\u8ba1\u7b97\uff1aNPS= Promoters (%) &#8211; Detractors (%)<\/p>\n<p>\u4f8b\u5982\u4e0a\u56fe\u7684\u4f8b\u5b50NPS\uff1a5=30\uff08%\uff09- 25\uff08%\uff09<\/p>\n<p>\u4f5c\u4e3a\u4e00\u4e2a\u7b80\u5355\u7684\u5ba2\u6237\u5fe0\u8bda\u5ea6\u8ba1\u7b97\u65b9\u6cd5\uff0c\u5f53\u7136\u662f\u65e2\u6709\u4f18\u70b9\u4e5f\u6709\u7f3a\u70b9\u7684<\/p>\n<ul>\n<li>\u4f18\u70b9\uff1a\n<ul>\n<li>\u7b80\u5355\uff0c\u7b97\u662f\u6bd4\u8f83\u9ad8\u6548\u7684\u8bc4\u4ef7\u7528\u6237\u5fe0\u8bda\u5ea6\u7684\u8ba1\u7b97\u65b9\u6cd5\u5427\u3002\u3002<\/li>\n<li>\u770b\u4e0a\u53bb\u5f88\u591a\u516c\u53f8\u591a\u5728\u7528\u3002\u3002<\/li>\n<\/ul>\n<\/li>\n<li>\u7f3a\u70b9\uff1a\n<ul>\n<li>\u6027\u80fd\u4e0d\u592a\u597d-\u6ca1American consumer satisfaction index\u597d<\/li>\n<li>\u751a\u81f3\u8fd8\u6709\u4eba\u8bf4\u8fd9\u662f\u5047\u7684\u3002\u3002<\/li>\n<li>\u4e0d\u80fd\u53cd\u6620passive\u7fa4\u4f53\uff0c\u4f8b\u5982\uff1a\n<ul>\n<li>\u5982\u679cNPS=0\uff0c\u5e76\u4e0d\u77e5\u9053\u662f\u670950%\u7684Promotor\u8ddf50%\u7684detractor\u5462\uff0c\u8fd8\u662f\u5168\u90e8\u90fd\u662fpassive\uff1f<\/li>\n<\/ul>\n<\/li>\n<li>\u67d0\u4e2a\u7fa4\u4f53\u53d1\u751f\u53d8\u5316\u800c\u5176\u4f59\u4e24\u4e2a\u4e0d\u53d8\u7684\u65f6\u5019\u5e76\u4e0d\u80fd\u53cd\u6620\u5ba2\u6237\u6570\u771f\u5b9e\u662f\u4e0d\u662f\u589e\u957f\u4e86\u3002\n<ul>\n<li>\u4f8b\u5982\u539f\u672cpromotion=30%\uff0cpassives=40%\uff0cdetractor=30%\uff0c\u73b0\u5728detractor\u8d70\u4e86\u4e00\u534a\uff0c\u53d8\u6210promotion=35%\uff0cpassives=47%\uff0cdetractor=18%<\/li>\n<li>\u663e\u7136NPS\u662f\u63d0\u9ad8\u4e86\uff0c\u770b\u4e0a\u53bb\u5e94\u8be5\u6709\u589e\u957f\u4e86\u5427\u3002\u3002<\/li>\n<li>\u4f46\u5b9e\u9645\u4e0a\u53ea\u662f\u4e00\u90e8\u5206\u4eba\u8d70\u4e86\uff0c\u603b\u4f53\u5ba2\u6237\u6570\u662f\u51cf\u5c11\u7684\uff0cNPS\u5e76\u4e0d\u80fd\u53cd\u6620\u51fa\u6765<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p>\u7b2c\u4e00\u5468\u7684\u5e02\u573a\u8bfe\u5927\u6982\u5c31\u8fd9\u4e9b\u4e86\u3002\u3002\u73b0\u5728\u90fd\u7b2c\u56db\u5468\u4e86= =<\/p>\n<p>\u9898\u5916\u53c2\u8003\uff1a<a href=\"http:\/\/bbs.pinggu.org\/thread-503363-1-1.html\">http:\/\/bbs.pinggu.org\/thread-503363-1-1.html<\/a><\/p>\n<div id=\"s3gt_translate_tooltip_mini\" class=\"s3gt_translate_tooltip_mini_box\" style=\"background: initial !important; border: initial !important; border-radius: initial !important; border-spacing: initial !important; border-collapse: initial !important; direction: ltr !important; flex-direction: initial !important; font-weight: initial !important; height: initial !important; letter-spacing: initial !important; min-width: initial !important; max-width: initial !important; min-height: initial !important; max-height: initial !important; margin: auto !important; outline: initial !important; padding: initial !important; position: absolute; table-layout: initial !important; text-align: initial !important; text-shadow: initial !important; width: initial !important; word-break: initial !important; word-spacing: initial !important; overflow-wrap: initial !important; box-sizing: initial !important; display: initial !important; color: inherit !important; font-size: 13px !important; font-family: X-LocaleSpecific, sans-serif, Tahoma, Helvetica !important; line-height: 13px !important; vertical-align: top !important; 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