有什麽區別呢？下麵是網上查到的一點解釋。（http://expertsinmembershipmarketing.blogspot.com/2011/01/difference-between-membership-and.html）
The difference between Membership and Loyalty
I often speak with corporate marketers about developing programs that increase the level of engagement between their customers and their business. Usually they end up saying something like "...we already have a loyalty program."
Well, a loyalty program is very different than a membership program.
Wikipedia defines a Loyalty Program as "...structured marketing efforts that reward, and therefore encourage, loyal buying behavior — behavior which is potentially of benefit to the firm."[
The focus of the relationship is one dimensional being only based upon 'buying' or simply transactions.
Membership is a whole 'nuther kettle of fish.
With membership, the customer also buys into the "mission" of the organization and is aptly '"rewarded" for this both by the organization as well as by his/her own good feelings of accomplishment. Membership uses the individuals need to be part of something bigger, to leave a legacy, to develop a loyalty that far surpasses anything a simple "loyalty program" can achieve.
This is what corporations should be aspiring to. Jimmy Buffet, KISS, Apple, the list goes on. These corporate brands have taken loyalty to the level of membership. Their customers 'identify' with them and THAT drives sales. The sales are indicative of the loyalty - but not the whole shabang.
The difference between Membership and Loyalty
I often speak with corporate marketers about developing programs that increase the level of engagement between their customers and their business. Usually they end up saying something like "...we already have a loyalty program."
Well, a loyalty program is very different than a membership program.
Wikipedia defines a Loyalty Program as "...structured marketing efforts that reward, and therefore encourage, loyal buying behavior — behavior which is potentially of benefit to the firm."[
The focus of the relationship is one dimensional being only based upon 'buying' or simply transactions.
Membership is a whole 'nuther kettle of fish.
With membership, the customer also buys into the "mission" of the organization and is aptly '"rewarded" for this both by the organization as well as by his/her own good feelings of accomplishment. Membership uses the individuals need to be part of something bigger, to leave a legacy, to develop a loyalty that far surpasses anything a simple "loyalty program" can achieve.
This is what corporations should be aspiring to. Jimmy Buffet, KISS, Apple, the list goes on. These corporate brands have taken loyalty to the level of membership. Their customers 'identify' with them and THAT drives sales. The sales are indicative of the loyalty - but not the whole shabang.
