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12398 
10838联合型忠诚计划是由两家或两家以上的企业合作向顾客推行的共同的忠诚计划，它本质上是一种针对消费者多企业购买行为的回报计划，是管理顾客忠诚的重要工具。本文基于对现有文献的梳理，提出了一个联合型忠诚计划运作机理分析框架（即，设计要素—作用路径—作用结果），并通过整合不同参与方视角，回顾了联合型忠诚计划的主要设计要素（如，用户组合、消费回报、伙伴关系），阐述了联合型忠诚计划在运作中产生的价值创造效应、溢出效应与数据效应三种作用路径，分析了联合型忠诚计划存在的多种忠诚模式，进而针对联合型忠诚计划的结构设计、价值分配和忠诚转化等未来研究方向提出了建议。
联合型忠诚计划研究现状与展望
摘要
参考文献
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引用本文
康俊, 包佳鑫, 江林. 联合型忠诚计划研究现状与展望[J]. 外国经济与管理, 2019, 41(4): 85-97.
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