The Platform Strategy for a Value Integrator
Date Issued
2006
Date
2006
Author(s)
Liang, Jin-Lin
DOI
en-US
Abstract
The fundamental objective of a loyalty program is to reward loyal behavior of customers with special services or offerings so that it can generate repeat purchases leading toward economic goals. From the market experience, we observe that multiple merchants loyalty program emerged as a trend and it provides complete benefit for both customers and participated merchants. However, there are some unanswered concerns of the true benefits a multiple merchant loyalty program can deliver and of the potential losses by joining the program, such as brand equity, customer database, and clear differentiation in market proposition. Consequently, the participated merchant should leverage the benefits from co-marketing based on the platform and continuously work on building its own brand and differentiation.
In the operation of a multiple merchant loyalty program, the platform operator is defined as a sharing utility provider. What is the positioning a platform operator should take? What is the role and responsibility between the participated merchants and the platform operator? In order to enhance its propositions and importance in the value network, a platform operator should actively seek for expanding its existing businesses to database marketing and eCommerce. By doing so, it can reposition itself from a value integrator to a value creator.
Subjects
顧客忠誠活動
價值整合者
平台策略
Loyalty program
value integrator
platform operator
Type
other
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