The Research On The Recommending Sale Mode Basing On The Customer Loyalty

Nowadays, the research on customer loyalty is the key point of marketing research. The customer loyalty's main characteristics are the loyal customers' repeating purchase and recommendation to others. A lot of scholars think that the value brought by the loyal customers to the company is the profit made by their repeating purchase. The thesis is mainly about the loyal customers' recommendation behavior, which is more profitable than the loyal customers' repeating purchase. And the company also can make the recommendation sale as a means of marketing to explore its potential value. From the dissemination, the recommendation sale is more superior than the advertisement and other marketing activity on the focusing, depth and efficiency, which also plays an important role on the cost reduction and making public praise. In a word, recommendation sale is a marketing means worth the attention of the company.The thesis mainly makes the deep analysis of development the recommendation sale through the economics, marketing, dissemination, psychology and so on, and gives the thorough implementing methods of recommendation sales.The analyzing process of the thesis is divided into five parts. The first part is mainly about the concept, influencing factors and the significance of the customer's loyalty; the second part mainly tells the concept and value of the recommendation sale, and make the distinction between the concept and other relative concepts; the third part analyzes the feasibility of the recommendation sale from the angles of its developing advantages and environment, consumer's behavior, interpersonal dissemination network; the fourth part mainly discusses how to carry out the recommendation sale based above analysis; the five part discusses the prospective of recommendation sale development in china according to the reality. The author thinks there still exists many problems about the recommendation sale:(1) Because the interpersonal dissemination network is too complicated, it is difficult to control the loyal customers efficiently(2) As a marketing means, the recommendation sale can do its best only if it is cooperated with other marketing means.Though existing a lot of problems, the author proposes some countermeasures:(1) Find some key figures in the loyal customers and train and praise them to make them more active in recommendation.(2) Control the dissemination content and negative information of the loyal customers to make the behavior of recommendation sale more efficiently.