First, consumers and customers are different marketing targets of enterprises.
Although the two concepts of consumer and customer are not clearly defined in western classic marketing works, there are obvious differences in their use, and they do not replace each other. For example, in philip kotler's book Marketing Management (Asia Edition), he used the word "customer" more than the concept of "consumer". In the book Consumer Behavior and Marketing Strategy co-authored by J Paul Peter and Jerry C Olson, the word "consumer" is mainly used, and the word "customer" is rarely used. This situation is also common in other monographs. However, these classic works do not clearly define the two to distinguish them.
When the global economy enters the era of knowledge economy and Internet, the competition among enterprises becomes more and more fierce, and the market changes faster and faster. If an enterprise wants to survive and develop in such a complicated and changeable environment, its marketing strategy must be more clear and targeted, rather than abstract and vague principles and policies. In this way, it is very important to distinguish between "consumers" and "customers".
We can understand the definition of the two in this way-"consumers refer to the end users and beneficiaries of enterprise products and services." And "customers refer to people or groups that have direct business dealings with enterprises".
Consumer's consumption activity is the foundation of the whole social and economic operation, and it is also the starting point and foothold of enterprise's business activities. All human activities are for the better life of mankind. In the theoretical study of marketing, we use the word "consumer". First of all, it is clear that the reason for the existence of enterprises is to "meet the needs of the end users and beneficiaries of their products and services"; Second, from this perspective, it is convenient to distinguish different types of consumers and formulate correct marketing strategies. The main feature of consumers is "ultimately using products and services and ultimately benefiting". Here, we must put aside how consumers get products or services (he may get gifts, compensation or other ways and means-for example, family members enjoy the food bought by housewives, etc. ). Only examine whether consumers "use" or "benefit" products or services. In this way, we can clearly know that whether consumers directly deal with enterprises is not the standard to determine their consumer identity.
"Customer"-as an individual or group that has direct business dealings with the enterprise, it often overlaps with the identity of consumers. For example, we buy movie tickets to watch movies, and we go to fast food restaurants to buy fast food to enjoy. However, in many cases, these two identities are separate. For example, when a gentleman goes shopping with his wife, he doesn't buy anything, and what his wife buys is not for his consumption. The purpose of his accompanying his wife is either to accompany her or to put forward his own reference opinions. At this point, he is just a pure "customer". Another example is group buyers, who buy equipment, industrial raw materials, village materials or office supplies, not for their own use and consumption, but for the use or consumption of others in the group. The buyer only buys here, and he is also a typical "customer". We can understand "customers" in this way. No matter what his purpose is, as long as he has direct business dealings with the enterprise (procurement, consultation, visit, negotiation, complaint, information exchange, etc.). ), he is a "customer" of the enterprise.
In the marketing object of an enterprise, "customer" and "consumer" are two overlapping thinking categories, and their overlapping parts make us not distinguish them in previous studies, while their non-overlapping parts are ignored.
Second, the difference of demand structure between "customers" and "consumers"
The difference between customers and consumers mainly lies in whether they have direct business dealings with enterprises. From this perspective, we can clearly judge the difference in demand structure between the two.
First of all, each factor has different weights in their demand structure. For example, the price of products and services plays an extremely important role in the "monetary cost" of their demand structure, because customers directly participate in or implement the purchase behavior, and when consumers use and consume products or services, the role of price factors has declined or is no longer the main factor in their demand structure, because their monetary costs have been paid or paid by others. For another example, because customers directly deal with enterprises, the image of enterprise personnel has a great influence on customers, while consumers have no direct relationship with enterprises, so the image of enterprise-related personnel has a low weight in the demand structure.
Secondly, the requirements for environmental factors are different. As a customer, his identity is confirmed when he has direct business dealings with the enterprise, or he can only have the "customer identity" when he has direct business dealings with the enterprise, so the environment when dealing with the enterprise is the "customer environment", and when the "customer" identity and the "consumer" identity are completely separated at the same time, it is a complete "objective environment". However, the consumption environment of consumers is not. First, this environment is more arbitrary and controllable. Second, the consumption environment is generally more autonomous. More often, the consumption environment is not created by enterprises, but by society, families or consumers. Only under the condition of simultaneous purchase and consumption can enterprises (such as catering, entertainment, tourism, etc.) create a consumption environment. Therefore, customers and consumers have different requirements for their own environment.
Third, customers and consumers have different sources of satisfaction. Since 1987, the United States Department of Commerce established the Baldridge National Quality Award, the word "satisfaction" has become popular in business and theoretical circles. At present, many enterprises in China attach importance to "customer satisfaction" and think that customer satisfaction is the basis of customer loyalty. To a great extent, the establishment of customer assets is to create customer satisfaction first. But we talk more about "customer satisfaction" than "customer satisfaction". Customer satisfaction comes from direct communication between customers and enterprises. In this kind of business communication, the accuracy, reliability, timeliness and completeness of the information provided by the enterprise, the professional level and quality of the enterprise personnel, the environmental quality provided by the enterprise and the thoughtful service provided by the enterprise directly determine the customer satisfaction; Consumer satisfaction comes more from the process of using and consuming products and services-in this process, their consumption experience, the comparison between the actual utility of products and consumers' expectations, social evaluation and so on determine the level of consumer satisfaction. This difference in the sources of satisfaction is actually a concrete manifestation of the structural difference between customer demand and consumer demand.
Third, the marketing significance of distinguishing customers from consumers
Undoubtedly, from the perspective of profit, customers are directly related to the source of corporate profits. Therefore, enterprises pay more attention to every transaction with customers. This is exactly the focus that many enterprises are paying attention to now: almost all promotional activities are aimed at customers-facilitating the conclusion of transactions. However, the commitment to customers-in essence, the commitment to consumers-has not been fulfilled by many enterprises, and is even regarded as a heavy operating burden (which is the basic source of the lack of corporate integrity). Distinguishing between customers and consumers is helpful for us to correctly understand the establishment of customer assets or customer loyalty.
Building a good relationship with consumers is the basis of building customer assets. The establishment of customer assets is a long-term project, but it does not start with dealing with customers, let alone end with each transaction, but starts with the relationship with consumers, or is determined by the relationship with consumers. Whether the customer identity and the consumer identity completely coincide or completely separate, it is the relationship with the consumer that determines the customer relationship. For example, if a son gives his father a massager, the function of the massager is not as good as that advertised by the enterprise. If the father is very dissatisfied, the son will reduce his satisfaction and spread the purchase experience to his related groups, thus affecting the purchase decision of potential customers. If drivers and passengers (consumers) are extremely dissatisfied with the quality and after-sales service of a brand car newly purchased by a company, then the brand will not be considered when the car needs to be updated next time. If the feedback of raw and auxiliary materials purchased by the purchasing department of an enterprise from the workshop or office is ideal, this kind of purchasing behavior will be strengthened. Therefore, the repeated purchase behavior of customers depends on the attitude of consumers. This is the fundamental reason why the modern marketing concept emphasizes "starting from the needs of consumers".
◆ Differentiating between customers and consumers, enterprises can make better use of secondary communication, thus achieving the purpose of establishing customer assets. The sources of consumer satisfaction have been discussed above. But consumer satisfaction will be affected by customers. This kind of influence is mainly that customers get relevant information when they are in direct business contact with enterprises, and then spread this information to consumers (to achieve secondary communication), thus affecting consumers' expectations and evaluation of products. Under the condition of modern knowledge economy, the scientific and technological content of products is increasing and their functions are constantly improving. Relatively speaking, enterprises undoubtedly know the most about products, followed by customers, and consumers are the least. It is consumers who need to master product knowledge most. By influencing customers first and then influencing consumers, enterprises can make consumers have the satisfaction expected by enterprises, thus strengthening the relationship with customers and achieving the purpose of establishing customer assets.
◆ Distinguishing between customers and consumers can make more effective use of the marketing resources of enterprises.
Realize the marketing purpose of the enterprise. Because customers and consumers pay different attention to the same enterprise or the same product and service, their demand structure is also different. Then there should be differences in the process of integrating the marketing resources of enterprises and establishing good relations with customers and consumers. For example, as a customer, the difficulty of information acquisition, the convenience of purchase, the length of the purchase process and the respect and understanding of relevant personnel during the purchase process are very important, and enterprises must consider it when designing the whole marketing process; The starting point of enterprise marketing strategy is to make consumers pay more attention to the correlation between the scientific and technological content of products and their own interests, the advanced and reliable function of products, the safety and economy of use and consumption, and the convenience of maintenance and service. The marketing resources of enterprises should be integrated and utilized around these two aspects, so as to make the marketing strategy of enterprises more targeted and operable, and finally realize the marketing objectives of enterprises.