忠诚计划联盟作为一种重要的关系营销手段，其目的是希望通过计划联盟帮助企业实现溢出效应。虽然其重要性学术界和企业界已达成共识，但目前研究者和管理实务者还不明确忠诚计划联盟会给企业带来哪些溢出效应，该溢出效应是如何形成的，以及溢出效应在企业间的分布是否均衡等问题，这些均是企业决定是否采用忠诚计划联盟和如何选择联盟企业的关键，更是如今企业实践忠诚计划联盟急需解决的问题。本项目在明确忠诚计划联盟溢出效应构成和测量的基础上，分别从联盟自身的溢出效应和联盟会员促销的溢出效应两方面对溢出效应的形成机理进行研究，并对溢出效应在企业间的分布进行均衡性检验，同时通过策略实验的方式实现对联盟会员促销策略的优化设计；项目还将应用研究结果，对如何以溢出效应最大化为目标有效地组织和管理忠诚计划联盟提出操作性的策略和建议。该研究不仅对关系营销手段的实施提供理论依据和指导，还将丰富关系营销领域中相关问题的研究内容及方法。

Coalition loyalty programs, an important tool of relationship marketing, are implemented through partnerships among businesses to achieve spillover effects. Although coalition loyalty programs have become popular both in practice and as a focus of consumer research, relatively little is known about what and how a firm can benefit from the partnership. ( which spillover effects coalition loyalty programs can bring to businesses, how the spillover effects are formed, and whether the spillover effects are equally distributed among businesses). All these questions are the key points for firms to decide whether to adopt coalition loyalty programs and how to choose alliance partners. . Based on the clarification of the dimensions and measurement of coalition loyalty programs, this project will firstly investigate the formation mechanism of the spillover effects of the coalition and loyalty programs (LP) related promotions. Secondly this research will also test the allocation of the spillover effects among businesses, and use policy experiments to optimize the strategy of a coalition's LP related promotions. It will provide practical insights on how to organize and manage the coalition loyalty program. It will also develop theoretical and methodical implications for relationship marketing management.