证券信息服务中的关系营销与顾客资产管理

在证券信息服务中引入关系营销的理念,将有利于顾客关系的建立和顾客资产的保值增值。文章论述关系营销在证券信息服务中的重要意义,提出证券信息服务业的顾客生命周期及顾客资产特征,最后从关系营销的角度提出建立和维护顾客资产的若干方法。     

服务营销探析

市场竞争日趋激烈,竞争的胜利者将是那些理解顾客价值,创造顾客价值,提高顾客满意度和忠诚度,懂得营销策略和清楚服务营销的潜力价值的眼光型企业。服务营销是服务业从业人员的重要职责,服务营销管理是服务业管理者的主要任务,服务营销已经在营销市场上占据了不可或缺的地位,但是也面临很强大的考验和冲击,企业如何开展服务营销奖成为未来致盛的关键。     

服务管理的内部营销

服务管理的产生。服务管理就是将顾客的感知服务质量作为企业经营管理的第一驱动力(格朗鲁斯，1990)，其核心是服务质量。服务管理作为一种管理活动，是从营销服务的研究中逐渐发展起来，是面临服务竞争社会而产生的一种新的管理模式。20世纪70年代，欧美的一些营销学者发现，实体产品的营销理论和方法，不能适应服务业营销。如果仍采用过分强调降低成本和规模经济的管理方式对服务业实施管理，会造成服务质量下降，企业员工士气低落，进而导致顾客关系的破坏，最终出现利润下降的结果。瑞典学者诺曼(Norman)和芬兰学者格朗鲁斯(Gronroos)把这种现象称为“管理陷阱”。因此，服务业的管理需要不同于制造业的新的管理理论和方法。     

基于顾客资产的企业营销战略研究

在营销体系由交易营销向关系营销转变中,顾客已经成为现代企业最重要的稀缺性资源顾客份额取代市场份额成为衡量企业竞争优势、赢利能力、成长前景的重要指标。而顾客资产（Customer Equity）概念的提出,是＂以顾客为中心＂的服务经济时代又一次营销观念的创新和变革,它能够给企业带来长久的竞争优势。顾客资产就是所有顾客终身价值的总和,而顾客资产最大化才是企业营销战略的最终目标。基于顾客资产最大化的营销目标下,企业营销战略有STP战略、市场拓展战略和市场竞争战略,和基于品牌资产视角下的品牌战略,及顾客战略。     

企业与顾客共创价值视角下的顾客资产策略研究

文章在对顾客资产研究系统梳理基础之上,探讨了顾客资产研究在关系营销领域中的新探索和新变化,对价值共创视角下顾客资产研究的最新演变进行了前瞻性探索,指出顾客资产管理的趋势是更多的企业与顾客互动和合作。最后文章提出了基于价值共创视角的企业驱动、提升、优化和维护顾客资产的具体策略建议。     

顾客沟通技巧

管理大师松下幸之助关于管理的定义很简单:“企业管理过去是沟通,现在是沟通,未来还是沟通。”专家研究表明,优秀经理70%以上的时间都用在了沟通上。经理如此,营销人员也不例外。这是因为,新的营销环境下,顾客这一角色发生了质的变化。传统的营销理念仅仅将顾客作为企业的服务对象来看待,却使企业与顾客的关系局限在产品或服务提供者———终端使用者这种单一关系之上。这种关系不仅限制了双方之间更深层次的交流,也忽略了顾客的潜能。事实上,顾客在使用产品服务的同时,还能够承担其他角色,这些角色是企业与顾客之间除了交易关系之外的“连…     

社会化媒体营销与顾客资产、信任、忠诚的关系研究

本文在对相关文献梳理的基础上,系统地剖析了社会化媒体营销活动、顾客资产、顾客信任和品牌忠诚的关系,提出了相关研究假设和概念模型,为企业进行社会化媒体营销活动和管理顾客资产、提升品牌忠诚提供实践指导。     

浅析顾客投诉

顾客投诉是每一个企业皆遇到的问题，它是顾客对企业管理和服务不满的表达方式，也是企业有价值的信息来源，它为企业创造了许多机会。因此，如何利用处理顾客投诉的时机而赢得顾客的信任，把顾客的不满转化顾客满意，锁定他们对企业和产品的忠诚，获得竞争优势，已成为企业营销实践的重要内容之一。     

企业竞争的新武器——后营销管理

何谓“后营销管理” “后营销管理”是指企业销售商品并进行了售后服务之后，以维持现有顾客为目标所进行的一系列营销活动。与传统营销活动相比，后营销管理活动显得更温和、更有效。它是以“维持性”为基本特征的，即把营销的重点放在现有顾客的身上，通过了解和满足现有顾客的需求，培养一批对企业服务高度满意、对企业产品高度忠诚的长期顾客和终身顾客。     

顾客满意在服务企业营销中的作用分析

服务性企业服务质量管理是以顾客满意为最终目标。顾客满意理论是当前世界营销学界研究的前沿领域。顾客满意概念一经提出,就在西方市场营销研究领域里受到了高度重视,被奉为现代营销管理理论的核心内容。相比之下,我国对营销管理中的顾客满意研究起步不久,大多尚处于基本理念的探讨阶段,对服务营销中的顾客满意研究则更加有限。     

基于顾客价值的服务企业营销策略创新

随着顾客价值理论思想的建立,市场营销出现了从顾客角度看待产品和服务价值的观念。尤其对服务企业而言,顾客价值是企业竞争优势的新来源。在对顾客价值与服务企业营销创新的内在关联分析的基础上,提出了服务企业营销创新的策略,有利于提升服务企业的核心竞争力,实现企业的和谐快速发展。     

浅析县级电力市场营销管理

当前,我国电力改革与发展已进入了一个重要时期,建立统一、开放、竞争、有序、透明的电力市场已成为我国电力工业改革和发展的必然选择。在新的形势下,坚持"顾客至上,服务第一",以市场化为导向,以提高顾客满意度和简直增长为目标,通过现代化的市场营销,为顾客提供高品质的电力服务,实现社会效益与企业经济效益的统一,是电力企业及广大干部职工应树立的重要理念。     

商业银行客户——利润双导向营销模式研究

客户—利润双导向营销模式需要商业银行根据顾客的需求不断开发新的产品和新的服务,发掘新的利润空间。本文以国内A银行采取的客户—利润双导向营销模式为例进行研究,分析结果表明,这种营销模式能够提高客户满意度和竞争力。同时,商业银行还需要以客户为中心实现全行营销,加强现代科技手段的营销,有针对性地对客户提供个性化服务。     

Outsourcing customer support: The role of provider customer focus

An increasing number of firms are outsourcing customer support to external service providers. This creates a triadic setting in which an outsourcing provider serves end customers on behalf of its clients. While outsourcing presents an opportunity to serve customers, service providers differ in their motivation and ability to fulfill customer needs. Prior research suggests that firms with a strong customer focus have an intrinsic motivation to address customer needs. We suggest that in an outsourcing context, this intrinsic motivation does not suffice. Using a Motivation–Opportunity–Ability framework, we posit that the effect of a provider's customer focus will be moderated by a set of relational, firm, and customer characteristics that affect its ability to serve end customers. We test our conceptualization among 171 outsourcing clients from the Netherlands and then validate these results among 135 Indian outsourcing providers. The findings reveal that customer-focused providers achieve higher levels of customer need fulfillment but this effect is contingent on their ability to serve end customers. In particular, customer-focused providers more effectively fulfill customer needs when clients and providers share close relational ties, when clients also have a high level of customer focus, and when end customer needs exhibit a low degree of turbulence. In addition, we find that, in turbulent markets, equipment-related services offer greater opportunity for effective customer need fulfillment than other outsourced services.     

情感营销对顾客感知服务质量的影响研究

情感需求是消费者购买产品和服务时非常关注的一类需求,企业应在营销过程中利用情感要素增强营销效果。情感营销是企业从情感角度来满足顾客的需求,提高顾客感知服务质量。酒店分析情感营销对顾客感知服务质量的各个维度的影响,能为提升酒店服务质量提供有效情感营销策略。     

Implementing the third way

This article examines the transfer of NPM strategies by comparing Service Charter initiatives in the United Kingdom, United States and Australia. These three countries, together with Canada and New Zealand,are partofwhathas beendescribedas the ‘core’ new public management (NPM) policy community (Common 1998). Service Charters are an NPM strategy intended to change the culture of public service delivery to focus on the needs of the users, identified as ‘clients’ or ‘customers’. The objectives are to make service providers more responsive to users by guaranteeing specific standards for service delivery, providing a substitute for competition and a benchmark for measuring service quality. The first section examines the historical and political context of the development of the Citizen's Charter and Service First programmes in the UK, customer service plans in the USA and Government Service Charters in Australia. The second section explores the similarities and differences between these charter initiatives based on analysis of public documents. There is evidence of convergence at the ideological level as managerial values underpin the service charter frameworks in all three jurisdictions (Walsh 1994; Pollitt 1995; Kettl 1997). Despite drawing from a similar toolkit influenced by private sector techniques, significant differences between the country contextshaveresultedindivergent strategies. Timing in the three countries examined suggests that national politics rather than global policy convergence is more significant in explaining the development of service charters. This case study provides evidence of policy transfer rather than policy convergence (Common 1998). The final section considers the limitations of the customer service model. Monitoring quality iscentral to theprogrammes in all three countries. Performance monitoring is essentially a quantitative methodology that requires criteria and indicators for measuring the quality of service delivery and programme outcomes. Two problems are considered. The first is the difficulty of specifying and measuring service quality. The second is that quality indicators derived from services marketing and management research do not take into account the characteristics of public services.     

Customer value from a customer perspective: a comprehensive review

The value concept is one of marketing theory’s basic elements. Identifying and creating customer value (CV) – understood as value for customers – is regarded as an essential prerequisite for future company success. Nevertheless, not until quite recently has CV received much research attention. Ideas on how to conceptualize and link the concept to other constructs vary widely. The literature contains a multitude of different definitions, models, and measurement approaches. This article provides a broad overview, analysis, and critical evaluation of the different trends and approaches found to date in this research field, encompassing the development of perceived and desired customer value research, the relationships between the CV construct and other central marketing constructs, and the linkage between CV and the company interpretation of the value of the customer, like customer lifetime value (CLV). The article concludes by pointing out some of the challenges this field of research will face in the future.      

我国智能手机营销策略分析

随着科技进步和消费习惯的变革,智能手机以超乎寻常的速度迅速抢占全球手机市场,而其营销在我国市场范围内具有其特殊性。本文针对我国手机市场和消费者行为、心理的调查,以当下最具代表性的智能手机品牌苹果和小米为例,运用4Ps理论从产品、价格、分销、促销四角度,对我国智能手机营销策略进行了较为全面的分析,旨在为我国智能手机营销提供参考。     

对于"长尾企业"关系营销中顾客关系的探讨——基于长尾理论下顾客关系的探讨

随着互联网的普及,以及技术的飞速发展,"长尾理论"应运而生,"长尾企业"不断涌现,在此环境下怎样来做关系营销?尤其是关于顾客关系这一方面,它是否具有特殊性,怎样来改善长尾企业的顾客关系? 都是值得讨论的.     

顾客营销策略探讨

顾客营销是以全方位满足顾客个性化需求为内容的顾客导向营销理念。文章以顾客营销为研究主题,从顾客营销的内涵、顾客营销过程分析入手,着重对顾客营销策略进行论述和探讨。