范登堡：见证精准营销的力量

前瞻观点：TNT将在2008年推出更为整合的直复营销解决方案,它涵盖了新客户获取,发展会员和忠诚度计划,在企业和目标消费者之间架起一对一沟通的桥梁。其中整合了全名址,半名址和无名址直邮,电话营销,电邮营销,以及面对面营销等多种渠道与消费者保持长久的联系,通过客户关怀提升满意度,帮助企业获得持续利润。 2007年影响力：TNT直复营销在2007年坚持致力于为企业客户提供整合的直复营销服务：扩充数据库,开发更精准高效的营销工具,继续拓展运营范围,以满足更多企业客户的需求。去年TNT的消费者偏好数据库——亿向^TM的数据量增长了近一倍,覆盖了上海,北京、广州和深圳近200万具有高消费能力的消费者,服务了多家国际品牌公司。     

戴尔模式与中国直复营销

中国的直复营销刚刚起步,缺乏对直复营销内涵的深刻理解,存在着重"直"轻"复"、商业信用缺失等问题,中国直复营销运作体系现阶段应采取对客户进行资源管理,建立客户访问制度,制定针对直复营销商业运作的消费者权益保护法规等措施,通过建立适合我国市场条件的配送模式和基于服务体系的战略联盟,探索具有中国特色的直复营销模式.     

直复营销——中小企业营销方式的发展趋势

直复营销将成为中小企业营销方式的发展趋势。因为中小企业的发展需要更精确、可衡量和高投资回报率的营销沟通,而以客户数据库和信息传递为核心的直复营销,在这方面可谓优势独具。     

互联网环境下Z木耳企业精准营销模式研究

互联网环境下,精准化成为营销的重要特征,现代信息技术手段建立个性化的消费者沟通服务体系。在共享经济和"互联网+"的指导思想下,结合信息传导、开放合作、价值共享的营销理念,借助大数据营销数据库技术,建立和消费者密切联系,对Z木耳企业精准营销模式研究。Z木耳企业应通过升级信息系统,整合消费者大数据,提升信息处理能力,塑造一体化思维,完善精准营销模式等措施,以此来打破Z木耳企业信息孤岛的局面,进而将企业各部门紧密联系在一起,实现企业内部一体化,更好助力企业发展。     

中小企业精准营销研究

现代信息技术的发展催生出许多新的传播和沟通方式,使得精准营销成为可能,为资源有限的中小企业带来了投资少、效益可观的营销机会。目前,多数的中小企业尚未有效的开展精准营销,或者虽然尝试运用了精准营销但未取得理想的效果。分析中小企业未能很好实现精准营销的原因,从对精准营销理念的深入理解,客户数据库的建立与信息的有效分析,市场的精准定位以及精准营销策略的制定与实施等方面对中小企业的精准营销提出建议。     

资讯

全球直复营销之父2006年亚洲精准营销论坛——实现客户和利润快速增长之88种捷径；如何快速“制造”销售人员大型公开课；中国企业CEO课程；清华大学卓越企业CEO（总裁）高级研修班     

直复营销——现代家具零售商场的营销创新模式

现代商战愈演愈烈,在欧美国家已非常风行的直复营销方式已悄悄进入中国市场。本文分析了家具零售企业营销模式存在的问题,分析了存在问题的原因,找出了解决问题的方案,重点对家具零售企业实施直复营销的做了阐述和分析,指出直复营销是家具零售企业的营销创新模式,值得重视和借鉴。     

直复营销——现代家具零售商场的营销创新模式

现代商战愈演愈烈,在欧美国家已非常风行的直复营销方式已悄悄进入中国市场。本文分析了家具零售企业营销模式存在的问题,分析了存在问题的原因,找出了解决问题的方案,重点对家具零售企业实施直复营销的做了阐述和分析,指出直复营销是家具零售企业的营销创新模式,值得重视和借鉴。     

企业市场营销的成功法则

市场营销是企业经营最重要的模块之一,企业只有通过市场营销才能够将产品销售给目标客户,目前企业常用的市场营销方法有直复营销和人际营销两种。销售工作是市场营销工作的重要环节,按照对目标客户影响力的不同,沟通在销售过程中被分为见面、言语和文字三种方式,让目标客户感觉企业所售产品满足"绳索"条件就可以实现成功销售。     

精准营销在B2C电子商务中的应用分析

目前,电子商务已经成为企业与企业、企业与消费者之间进行贸易的重要模式,我国B2C电子商务的数量与规模都得到了空前的发展,这就对传统的经营模式提出了巨大的挑战,营销模式也开始由传统粗放型发展模式转化为精准集约型,将精准营销模式引入到B2C电子商务中是大势所趋,本文主要分析精准营销在B2C电子商务中的应用.     

一对一:新世纪市场营销发展的新趋势

当今市场营销范式正从大众营销向一对一营销转变。和大众营销相比,一对一营销注重顾客份额而不是市场份额,细分顾客到个体的程度而不是群体的程度,与顾客对话与协作而不是“我说你听,我做你买”,将产品传递给顾客而不是将顾客推向产品。实施一对一营销要创建顾客管理机构,识别顾客的需求和价值,整合顾客数据库,进行批量定制生产。     

Managing Customer Acquisition Risk Using Co-operative Databases

Acquisition of new customers involves both opportunity and risk, and it is important for firms to predict and manage the risks involved in customer acquisition. Despite its importance, the management of customer acquisition risk has not been the subject of much academic research. This paper develops a framework for firms to manage customer acquisition risk using co-operative databases. We illustrate this framework in the context of the optimal selection of customers for direct mail with a ‘buy now, pay later’ payment option when the acquisition risk manifests as bad debt risk. Using data from a large scale direct marketing campaign, we show that our empirical model that incorporates bad debt risk substantially outperforms suboptimal targeting schemes that overlook bad debt risk. We also demonstrate how alleviating bad debt risk is one beneficial outcome of a fairly recent trend in database marketing, namely the emergence of co-operative databases.     

数据库营销的基础条件分析

本文对数据库营销应用的基础条件进行了分析,指出由于消费者购买习惯的转变、企业信息化水平的提高和管理理念的转变,在客户、技术和管理三个环节的基础条件已经具备。     

Organizational Learning and CRM Success: A Model for Linking Organizational Practices,Customer Data Quality,and Performance

A high quality customer database is a cornerstone of successful interactive marketing strategies and tactics. Based on the notion that customer data quality is not only a technical but also an organizational problem, this study develops and tests an organizational learning framework of the relationship between organizational processes, customer data quality and firm performance. The findings show that high quality customer data impact both customer and business performance and that the most important driver of customer data quality comes from the executive suite. A large portion of the impact of organizational culture on performance is mediated by customer data quality and data sharing. The results support the presence of a hierarchy of effects for enhancing data quality that runs from organizational learning (committed to a shared vision for CRM data), to cross-functional learning (marketing/IT cooperation, marketing/IT integration) to functional learning (data sharing).     

运用CRM提升客户忠诚度的途径探讨

提升客户忠诚度是当前营销领域的一个热点和难点,良好客户服务是提升客户忠诚度的最佳方法。为营造以客户为中心的业务流程、建设客户数据库、完善客户服务、开展客户分析和个性化服务,在CRM支持下提高客户忠诚度的途径,运用CRM中的分析型功能收集、整合和分析客户数据以提高客户忠诚度。     

Reversing the Logic: The Path to Profitability through Relationship Marketing

Many firms have experienced greater success through implementing relationship marketing strategies. This is achieved by gaining knowledge about their own customers through database marketing and about the general marketplace through marketing research. Over time, this has led firms to adopt a general framework which we call the conventional path to profitability. This conventional framework suggests that new product innovation leads to acquisition, acquisition combined with a rich experience leads to satisfaction, satisfaction leads to loyalty and customer retention, and loyalty/retention leads to profitability. However, we show that some of the links in the framework are weak based on both academic research and marketplace realities. Consequently, we reverse the logic of the conventional path to profitability. We introduce a new approach that starts the customer relationship management strategy with customer profitability and the notion that different customers should be rewarded and satisfied differently. In addition, we outline a strategy that relationship marketing firms can implement, leading to higher levels of customer profitability and offer directions for future research.     

Trust and direct marketing environments: A consumer perspective

The desire to establish long‐term customer relationships has led companies to consider normative as well as outcome related aspects of relationship development. Much of the research undertaken in this field has focused upon such activity in business‐to‐business markets. The current study sought to examine these issues, from the consumer perspective, in relation to approaches made by firms using direct marketing techniques, specifically direct mail. Empirical assessment was made of a sample of consumers in relation to their receptivity to product and service offerings from firms, and the effects of commitment, trust and privacy concerns upon this receptivity. In conclusion, some implications for marketing practice in developing customer relationships in direct marketing environments are discussed.     

A support vector machine (SVM) approach to imbalanced datasets of customer responses: comparison with other customer response models

Customer response is a crucial aspect of service business. The ability to accurately predict which customer profiles are productive has proven invaluable in customer relationship management. An area that has received little attention in the literature on direct marketing is the class imbalance problem (the very low response rate). We propose a customer response predictive model approach combining recency, frequency, and monetary variables and support vector machine analysis. We have identified three sets of direct marketing data with a different degree of class imbalance (little, moderate, high) and used random undersampling method to reduce the degree of the imbalance problem. We report the empirical results in terms of gain values and prediction accuracy and the impact of random undersampling on customer response model performance. We also discuss these empirical results with the findings of previous studies and the implications for industry practice and future research.     

Retailer credit cards and direct marketing—a question of synergy

In this article the author examines the link between personalised retailer credit cards and the use of direct marketing by retailers to foster the concept of the “privileged customer” with their cardholders, as well as boosting sales. Using the example of Debenhams, the growth of both credit cards and direct marketing is examined and the synergy between the two explored. Detail is given about the credit card data base held by Debenhams and suggestions are made as to how this information could be translated into effective direct marketing communication. The results of Debenhams direct marketing are used to demonstrate the effective use of this particular vehicle and finally consideration is given to the future in the United Kingdom for both retailer credit cards and direct marketing by retailers.     

Mine the direct marketing riches in your database.

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