Paradigms of derived exchange value effects in market network

Customer consumption value ultimately derives from enterprise production the consumption benefits which originating from inter-organizational cooperation as well as the transferred and accumulated exchange value of the enterprise with external organizations. This study plans to clarify the effect of the derived exchange relationship on enterprise exchange value, and also to identify the network models of different derived effect relationships. An analysis of the Taiwanese public health system revealed both positive and negative exchange value effects that impacted relationships among actors in the overall health system. Four generic models were presented by analyzing the qualitative data from phenomenon of different types of inter-organizational exchange behaviors, and other more complex models deduced from four generic models were also proposed.     

Building capabilities via suppliers' effective management of relationships

This paper is an empirical study identifying the role of a relationship-specific capability of building capabilities through relationships (CBC) when suppliers put efforts into increasing their perceived market effectiveness by managing the effects of relationship quality. The relationship between relationship quality and effectiveness is mediated by CBC. Suppliers in a supply chain form different levels of relationship quality with partners in response to market conditions and industry characteristics. Relationship marketing by suppliers requires a deep understanding of the role of CBC that is developed by a supplier and an effective utilization of CBC to lead an effective relationship to better outcomes. This leads to maximizing of the competitive advantages for suppliers and will help maintain effective relationships.     

Relationship quality as a resource to build industrial brand equity when products are uncertain and future-based

This article extends our understanding of industrial branding and the influence of buyer–seller relationships by examining key constructs within an industrial context where products are uncertain and future-based. SEM results elicited from 249 buyer surveys empirically validate satisfaction, trust and commitment as dimensions of relationship quality, and show that buyer–seller relationship quality facilitates direct and indirect seller brand equity accruals. Findings reveal that while focusing on sellers' corporate and product brands is good advice for building buyer–seller relationships, seller resource allocations to these areas should vary depending upon the selected target market segment(s). Findings support that sellers should place more focus on developing quality relationships with buyers than they should in focusing on the non-relational attributes of their corporate brands; however, if sellers choose to bypass building high quality customer relationships, they should instead funnel resources into their product brand offerings. Findings demonstrate that buyers credit their own skills and acumen when evaluating products with which they are confident, and ascribe increased value to the involvement of the seller as their attitude and certainty decrease. These findings provide strategic guidance to the sellers of uncertain and future-based industrial products.     

供电企业客户营销层次及策略研究

通过时供电企业客户关系营销层次的界定与选择以及客户关禾价值确立的分析,提出了针对用电企业来讲供电企业所采取的营销组合方法以及相应的营销策略。     

A service perspective on business relationships: The value creation, interaction and marketing interface

Adopting a service perspective or logic on business directs suppliers' focus in business relationships towards engaging with their customers' business processes. The purpose of this article is to analyze implications for value creation and marketing of adopting a service logic in business relationships. In the article it is demonstrated that a service perspective is multi-dimensional, enabling the mutual creation of value, with service as a mediating factor in that process. It is argued that value creation, purchasing, usage and marketing are intertwined processes. Here supplier-customer interactions are in a focal position. This perspective enables marketers to better understand how to develop and extend service offerings through assistance to customers' processes relevant to their businesses. Therefore, the underpinning logic of industrial interactions is analyzed in detail, extending marketing's conventional boundaries.     

Marketing's contribution to the implementation of business strategy: an empirical analysis

This paper describes a study that assesses the performance implications of matching marketing strategy to business strategy. In order to conduct this study we first reviewed the literature on marketing strategy to identify its key dimensions. We then conducted a survey of 1000 senior marketing executives about the strategic marketing practices adopted in their respective firms or business units, and developed scales to describe 11 strategic marketing activities. We next performed a K‐means cluster analysis using these scales to develop a taxonomy of marketing strategy types consisting of: Aggressive Marketers, Mass Marketers, Marketing Minimizers, and Value Marketers. We then observed that superior performance at the firm or SBU level was achieved when specific marketing strategy types were matched with appropriate Miles and Snow (1978) business strategy types. Copyright © 2001 John Wiley & Sons, Ltd.     

Relationship management: A sales role, or a state of mind?: An investigation of functions and attitudes across a business-to-business sales force

Commentators suggest that the business-to-business sales role is changing and evolving into relationship management. Previous research indicates that a relationship management role is very different from ‘traditional’ sales, and that it may require a different attitude on the part of the relationship manager. This research explores attitudes towards various aspects of relationship management across an entire international business-to-business sales force in a service industry context. We find that attitudes towards relationship management do not in fact align with job role. A cluster analysis reveals three attitudinal types of sales persons: Self-Directed; Team Leaders; and Strategic Sellers. Our findings suggest that some individuals may have attitudes that are inappropriate to their roles, and that attitudes should be taken into account when selecting relationship managers.     

关于天然气批发环节客户评价体系及精准营销的思考

近年来,中国天然气行业市场化改革不断深化,市场原有竞争格局受到挑战,但供应商现有客户评价管理较为粗放,客户评价体系不尽完善。新形势下的天然气行业客户评价及精准营销体系亟待建立,新体系遵循的原则包括:多维衡量,因地制宜;分类细化,量化评价;结合场景,灵活运用。可依据\"销量、价格、效益、信用、协作\"5个维度及15个指标,选取所需指标并赋予权重,获取指标数据源,运用分数归类定级方法进行判断。客户评价是工具,精准营销是措施。建议从做好精准营销基础项目、立足本职工作替客户分忧、运用大数据探索精准营销3个层面进行规划与升级。     

What's next in key account management research? Building the bridge between the academic literature and the practitioners' priorities

This research contrasts the academic literature on key account management (KAM) with the topics in this subject that are most critical to practitioners. Sixty four academic articles published in 17 journals, and ninety practitioners' articles appearing in the Velocity Magazine — published by the Strategic Account Management Association — were content analyzed and classified under ten ‘topic’ categories. Similarities and differences in the results for academics and practitioners are discussed. In addition, two specific topics were identified as being extremely important to managers but still under-researched by academics: the role of senior management in KAM, and the importance of internal alignment in determining KAM success.     

我国成品油销售企业顾客满意战略研究

论述了在新形势下,成品油销售企业应实施顾客满意战略,以质量、服务、品牌、信誉等综合手段为着力点,全面整合优化企业内外资源,提高顾客资产经营效率,不断增强人世后我国成品油销售企业的整体竞争力。我国成品油销售企业顾客满意战略可以从横向和纵向两个角度来看,横向由理念满意、行为满意、视听满意、产品满意、服务满意和情感满意等六大系统构成,纵向由物质满意、精神满意和社会满意三个层次组成。     

顾客价值链探析

顾客不仅仅是“经济人”、“消费人”,更是“生活人”,消费行为是其生活活动中的一个环节。研究顾客需求、顾客价值,制定有效的营销战略应该从顾客生活角度出发。生活价值追求形成顾客生活价值链;往往某一生活活动由若干种消费活动组成,各相关消费形成顾客追求生活价值的一个“组合消费价值链”;而某一消费行为是其中一个基本组成单元,单项消费的各有关环节组成“单项消费价值链”,与其他相关生活、消费行为紧密关联。企业的产品经营可以通过顾客价值链营销,提升顾客有关生活价值体系的整体价值水平,来营造良好的产品生态环境,提高顾客满意度和产品营销水平。     

基于B2C平台上网络女装品牌营销发展现状分析

本文以B2C电子商务为平台,结合现阶段中国服装行业B2C电子商务发展现状,分析网络女装品牌网络营销中面临的问题,并对未来B2C平台上网络女装品牌的发展提出一些建议,希望能给服装企业作参考。     

天然气企业市场营销业务闭环管理的思考

依据天然气行业经济发展形势,结合国内天然气企业存在的主要问题,基于国内天然气企业市场营销管理的现状,提出天然气企业市场营销业务闭环管理的思考,为丰富天然气企业市场营销管理思路和方法提供参考。     

The marketing strategy of a project-based firm: The Four Portfolios Framework

The purpose of this paper is to address the simultaneous management of multiple business relationships and multiple projects in the marketing strategy of the project-based firm. The research question is: How can the essence and interdependencies between the portfolios of relationships and projects be conceptualized as the marketing strategy of a project-based firm? We address this question by constructing a framework including two portfolios of relationships and two portfolios of projects, and by discussing how these portfolios may be interrelated. Combining the approaches of relationship management in project marketing on the one hand and the management of project portfolios on the other contributes a novel viewpoint to project marketing.     

基于服务质量模型的方案营销策略研究

解决方案营销是获取营销模式差异化优势的重要利器,其本质在于实现由“竞争导向”向“顾客导向”、由“交易营销”向“关系营销”的两个关键性转变。在分析传统营销模式和解决方案营销模式本质区别的基础上,借助Parasuraman的服务质量差距模型,提出解决方案营销的策略：全面了解顾客期望;选择正确的服务标准和规范;按标准提供和执行服务;履行承诺,制造惊喜。