关系营销、营销管理及顾客导向探析

在关系营销领域内，关系营销的概念、营销管理以及顾客导向是学术界研究的热门课题。本着在评述现有献的基础上，对这三个基本理论问题进行探析，并提出了自己的看法。     

Buyer-Seller Interaction,Capacity Management,and Relationship Marketing

Abstract

This paper provides insight into the dynamic sales processes that occur in the restaurant industry. Its primary purpose is to provide hospitality marketers and managers a framework tor improving overall sales in food and beverage organizations. After outlining this framework for increased restaurant sales, a detailed overview of buyer-seller interaction, relationship marketing, and restaurant management literature is provided to give the reader an understanding of previous Studies.     

Relationship Marketing and Association Management

Executives of associations, clubs, and professional societies need to understand and utilize a marketing oriented approach to managing their organizations. Marketing is not just selling a product; it is the sensitivity and commitment to align the organization's purpose to satisfying its members. Associations' success depends on maintaining its current members, attracting new members, and invoking involvement. Since associations do not usually offer a "product," it is necessary that they concentrate on presewing and serving their membership through quality service. This paper explains the importance of implementing a marketing orientation as well as the value of improving marketing efforts for associations.     

Stakeholders Management Systems: Empirical Insights from Relationship Marketing and Market Orientation Perspectives

This paper explores the managerial aspects of the relationship with stakeholders, under the assumption that transfer of knowledge is being made from relationship marketing and market orientation perspectives. These marketing tools may prove useful to manage the relationship with other stakeholders, as has been the case with customers. This study focuses on a sample of Spanish companies representing 43% of listed companies with the largest market capitalization. Given that this is the first time that corporate relationship with stakeholders is analyzed in Spain, a qualitative technique (case analysis) was used. The main conclusion of the study is that most of the participant companies have a reactive position vis-à-vis stakeholders management systems. This attitude is reflected in their concern exclusively about ethical indexes managers. J. García de Madariaga Assistant Professor, Marketing Department, Universidad Complutense de Madrid. Ph.D. in Marketing and B.A. in Advertising, Universidad Complutense de Madrid. His work has been published in refereed international journals and also in Spanish journals. He has also published numerous refereed articles in the proceedings of major national and international conferences. He is also an active marketing and marketing research consultant. Carmen Valor Ph.D. (Marketing) at Universidad Complutense de Madrid (Spain), MBA (Universidad Carlos III de Madrid, Spain). Currently, Visiting Teacher at Universidad Pontificia de Comillas-ICADE. She is also an active Research Member at Economistas Sin Fronteras Foundation and GEIES (Universidad San Pablo-CEU). Her work focuses on several issues related to corporate social responsibility and consumer behaviour. Her research has been published, inter alia, in the Journal of Business Ethics, Journal of Business and Society, Business and Society Review, or Investigación y Marketing.     

Impact of Consistency in Customer Relationship Management on E-Commerce Shopper Preferences

Customer Relationship Management (CRM) in e-commerce is concerned with retaining the existing customers on a long-term basis, motivating them to come back to shop for more and to talk positively to their peers about the products and services provided. Fourteen items have been identified in a developed questionnaire to measure CRM factors in consistency of customer treatment. They are consistencies of: price-quoting, steps to execute a transaction, design of the shopping Web page, site navigation, promotions offered, indication of in-stock products, product variety, alternative product suggestions, fraud protection, presented guarantees involving the product, fairness of the site, help offered, return policies, and personal information. To determine the validity of the items, 100 e-commerce experts from academia were presented the questionnaire and asked to rate the importance of the individual items. The developed tool had a Cronbach's Alpha internal consistency value of 0.81. A multivariate analysis was conducted to cluster the aspects of consistency in CRM. For this purpose, two factors were identified: Technical and Customer Treatment Factors. The individual Cronbach's Alpha values were 0.84 for Treatment Factor and 0.74 for Technical Factor. The analysis indicated that the Technical Factor included the consistencies of shopping steps, site design, and navigation, while the Customer Treatment Factor included the consistencies of promotions, in-stock indication, product variety, fraud protection, presented guarantees, customer fairness, and return policies. Based on the analysis, 10 guidelines for Consistency in CRM were produced. The guidelines can be applied to Business-to-Consumer (B2C) e-commerce sites as part of their CRM policy.     

Formal Human Resource Management Practices in Small Growing Firms*

Using data from micro, small, and medium firms in Australia, the paper exams changes with size toward more enunciated and prescribed practices; (2) the changes in HRM in small and medium‐sized firms begin early in the growth process and proceed at a faster rate than during the latter growth phase; and (3) the adoption of formal HRM practices at the managerial level lags behind that at the operational level at the smaller firm sizes.     

Marketing Relationship Management: Antecedents to Survival and Dissolution

ABSTRACT

Though investing in relationships in order to continue them seems intuitive, is every relationship worth further investment? For those partnerships in unstable conditions, it is important to know which ones are headed for dissolution and which ones have the potential to survive.

In addition to assessing the economic value of continuing a partnership, this paper argues that the behavioral quality of a relationship should also be considered if relationship management is to be successful. A Partnership Survival Framework (PSF) is offered, wherein conflict response behaviors are shown to be predictive of not only survival but also the quality of a relationship. Here, the PSF is proposed and tested. Support is found for the framework and theoretical and managerial implications are discussed.     

关系营销是客户关系管理的核心理念和指导思想

关系营销是客户关系管理的核心理念和指导思想,客户关系管理的核心是客户关系。通过客户关系管理这一过程,企业最大程度地掌握和利用顾客信息,以培养和增强顾客的忠诚度,实现顾客的终身挽留。关系营销与客户关系管理进行有效整合,可以使关系营销理论得到全新发展,也让客户关系管理理论在中国的环境中得到更好的发挥和实现。     

The Critical Role of Internal Marketing in Knowledge Management in Not-for-Profit Organizations

Australian not-for-profit (NFP) organizations are knowledge-intensive enterprises, but most struggle with knowledge management (KM), while at the same time identifying it as an increasingly important activity they must improve for an increasingly competitive and demanding environment. Replicating “corporate” best KM practices is often misaligned with NFPs’ unique cultures, finances, operations, and missions. This article advances previous work presented in this journal and highlights the importance of internal management practices as vital for success. This article draws from NFP research in knowledge and explores a key enabler (internal marketing) that has been overlooked for building a critical link between NFP staff/volunteers and the organization for building and sustaining KM in an NFP environment. Using in-depth interviewing (32 interviews) and an online survey (179 respondents), this article examines the elements of internal marketing’s benefit/value propositions to staff and the importance of personal relevance. Further, the article also explores the value of socialization strategies (such as communities of practice) as effective internal marketing channels.     

Social Technologies,Informal Knowledge Practices,and the Enterprise

This article focuses on the ways in which social technologies facilitate informal knowledge sharing in the workplace. Social technologies include both common technologies such as email, phone, and instant messenger and emerging social networking technologies, often known as social media or Web 2.0, such as blogs, wikis, public social networking sites (i.e., Facebook, Twitter, and LinkedIn), enterprise social networking technologies, etc. We know social technologies support informal interactions over digital systems and influence informal social connections among people within and across organizational boundaries. To understand the role of social technologies in informal knowledge practices, we pursue a field study of knowledge workers in consulting firms to investigate the role of social technologies in their informal knowledge sharing practices. Our theorizing from the data is guided by the conceptual premises of sociomateriality to better understand the ways social technologies are integrated with common knowledge practices. Findings highlight five knowledge practices supported by the use of social technologies. Building from these findings we offer conceptual insights regarding the material performance of different social technologies as an assemblage.     

论关系营销原理在旅行社顾客管理中的应用

在激烈的旅游市场竞争中与顾客保持长期的良好关系,是旅行社企业获得经营优势的关键。所以必须将关系营销理论与传统的市场营销相结合,在遵循顾客让渡价值、提升顾客满意度与盈利能力的原则指导下,使关系营销原理在旅行社顾客管理中具体运用,才能有效地提升旅行社的经营效益。     

Electronic Commerce: A Marriage of Management Information Systems and Marketing

The development of the Internet creates many opportunities—for human life, for business, for entrepreneurs, and for consumers. Here, we discuss some of these opportunities; and we concentrate on the perspectives offered by two related disciplines: Marketing and Management Information Systems. In particular, we discuss how the development of electronic commerce creates an opportunity for these two disciplines to form an alliance that has the potential to increase our knowledge about human interactions in cyberspace.     

Relationship Strategy,Effectiveness, and Responsiveness in Services Marketing

Abstract

Relationship marketing has been recognized as a new paradigm in marketing. Although the practice of relationship marketing has expanded rapidly across the globe, most of the published researches in this area of study are based on data collected from North America or Europe. This research studies the relationship between relationship strategy, relationship effectiveness, and responsiveness to customer needs using data collected through the administration of the One-to-One Gap Tool (Peppers, Rogers, and Dorf 1999) in the Indian service sector. The results of statistical analysis using LISREL provide strong support for the positive relationship between relationship effectiveness and responsiveness to customer needs. The Organizational Activity of relationship strategy was also found to possess relationships consistent with theory. However, findings regarding the Informational Activity and the Operational Activity are less conclusive. Managerial implications and directions for future research in relationship marketing are discussed.     

论中小型企业内部知识转移与管理创新

知识经济时代要在市场竞争中取得优势,中小型企业必须加强内部知识转移,提升其知识竞争力。为此,中小型企业必需利用自身的结构特征和知识转移的要求进行管理创新。本文通过对中小型企业时代竞争特点和其内部知识转移内涵的描述,进而分析中小型企业内部知识转移过程模型以及其作用和影响因素,并从激励机制、企业文化、学习型组织、知识转移情境、信息化建设和知识主管的设立等六个方面进行企业管理创新方面的探讨。     

Relationship Marketing in China: Guanxi, Favouritism and Adaptation

One of the hot research topics today is relationship marketing. However, little research has been carried out in understanding the complex concepts of Guanxi (relationship) in a Chinese society. This research describes a study to operate the constructs of guanxi and explores the importance of guanxi in relationship development in order to present a new Guanxi framework. A study of both Western and Chinese literature provides foundations of the Guanxi perspectives. The constructs of adaptation, trust, opportunism and favour are identified. Adaptation and trust are found to be positively correlated with sales stability and quality. Whilst, adaptation is negatively correlated with relationship termination costs. Both theoretical framework (a new perceptual map) and managerial implications are given. In addition, recommendations for future research are made.     

Relationship Quality,Satisfaction and Performance in Export Marketing Channels

This study involves an exploration of the association between four dimensions of relationship quality-fairness, communication, commitment, and cooperation on export channel performance and satisfaction, relative to these associations in domestic channels. The data were collected through a mail survey of independent distributors of agricultural products and research propositions were tested in a structural equations model. Results suggested that relative reports of high quality relationships generally associate with relative reports of enhanced outcomes in terms of satisfaction and performance. In addition, higher relative levels of fairness and commitment were associated with enhanced cooperation in export channels relative to domestic.     

被企业营销管理遗忘的角落：恢复客户关系管理

在买方市场的条件下,争取新客户的成本不断增加,客户更换供应商的俗望增强,客户忠诚度下降。因此,企业在注重预期客户管理和保持现有客户管理的基础上,有必要加强对流失客户的管理。恢复客户关系管理的目标是充分挖掘客户的潜力,尽可能地降低客户流失经企业带来的不良影响,与流失客户重新建立正常的业务关系。恢复客户关系管理的过程包括分析、行动和评估考核三个阶段。客户价值分析、客户流失原因分析和流失客户细分是恢复客户关系管理措施的基础,评估考核是恢复客户关系管理获得成功的重要保证。     

Small subcontractors in UK engineering: Competitiveness,dependence and problems

This paper reports the results of a new survey of small subcontractors in UK engineering. We are able to characterise the main source of competitive advantage as being experience with a particular technology. Labour flexibility, but not cheap labour, is also a necessary condition for success. There is a clear trend towards limited concentration of one third of all output with the single most important customer. More negatively, there is evidence for substantial avoidance of ideal, relationship specific investments, and for lack of communication and trust. This is despite the fact that most subcontractors are located close to their customers and have been serving them for many years.