基于顾客价值为中心的战略探讨

竞争的目的是为企业赢得更大的竞争优势。但在长期竞争战略理论的指导下,企业多采取击败竞争对手为中心的竞争战略,从而忽视了企业的真正使命———为顾客创造价值。文章将以顾客价值为中心,探讨企业如何制定持续、有效的战略,以保证其长期、健康地发展。     

谈如何培养顾客的忠诚度

本文阐明了顾客忠诚自然联系着价值的创造,可以给企业带来难以抗拒的利润。顾客忠诚度的培养是一项系统工程,它不仅针对顾客,同时还涉及到企业自身、员工、供应商及竞争者。     

试论我国中小企业发展的障碍与对策

就钢铁企业的增长空间来看 ,虽然中国的钢铁市场需求量与发达国家有本质区别 ,仍处于增长阶段 ,但毕竟增长的速度会放慢。因此 ,钢铁企业要谋求发展 ,就要另辟蹊径 ,就要发展非钢产业 ,重视其发展战略的研究。     

我国股票期权实施中的瓶颈因素与对策分析

从供应链管理角度对当前我国彩电行业情况进行分析 ,强调供应链战略对企业发展的重要性 ,提出解决当前彩电行业问题所采用供应链战略设计过程。     

企业实施多角化经营战略的动因及对策分析

多角化经营战略是企业在新的产品领域和新的市场领域形成的战略。本文从阐述企业实施多角化经营战略的动因入手 ,分析了企业实施多角化经营战略应考虑的对策     

中国企业实施营销战略的现实意义

随看市场经济发展的不断成熟,卖方市场转为买方市场,企业进入了一个微利时代。由于市场上卓越品牌日益增多,消费者的收入水平、教育水平日益提高以及信息化社会带给人们的种种便利,促使顾客的购买行为日趋成熟。希望得到身心和物质上的双     

我国知识服务业发展现状及其对策研究

服务业的发展代表了一个国家或地区的经济发展水平,而建立在知识背景上的知识服务是在全球经济一体化和知识经济时代条件下,国家或地区竞争力的主要内容。文章分析了知识服务业的产生与发展及其在我国发展的现状,在此基础上提出了发展我国知识服务业的对策建议。     

信息技术与二十一世纪企业管理

本文系统阐述了在信息时代企业管理所面临的“八化”变革 ,提出了实现企业管理心智模式改变是迎合新经济社会的首要任务 ,以信息技术为基石的管理变革将是深刻的、全方位的 ,它将是二十一世纪企业管理的主流方向。     

试论电子商务对组织设计的影响

网络经济下的企业组织可能在如下几个方面发生变化 :企业组织结构将趋于扁平 ,企业组织规模将趋向两个极端 ,企业组织的边界将趋于模糊和虚拟 ,企业组织的职务设计将趋于团队任务     

从伪忠诚到真正的忠诚

任何企业都要有一定规模的顾客才能生存和发展。获得一定规模的顾客有两种方法即吸引更多的新顾客和维持现有顾客。研究发现,开发新顾客所付出的成本昂贵,但很长一段时间内他们对企业的贡献却非常微薄。相比之下,忠诚顾客对企业的贡献却非常之大:美国学者Reicheld和Sasser的研究表明,顾客忠诚度提高5％,行业的平均利润将提高25％～85％。因为忠诚顾客通常有着较高的重复购买率;会交叉购买相关产品或服务;通常对价格不太敏感,可以抵制竞争对手的降价诱惑;维持忠诚顾客的成本低廉;另外,忠诚顾客的口碑宣传可以在市场拓展方面产生乘数效应。 忠诚顾客能为企业带来如此多的贡     

Relationship marketing in health organizations and its effect on customer loyalty

This study was carried out to determine the role of relationship marketing in health organizations with regard to providing customer loyalty and to evaluate the views of patients related to relationship marketing activities. In this study, a questionnaire was applied to 371 patients in Kadlk0y Universal Hospital, which is a private hospital in Istanbul. As a result of the correlation analysis between the satisfaction level from hospital and customer loyalty, it was seen that there is a medium level positive relation between customer satisfaction and customer loyalty. The important implications of this study can be stated as follows： Keeping existing patient is significant as much as gaining new patient, the variables being effective for providing customer loyalty can show difference from one patient to another, the image of health organization is significant for providing customer loyalty, and customer loyalty can be acquired by making continuous communication with patients.     

Customer loyalty and value key dimensions interaction in organization

In today＇s world, we can talk about mature markets which have different characteristics relative to past and customers＇ skill and strength and reduction advertisement effect on him/her are their main characteristics. Today, suppliers in industrial consumption goods market encounter with customers who have unlimited demand, but rarely would be effected with marketing conventional instruments. On the other hand, in the view of customer, market products don＇t have too much difference with each other in a way that if customer＇s product commercial brand is not available, he/she will simply replace another ＂brand＂ which shows customers＇ loyalty reduction. Nowadays, we can also see great tendency to value in the view of customer between management researchers, and this issue has been analyzed from different aspects. Value concept is one of the most usable ones in social sciences, generally, and in management literature, specially. The important problem is that value in the view of customer would be determined in the market, and with customer realization from what he processes and what he receives, not in the factory and with supplier wants and assumptions. Value is not what would be produced but is what customer gains. In this paper, the author tried to consider the concept of value and its dimensions, value determiner variable, customer and loyal customer, behavioral approach of loyalty and eventually, customer, loyalty and value key dimensions＇ interaction in organization.     

服务组织维系顾客忠诚的策略探析

顾客忠诚是建立在长期的基础之上,而服务组织必须通过一系列短期的策略来实现顾客忠诚。许多的文献致力于顾客忠诚的影响因素研究,而对维系顾客忠诚的战术性问题探讨较少。文章对顾客忠诚的内涵进行了界定,分析了实施顾客忠诚计划的前提条件,最后给出了策略性的建议。     

The effect of customer perceived value on B ＆ R loyalty model --An empirical study on China＇s commercial banks

Under the economic globalization trend and new domestic and international competitive environment, how to develop and upgrade the comprehensive strength and international competence, and how to promote marketization and internationalization have becomes the very focuses of China＇s commercial banks. Since the 1990s, the marketing paradigm of customer-orientation has replaced the product-orientation, therefore, perceived value, the variable from consumer＇s perception, begins to draw academic and financial fields＇ attention. However, few studies tended to analyze the relationship between perceived value, word-of-mouth communication intention, and satisfaction. Also, no study combined customer perceived value with the loyalty model of B ＆ R, thus the authors make a new attempt in this regard, and hope that the conclusion will provide useful reference for financial activities.     

基于服务利润链的汽车服务营销分析

汽车市场的激烈竞争使得各个汽车企业更加重视对顾客的服务,文章从服务利润链的角度,分析了企业的顾客忠诚、员工满意与企业内部服务质量的关系,从而提出如何从顾客、企业员工与企业内部服务耨质量三方面提高企业服务水平的可行办法.     

The loyalty based on Nash equilibrium theory between knowledge workers and enterprises

The competitiveness of the enterprises is the talent competition. ＂Talent＂ more often refers to ＂knowledge workers＂, the pillars of the enterprises is composed of knowledge workers. Loyal knowledge employees can enhance the core competitiveness and cohesion of the enterprise. From the Nash equilibrium theory perspective, this paper constructs the mutual loyalty model of knowledge workers and enterprises, analyzes the strategy of choice of knowledge workers and enterprises, gets a balanced strategy of pure and mixed strategy of the Nash equilibrium, and gives some proposals in increasing the mutual loyalty between knowledge workers and enterprises.     

网络营销中企业提高电子忠诚的策略分析

网络营销是传统市场营销在网络环境下的拓展和延伸,如何让网上顾客满意并转化为忠诚用户,是网商获取长远利益的关键。本文探讨了网络营销中电子忠诚的特点及影响因素,在此基础上提出了企业在网络营销中如何提高电子忠诚的策略。     

基于感知质量的顾客忠诚实证研究——以中国中高档酒店为例

吸引顾客忠诚是服务企业追求的战略目标。服务质量、顾客满意是顾客忠诚的关键因素。文章基于顾客感知的服务质量,通过我国中高档酒店的实证研究,验证了酒店服务质量、顾客满意与顾客忠诚的因果关系。研究结果表明,酒店服务质量对顾客满意和顾客态度忠诚具有显著的直接影响,而对顾客行为忠诚不存在显著的直接影响。研究得出的结论有待进一步大样本检验。     

论客户满意度战略在财产保险企业的运用

随着保险市场的发育、成熟及偿付能力监管力度的进一步加强，价格竞争的市场格局正逐步转向服务竞争的市场格局。财产保险企业应围绕客户满意、客户忠诚，尽早确立客户满意度战略，培育核心竞争力。战略的实施措施是：逐步建立客户导向型的企业文化、建设完善的服务质量管理体系、建立差异化的服务体系、重组业务流程和组织架构、改进GRM等软件管理系统。     

制造企业服务化转型影响因素研究

顾客、供应商是制造企业产品服务生产、提供的参与者,在制造服务化背景下,顾客、供应商可能影响制造企业服务化转型。然而,迄今为止鲜有文献从顾客参与,供应商网络等因素研究制造企业服务化转型,因此,通过顾客参与、供应商网络等因素并引入客户关系管理研究对制造企业服务化转型影响,并提出如下假设：顾客信息共享、责任行为、人际互动对制造企业服务化有正向影响;客户关系管理对顾客参与与制造企业服务化有正向调节作用;供应商网络结构、网络关系对制造企业服务化有正向影响。