关系营销理论与顾客关系管理

关系营销将建立和发展与相关个人、企业组织的关系作为市场营销的关键变量 ,把握了现代市场竞争的时代特点 ,体现了电子商务时代的互动性、合作性和个性化发展趋势。因特网作为一种有效的双向沟通渠道 ,使企业与顾客之间可以实现低成本、高效率的沟通和交流 ,为关系营销提供了有效的技术保障。在电子商务时代 ,抢占市场的关键已从管理营销组合转变为企业与顾客的互动关系管理 ,顾客关系管理为关系营销提供了有效的技术支持     

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。     

浅议关系营销与顾客关系管理

从关系营销的角度去看目前正在兴起的顾客关系管理系统 ,其实关系营销与顾客关系管理系统有所不同 ,顾客关系管理系统至少要实现关系营销的三个方面 :识别为顾客服务的五个层次 ;识别顾客和产品的赢利状况 ;识别顾客流失的原因。     

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.     

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。     

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。     

社会营销与关系营销的理论对比分析

本文通过对社会营销观念和关系营销观念的理论对比,找出两种营销观念在理论和观点上的联系与区别,并对两种观念在具体实践中的应用进行了分析,对企业树立科学发展观,追求社会与企业的可持续发展具有极其重要的现实意义。     

Pre-Production Relationship Marketing

Abstract

The benefits of relationship marketing and customer relationship management have been well documented in the marketing literature and in business practice. Relationship marketing instruments (RMIs) are specific methods that can help bring about those benefits. The authors describe a unique type of RMI, one that can be used prior to product or service production. Designed to market season tickets for new or remodeled professional football stadiums before the stadium is built, Permanent Seat Licensing has been used effectively over the past decade for nine National Football League teams. The authors propose that this type of pre-production RMI has possible application for marketers of other products and services .     

关系营销内涵与运作策略分析

<正>一、关系营销的内涵与特征关系营销最先由美国的营销学学者巴巴拉·本德·杰克逊于1985年提出的。他认为交易营销更适合于"短浅眼光和低转换成本的顾客",而关系营销则投资用于"具     

内部营销视角下的旅游景区与员工关系管理策略研究

内部营销是把营销的视角从企业的外部转移到了内部．以企业的人力资源管理为出发点和手段来达到使顾客满意的目的。将内部营销理念引入到旅游景区经营之中,通过员工关系管理策略实现员工满意,最终获得顾客满意和顾客忠诚,形成景区的竞争优势。     

浅议物流管理与市场营销

通过分析物流管理和市场营销2个系统之间的密切内在联系，提出企业要将物流管理与市场营销结合成一个共同的竞争战略，实行一体化，以提升企业的竞争能力。     

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.     

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。     

营销渠道管理:环境·对策·评价

<正>在同质化的时代,企业在差异化的发展道路上,只有两个途径,就是品牌和渠道。中国企业的竞争很大程度上是围绕着销售渠道而展开的。在这个战线上,成就了不少的中国知名企业,比如联想、TCL、美的等等。从这个意义上说,得渠道者得天下!     

Examining the Relationship Marketing,Marketing Productivity Paradigm

Abstract

The authors examine the relationship marketing research literature and identify three schools of thought regarding relationship marketing. The Inter-organizational, customer relationship, and customer valuation research perspectives are described and representative studies are discussed. The predominant conceptual approaches to marketing productivity in the research literature are identified and described. The shareholder value model of Srivastava, Shervani, and Fahey (1998) is selected as the most useful conceptual framework linking relationship marketing and marketing productivity. The linking constructs of customer equity and brand equity are identified as the critical conceptual connections between relationship marketing and marketing productivity. A research agenda is suggested, covering both conceptual and operational issues for further development of both relationship marketing and marketing productivity.     

市场营销演进及营销管理变革综述

通过对国际300余篇权威学术文献的研究,根据企业、产品、客户三者内在逻辑关系的理论分析,透视和阐述了市场营销及营销管理随社会需求发展而演进的规律和21世纪变革的趋势,将市场营销和营销管理的演变过程概括为大众营销、目标营销和定制营销三个时代,同时总结和阐述了各时代营销管理的基本特征。     

Relationship Marketing: Theory and Implementation

The field of relationship marketing can be viewed as a sub-area of market focused management. In this issue, we present some cutting edge work on relationship marketing (RM). At the most simple level, RM strategy prescribes that it is more effective to invest in long-term customer interactions than to rely on a series of potentially unrelated, one-time exchanges. In practice, however, RM is not that simple to implement. There are multiple stakeholders to consider, and organizations must make certain that value is provided for all members of a potential partnership. Here, we consider several strands of relationship marketing, including the concepts of: customer relationship management, stakeholder theory, affinity marketing, promotional incentives, strategy, and leadership.     

Relationship Marketing,Knowledge Management Systems and E-Commerce Operations in Small UK Accountancy Practices

Some firms are using relationship marketing linked to knowledge management systems to achieve competitive advantage. Limited empirical evidence exists on the contribution that relationship marketing and knowledge management systems can make towards market success. E-commerce provides an opportunity to assess possible relationships that may exist between relationship marketing; knowledge management systems and market performance. A survey of small UK accounting practices suggests that adopting a relationship marketing orientation can enhance market performance. Those practices, which have adopted a relationship marketing orientation, tend to have established knowledge management systems and be involved in ecommerce. The implications of these findings are discussed and proposals made about further research needs.