教育学论文 金融学论文 国际商务管理论文市场营销论文 会计学论文 社会学论文 旅游管理论文 计算机论文 人力资源管理论文 广告媒体学 物流学论文 Engineering Thesis sociology Thesis MBA论文 linguistic Thesis Journalism and Mass Communicat Law Thesis Economics Thesis
返回首页

留学生论文代写之市场营销专业

时间:2015-01-30 13:06来源:www.ukthesis.org 作者:英国论文网 点击联系客服: 客服:Damien
介绍—Introduction

在过去几十年中,相关文献一再认为企业所有部门将不得不改变他们的营销方法,应通过人际关系、网络和交互作用来执行。(Day 2000; Gröroos 2000a; Gummesson 1999; Hunt 2000; Peck et al. 1999; Webster 2000)。这种营销方式方法与传统的4 ps不同。根据(Buttle 1996; Fornell 1992; Hillier 1999; Rust, Zahorik, and Keiningham )中记录,客户市场是在这些企业重视客户需求市场中的一个市场,研究表明,保留原有客户会增加市场份额和带来更大的利润。事实上,需要更好地了解客户购买行为的出现和关注那些可以带来长期利润的客户,以及帮助经调整后的营销人员如何看待世界。在这方面,发展力强和客户间的长期合作关系对企业的生存至关重要。今天,零售商的营销策略已作了改变,从之前只获取客户到现在的保留客户。根据Tan et al .(2002 p.84)的观点,面对广泛的全球经济技术和文化变革,世界各地的企业正试图提高他们现有的客户关系价值和盈利能力,同时投入更多资源去吸引新客户和可以从客户身上获得利益的客户。因此,在这个营销革命中,从仅仅是“营销”的概念转向为“关系营销”的概念,激发客户关系管理。从那时到现在,CRM的定义有多种。
 
Over the past couple of decades, literature has repeatedly argued that businesses across all sectors will have to change their marketing approach, which should be carried out through relationships, networks, and interactions (Day 2000; Gröroos 2000a; Gummesson 1999; Hunt 2000; Peck et al. 1999; Webster 2000). Such approach to marketing is way dissimilar from those traditional ones of 4Ps. According to (Buttle 1996; Fornell 1992; Hillier 1999; Rust, Zahorik, and Keiningham 1996), the customer market is one among those markets which businesses need to give much importance, with research suggesting that customer retention leads to increased market share and bigger profits. Indeed, the need to better understand customer behavior cropped up and focus on those customers who can deliver long-term profits has modified how marketers view the world. In this respect, developing strong and long term relationships with customers has become crucial for the survival of businesses. Today, the outlook has changed from customer acquisition to retention. According to Tan et al. (2002 p.84), faced with widespread global-economic technological and cultural change, organisations around the world are seeking to enhance the value and profitability of their existing customer relationships, while putting in more efforts to attract new and profitable customers. Hence, in this marketing revolution and shift from a merely “Marketing” to a “Relationship Marketing” concept, arouse the notion of Customer Relationship Management or CRM as it is called. From then and till now, definitions of CRM were various.
 
In addition, many authors argue that there are even more recent changes in the global business marketplace with the emergence of new technologies and internet in particular. For the last part of the previous decade, e-marketers had the wind at their backs. The longevity of traditional ways of reaching customers was being called into question, and e-marketing was on the vanguard of change (Jeffrey Graham, 2000). De Ruyter et al. (2001, p. 186) argue that the next vista for organizations operating in virtual marketplaces will involve e-service, which they define as “. . . an interactive, content-centered and Internet-based customer service, driven by the customer and integrated with related organizational customer support processes and technologies with the goal of strengthening the customer-service provider relationship”. Thus, e-service is viewed as an emerging mechanism for achieving customer relationship management strategic outcomes. Jaakko Sinisalo et al.(2007) contest that as the internet is becoming more and more important in business life, many companies consider it as an opportunity to reduce customer-service costs, tighten customer relationships and most important, further personalize marketing services and enable mass customisation. Together with the creation of Sales Force Automation (SFA), where electronic methods were used to gather data and analyze customer information, the trend of the upcoming Internet can be seen as the foundation of what we know as eCRM today. The creative destruction of the new economy, which promises innovation in every upheaval, is challenging electronic marketers with a new discipline: (eCRM) electronic customer relationship management (Jeffrey Graham, 2000).
 
客户关系管理(CRM)—Customer Relationship Management (CRM)
 
客户关系管理的综述—CRM Overview
 
Wilson, Daniel, & McDonald (2002 p.194) describe Customer Relationship Management (CRM) as a management approach that enables businesses to identify, attract and increase retention of profitable customers by managing relationships with them. Similarly, Lewis (2001) states that CRM is a business strategy that means shifting focus from transaction margins and process efficiencies to customer retention and growth in customer lifetime value. A study by Reichheld (1996 cited Christopher Buil 2003, p.592) had shown that a small increase in retention (5%) can yield a 95% on the net present value delivered by customers.
 
CRM is also define as a long term business philosophy which enables companies to interact with customers, collecting, understanding and utilising customer information intelligently, treating customers differently and providing a higher level of service for an organisation's best customers; then using these two together to increase customer loyalty and profitability (Seybold, 2001; Strauß & Schoder, 2002, p. 81 f; Nairn, 2002). This is further supported by Wilde (2001) who asserts that CRM is designed to create a unified view of each customer and make this information available throughout an organisation so that processes from product/service development to delivering new services reflect the knowledge of each customer's history and what they want. In addition, Buttle (2003 p. 34) says that CRM is the core business strategy that integrates internal processes and functions, and external networks, to create and deliver value to targeted customers at a profit.
 
Moreover, Bose (2002, p.89) define CRM as “an integration of technologies and business processes”. A comprehensive definition of the concept is provided by Payne and Frow (2005, p.168): “CRM is a strategic approach which merges the potential of relationship marketing strategies and IT to create better shareholder value, through the development of profitable and long-term relationships with key customers, customer segments and other key stakeholders. CRM provides enhanced opportunities to use data and information to both understand customers and co-create value with them. This requires a cross-functional integration of processes, people, operations and marketing capabilities enabled through information, technology and applications”(责任编辑:BUG)


------分隔符-------------------------------------
UK Thesis Base Contacts
推荐内容

Europe (24-hours)
EN:13917206902
china (24-hours)
CN:13917206902
在线客服团队
全天候24小时在线客服 QQ:1455780998

微信在线客服(24小时)

微信公众订阅号