Paper代写范文：How Do Organisations Build Customer Relationships?

Paper代写范文-组织如何建立客户关系？。本文是一篇留学生paper代写参考，本文的目的是更深入地研究这两个研究领域之间应该存在的互动水平，并努力确定如何利用对消费者购买决定因素的更高水平的研究和理解来促进公司消费者关系管理战略目标的成功创建。下面就一起来看以下这篇留学生paper代写范文的具体内容。

Why do organisations seek to build relationships with customers and how do they successfully develop such relationships?组织为什么寻求与客户建立关系，以及他们如何成功地发展这种关系？

Terms of Reference 受委托权限

In the pursuit of my studies for a degree in “Business Studies and Marketing,” and to aid my chosen career development and progression in the future, I have selected a specific area of marketing as the topic for this paper, this relating to the concept of customer relationships development and, in particular, the determination of why this is so important to organisations and what comprises a successful marketing strategy to achieve these ends.

在攻读“商业研究与市场营销”学位的过程中，为了帮助我选择的未来职业发展和进步，我选择了一个特定的市场营销领域作为本文的主题，这与客户关系发展的概念有关，特别是，确定为什么这对组织如此重要，以及实现这些目标的成功营销策略是什么。

There has been a considerable amount of literature related to the issue of customer relationships and its management, which covers areas including the use of branding and brand loyalty as part of the market strategy needed to create such relationships. In addition, although almost as a separate issue, other empirical researches have been undertaken into the study of the consumer practical and psychological buying determinants. However, as Jerry Zaltman (2003) states in introducing his consumer research “too many marketers don’t understand how their own and their customers minds interact.”

有大量的文献与客户关系及其管理问题有关，其中涵盖了一些领域，包括将品牌和品牌忠诚度作为建立此类关系所需的市场战略的一部分。此外，尽管几乎是一个单独的问题，但其他实证研究也被用于研究消费者的实际和心理购买决定因素。然而，正如Jerry Zaltman在介绍他的消费者研究时所说，“太多的营销人员不了解他们自己和客户的想法是如何互动的。”

The purpose of this paper is to take a closer look at the level of interaction that should exist between the two areas of research and endeavour to determine how a greater level of research and understanding of the consumer buying determinants can be used to enhance the successful creation of the consumer relationship management strategy objectives of the firm.

In order to provide a greater understanding of this subject, the paper will focus on the following objectives: –为了更好地理解这一主题，本文将重点关注以下目标

Provide an understanding of customer buying determinates 了解客户的购买决定

Define the term “customer relationship” and the benefits that building such relationships provide for the corporation 定义术语“客户关系”以及建立此类关系为公司带来的好处

Identify how an understanding can assist in the development of a firm’s customer relationship strategy and management.确定理解如何有助于制定公司的客户关系战略和管理。

Literature Review 文献综述

As Zaltman (2003) and Evans et al (2006) suggest, understanding consumer psychology and buying determinates should be a pre-requisite for building successful brand strategies that lead to the building and managing of successful customer relationships, although this is not always deemed to be the case. Therefore, the literature review for this paper will concentrate upon three main aspects of this subject, this being consumer behavioural determinates, branding and consumer loyalty and retention, and customer relationship management and the tools used

正如Zaltman和Evans等人所建议的那样，理解消费者心理和购买决定因素应该是建立成功品牌战略的先决条件，从而建立和管理成功的客户关系，尽管事实并非总是如此。因此，本文的文献综述将集中在这一主题的三个主要方面，即消费者行为决定因素、品牌和消费者忠诚度和忠诚度，以及客户关系管理和使用的工具

Consumer behaviour determinates 消费者行为决定

Consumer behaviour is driven, consciously or sub-consciously, by a combinations of emotional, physical and psychological elements. This includes experience created memories, both past and present, which are used to judge the quality and appropriateness of a purchase to the consumers needs and satisfaction, as Bagozzi et al (2002), Zaltman et al (2002) and Evans et al (2006) explain at length in their studies. As this research further stresses, the memory element is an important element of the study as it creates the perception that consumers associate with the product or service.

消费者的行为是由情感、身体和心理因素共同驱动的，无论是有意识的还是潜意识的。正如Bagozzi等人、Zaltman等人和Evans等人在他们的研究中详细解释的那样，这包括过去和现在的经验创造的记忆，用来判断购买的质量和适当性，以满足消费者的需求和满意度。正如这项研究进一步强调的那样，记忆元素是研究的一个重要元素，因为它创造了消费者与产品或服务相关联的感知。

The involvement of habit, peer pressure and demographics are other important consumer determinants that organisations need to consider. For example, being subjected to family influences, following the pack, a peer pressure that is particularly relevant to the younger age group, are all parts of the consumer decision-making process. As Zaltman (2003) and Evans et al (2006) discovered, evidence of the successful integration of these determinates to entice consumers to products can be found in the adoption of nostalgic advertising and “fad” promotion using celebrity endorsement. These also help to retain the consumer’s custom in the case of new products (Arnold 1992). Demographics, in the form of targeting, determines which customer segment or group of segments is most likely to need or desire the product (Arnold 1992 and Stroud 2005), for example, dividing the consumer into age groups of appropriate value to the product being marketed. However, it has also been suggested that there is, within the consumer determinant, the need to consider the impact that emotional attachment to the product can have upon the consumer decision-making process and loyalty (Durgee 1999, Shrimp and Madden 198 and Thomson et al 2005).

习惯、同伴压力和人口统计是组织需要考虑的其他重要消费者决定因素。例如，受到家庭影响、随波逐流、与年轻群体特别相关的同龄人压力，都是消费者决策过程的一部分。正如Zaltman和Evans等人所发现的那样，通过怀旧广告和名人代言的“时尚”促销，可以找到成功整合这些决定因素以吸引消费者购买产品的证据。这些也有助于在新产品的情况下保留消费者的习惯。人口统计学以目标为形式，确定哪个客户群体或细分群体最有可能需要或渴望该产品，例如，将消费者划分为对所营销产品具有适当价值的年龄组。然而，也有人认为，在消费者决定因素中，有必要考虑对产品的情感依恋对消费者决策过程和忠诚度的影响。

The study and researching of all these determinants, together with the issues of trust and confidence, are important if an organisation wants to create a successful relationship strategy with the consumer because, as (Kelly 2005) states, the purchase is only confirming that these have been met in the mind of the consumer.

如果一个组织想与消费者建立成功的关系战略，那么对所有这些决定因素的研究，以及信任和信心问题的研究是很重要的，因为正如所说，购买只是确认消费者已经满足了这些要求。

Branding and loyalty 品牌和忠诚度

Commercial organisations attract consumers to their products by the method known as Branding, endeavouring to create an automatic and lasting consumer reaction in terms of perception and association, as found with McDonalds equating to burgers, (Haig 2004). The art and purpose of branding can therefore be seen to have two main purposes. The first of these relates to quality, standard and reputation (Kolter 2002), which is important to repeat purchase (Kolter 2002 and Kracklauer et al 2003), and the second is to achieve a dominant market position (Buttle 2004 and Bruhn 2006).

商业组织通过被称为品牌的方法吸引消费者购买他们的产品，努力在感知和联想方面创造一种自动和持久的消费者反应，就像麦当劳等同于汉堡一样。因此，品牌的艺术和目的可以被视为有两个主要目的。其中第一个与质量、标准和声誉有关，这对重复购买很重要，第二个是获得主导市场地位。

Experts are of the opinion that there are two important aspect to focus upon when developing a branding strategy within CRM, the first of which is its usage in the process of targeting and forming a connection with the consumer, which is need to create a foundation for a relationship that can be nurtured over time. An essential part of the targeting process is research into demographics and segmentation, a task by which the marketer is able to closely identify which customer segment or group of segments is most likely to be attracted to the product because of need, desire, emotional attachment or financial capability. Arnold (1992 and Stoud (2005) have suggested that, with many marketers, some segments, such as the older age groups are overlooked, irrespective of the recorded increase in their disposable incomes.

专家们认为，在CRM中制定品牌战略时，有两个重要方面需要关注，第一个方面是它在瞄准消费者并与消费者建立联系的过程中的使用，这需要为可以长期培养的关系奠定基础。目标定位过程的一个重要部分是对人口统计和细分的研究，通过这项任务，营销人员能够密切识别哪个客户群体或细分群体最有可能因需求、欲望、情感依恋或财务能力而被产品吸引。

The second aspect when developing branding strategy is related to longevity. As the downfall of Marks and Spencer PLC in the late 1990’s and early 2000’s evidenced, brands have a short life and need undated to retain their relevance, both in terms of physical appearance and connection with the changes in consumer needs and perceptions (Floor 2006 and Haig 2004).

制定品牌战略的第二个方面与寿命有关。正如20世纪90年代末和2000年代初Marks and Spencer PLC的倒闭所证明的那样，品牌的寿命很短，需要未注明日期才能保持其相关性，无论是在外观方面，还是在与消费者需求和认知变化的联系方面。

Loyalty and retention 忠诚度和保留

Floor’s (2006) research states, “as long as the… experience matches the brand identity, the consumer will come back.” This is known as the loyalty factor. Customer loyalty can be achieved in a number of ways. This includes the traditional methods of special offers, saver and store cards (Kracklauer 2003: 5; Buttle 2004: 10 and Bruhn 2006: 15). The concept here is that, whilst the customer derives benefit the store itself benefits from constant contact with the customer, as a result of these services, it acquires a considerable amount of research data about the customer. This is essential if a business wants to improve and better manage the customer relationship management system.

Floor的研究指出，“只要体验与品牌身份相匹配，消费者就会回来。”这就是所谓的忠诚度因素。客户忠诚度可以通过多种方式实现。这包括特价、储蓄卡和商店卡的传统方法。这里的概念是，当客户从与客户的持续接触中获得利益时，商店本身也从中受益，由于这些服务，它获得了大量关于客户的研究数据。如果企业想要改进和更好地管理客户关系管理系统，这一点至关重要。

Customer Relationship Management 客户关系管理

The potential conclusion from the above is that the marketer has to incorporate consumer determinants, branding and loyalty into a customer relationship designed to achieve the business objectives of increased product sales (Zaltman 2003).

上述潜在结论是，营销人员必须将消费者决定因素、品牌和忠诚度纳入客户关系中，以实现增加产品销售额的商业目标。

The crux of customer relationship management is the importance of every customer, recognising that a lost customer costs (Kracklauer et al 2003 and Buttle 2004). Therefore it is important to build a relationship and bond with each consumer (Kelly 2005 and Bruhn 2006). However, to ensure that this relationship building is approached in the correct manner, it is important to ensure that the firm and its marketers are fully cognisant of the factors that need to form the foundation of their research. As can be observed from the explanations given earlier this includes consumer behaviour and loyalty, but also the effect that “brand love” has upon this element of the relationship.

客户关系管理的关键是每个客户的重要性，认识到失去客户的成本。因此，与每个消费者建立关系和纽带是很重要的。然而，为了确保以正确的方式建立这种关系，重要的是确保公司及其营销人员充分认识到需要构成其研究基础的因素。从前面的解释中可以看出，这包括消费者行为和忠诚度，也包括“品牌爱”对这一关系要素的影响。

CRM Tools CRM工具

There are a number of Branding and Loyalty tools that the CRM process can use to continue developing the relationship between organisations and customers. Loyalty cards are one possibility for data collection, which is essential in CRM (Buttle 2004). This data can be used to aid understanding of changing consumer needs and desires, directing them to purchase other products and as a basis for designing future promotional and marketing campaigns (Bruhn 2006 and Kracklauer 2006). If the relationship is close, the customer will also recommend the business, thus helping increase market share.

CRM流程可以使用许多品牌和忠诚度工具来继续发展组织和客户之间的关系。忠诚度卡是数据收集的一种可能性，这在CRM中至关重要。这些数据可用于帮助理解不断变化的消费者需求和欲望，指导他们购买其他产品，并作为设计未来促销和营销活动的基础。如果关系密切，客户也会推荐该业务，从而有助于提高市场份额。

Data Sources 数据源

It was decided that the data sources being used for this paper will be a combination of a qualitative and quantitative nature. The reason for this is that the secondary data can be used as a means of comparison and evaluation of the primary data.

决定本学位论文使用的数据来源将是定性和定量的结合。原因是二次数据可以用作对一次数据进行比较和评估的手段。

Primary Data 主要数据

The intention is to collect primary data using a process of structured questionnaires. The questions will be designed around a combination of the “closed” and “open” format with the intention of these being directed to the areas that require an affirmative or negative response in terms of the former and a multiple choice option for the latter. It is also intended to provide additional spacing within which the interviewees can add personal comments if considered appropriate.

其目的是使用结构化问卷的过程来收集主要数据。这些问题将围绕“封闭式”和“开放式”的组合进行设计，目的是针对前者需要肯定或否定回答的领域，后者需要多选。它还旨在提供额外的间隔，受访者可以在适当的情况下添加个人评论。

The intention, time and resources permitting, is to distribute around 150 questionnaires and interviews, of which 25 will be directed to employees at all levels within the retailing industry and the remainder to consumers across a wide range of age and lifestyle segmentations. This mode of distribution has been chosen for two purposes. The first is to test the comment about lack of connection of minds between consumers and marketers mention by Zaltman (2003) and the second is to provide practical evidence of the consumer buying determinates used within the decision-making process.

在时间和资源允许的情况下，计划分发约150份问卷和访谈，其中25份将针对零售业各级员工，其余将针对不同年龄和生活方式的消费者。选择这种分配方式有两个目的。第一是检验Zaltman关于消费者和营销人员之间缺乏思维联系的评论，第二是为决策过程中使用的消费者购买决定提供实际证据。

Clear definition of the reason for the questionnaire and the purposes for which it will be used will be included in explanatory notes. Space will also be provided with each answer to allow for comments that the respondents may wish to add. In addition, and in order to comply with data and identity protection, there will be no identifying questions included apart from age, occupation and other non-personally descriptive issues.

将在解释性说明中明确界定调查表的理由和使用目的。还将为每个答案提供空间，以便回答者可以添加评论。此外，为了遵守数据和身份保护，除了年龄、职业和其他非个人描述性问题外，将不包括身份识别问题。

Secondary data 二次数据

From a practical viewpoint, and in particular to be utilised for comparative purposes in respect of the authors own qualitative research, data from newspapers and periodicals, as well as the results of previously relevant surveys will be researched and included.

从实践的角度来看，特别是为了用于作者自己的定性研究的比较目的，将研究和纳入报纸和期刊的数据以及以前相关调查的结果。

The benefit of the gathering of extensive secondary data is that it can be useful for the purpose of cross referencing and evaluation of accuracy and compatibility.

收集广泛的二次数据的好处是，它可以用于交叉参考和评估准确性和兼容性。

Methodology 方法论

The methodology being used for this research can be summarised as follows. The initial period of time allocated to the research will be utilised in the gathering of data from external sources and analysing the relevance to the subject matter. This will additionally be useful in the preparation of the questionnaire to be used for the collection of primary data.

本研究所使用的方法总结如下。分配给研究的初始时间段将用于从外部来源收集数据并分析与主题的相关性。此外，这将有助于编制用于收集初级数据的调查表。

Once this data has been collected, the draft and final questionnaires will be prepared and distributed. During the time required for the return of completed questionnaires, work will be commenced on areas of the paper, such as the literature review.

一旦收集到这些数据，将编制和分发调查表草案和最后调查表。在返回已完成的问卷所需的时间内，将开始研究论文的各个领域，如文献综述。

Once the questionnaires have been returned and analysed using the Excel programme, these will be introduced to the paper to enable the analysis of the responses and findings.

一旦问卷被退回并使用Excel程序进行分析，这些问卷将被引入论文中，以便对回复和调查结果进行分析。

It is anticipated that, during the preparation of the study, additional secondary data may be required. Where this is appropriate, it will be collected and added to the existing references indicated at the closure of this proposal.

预计在研究准备期间，可能需要额外的二次数据。在适当的情况下，它将被收集并添加到本建议书结尾处所示的现有参考文献中。

Project Framework 项目框架

Although during the course of the paper preparation the final project framework may be subject to change the current intention, in order to create a logical and sequential progression for the study, is to base the project around the following breakdown of chapters: –

尽管在学位论文准备过程中，最终的项目框架可能会改变当前的意图，但为了为研究创造一个合乎逻辑和顺序的进展，项目将以以下章节为基础：

Chapter 1. Introduction 第1章 引言

In order to provide the reader with a clear understanding of the purpose and direction of the paper, this chapter will serve as an introduction to the subject matter. It will therefore include a brief definition of the term customer buying determinants and how this theory fits within the wider concept of consumer relationship management. In addition, a brief overview of the aims and objectives of the research will be included. Within this chapter a clear hypothesis for the research will also be set.

为了让读者清楚地了解论文的目的和方向，本章将作为主题的介绍。因此，它将包括对“客户购买决定因素”一词的简要定义，以及该理论如何符合消费者关系管理的更广泛概念。此外，还将简要概述研究的目的和目标。在本章中，还将为研究设定一个明确的假设。

Chapter 2. Literature Review 第2章 文献综述

In research of this nature it is important that the findings be founded, set against, and compared with existing literature relating to the subject. Therefore, a critical review of literature will be conducted in this chapter, which is intended to cover the research into all aspects of consumer behavioural determinates, branding and consumer loyalty and retention and customer relationship management.

在这种性质的研究中，重要的是要建立、对照研究结果，并与现有的相关文献进行比较。因此，本章将对文献进行批判性回顾，旨在涵盖消费者行为决定因素、品牌、消费者忠诚度和忠诚度以及客户关系管理的各个方面的研究。

Chapter 3. Methodology 方法论

In a step-by-step process, chapter three will be used to explain the methods used for the preparation and execution of the paper. This will include my reasoning for the data collection methods, which relates to both primary and secondary sources, the origination of the data and the methods by which it was to be analysed and assimilated into the final study. Furthermore, the limitations of my research will also be included within this chapter.

在一个循序渐进的过程中，第三章将用于解释论文的准备和执行方法。这将包括我对数据收集方法的推理，该方法涉及主要和次要来源、数据的来源以及分析和纳入最终研究的方法。此外，我研究的局限性也将包含在本章中。

Chapter 4. Results and Findings 结果和发现

In chapter four it is intended to analyse the results of my findings into the areas that have been studied, in a manner that will the reader with an understanding and explanation of the basis upon which the conclusions of the research has been derived. For ease of understanding and explanation statistical and graphical diagrams will be used where appropriate, particular in explaining the results of the primary research.

在第四章中，旨在将我的研究结果分析到所研究的领域，以使读者理解和解释得出研究结论的基础。为了便于理解和解释，将在适当的情况下使用统计图和图形图，特别是在解释初步研究的结果时。

Chapter 5. Analysis and discussion 分析和讨论

Using the findings form the primary and secondary sources outlined in chapter 4, this chapter will further analyse those results and discuss the affect that these have upon the interrelationship between consumer determinants, branding, brand loyalty and the commercial CRM strategy process in general. Furthermore, the discussion will outline the commercial benefits of combining these two disciplines for the purpose of marketing strategy.

利用第4章中概述的主要和次要来源的研究结果，本章将进一步分析这些结果，并讨论这些结果对消费者决定因素、品牌、品牌忠诚度和商业CRM战略过程之间的相互关系的影响。此外，讨论将概述将这两个学科结合起来进行营销战略的商业效益。

Chapter 6. Conclusion 结论

Chapter six brings the research to a conclusion. This section will convey to the reader whether the research conducted has proved or disproved the hypothesis presented in the introduction. In addition, recommendations in respect of further area of research required and actions that corporations should take as a result of the findings will also be outlined within this concluding chapter.

第六章为结论。本节将向读者传达所进行的研究是否证明或反驳了引言中提出的假设。此外，本结论章还将概述关于所需进一步研究领域的建议以及公司应根据研究结果采取的行动。

Other comments 其他意见

The intention of this paper is to add value to the existing research that has been conducted into the fields of consumer determinants and customer relationship management (CRM), in particular in respect of identifying the beneficial impact that building relationships with customers has for the corporations, together with the practical ways that the result of consumer determinants research can be added to the practical elements of marketing research into branding, consumer relationship and loyalty can be used as a further tool to enhance the success of their promotional strategy in this area.

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