Relationship Marketing[关系营销]
(Levitt)

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构建公司与顾客之间的长久关系。 Theodore Levitt的Relationship Marketing[关系营销]解析。 (‘83)

目录

  1. 摘要
  2. 论坛
  3. 最佳实践
  4. Expert Tips
  5. 相关资料
  6. 打印

什么是关系营销? 释义

作为一种营销手段,关系营销(Relationship Marketing)强调的是在公司与顾客之间构建一种长期持续的关系, 强调顾客服务、服务质量的重要性,并由此而采取的一系列行动。 Theodore Levitt在1983年率先提出关系营销的概念。


关系营销的起源。 历史

早在1980年,B. Schneider就曾评论, 商人们和市场研究人员统统把工作重点放在如何去吸引顾客,而不去维系现有顾客,这一点着实让人感到惊奇。 继而,Levitt在1983年写道, 随着在各种交易过程中所占的分量和比重越来越大,我们看到关系确实在促进销售。 关系已经成为消费者再次消费选择的最为重要的因素。

关系营销与Business Process Reengineering[业务流程重组]关系紧密。 根据重组理论,企业应该根据完整的任务流程, 而不是功能进行重组。


关系营销的运用。 应用

关系营销和传统的交易营销(Transactional Marketing)并非互为排斥、相互矛盾。 在下列情境下,关系营销也许更为适宜:

  • 高价值的产品或服务。
  • 工业产品。
  • 非一般性商品。
  • 转换成本高的产品。
  • 产品的使用者偏爱持续稳定的关系。
  • 产品生产阶段需要客户的介入。 参见: Co-Creation[共同创造]

关系营销的步骤。

  1. 绘制服务提供流程系统图。 为系统每一部分设置标准,尤其是在“遭遇点”上。
  2. 辨识关键性的服务问题。
  3. 设置服务标准。
  4. 建立顾客沟通系统。
  5. 对员工提供实地训练,与顾客保持良好的关系。
  6. 实施服务标准监督,对提供优异服务的员工进行奖励,对标准细节进行修正。
  7. 确保每一名员工都能完全理解质量和服务在营销中的重要性。

关系营销的优势。 优点

  • 关注顾客价值。
  • 强调顾客保持。
  • 这是一种市场、服务和质量整合一体的营销方法, 它更能够为企业提供Competitive Advantage[竞争优势]
  • 研究在几产业表示,费用保留一名现有的客户是费用的分数获取一名新的客户。 它那么经常有经济道理给予更多注意对现有的客户。
  • 长期客户会为企业提供免费的口头推介。
  • 长期顾客一般不太可能投向公司的竞争对手, 这一点使得新的竞争者很难跨入自己的市场领域。
  • 愉悦的顾客产生愉悦的员工。

关系营销的局限。 缺点

关系营销不适于以下一些情况:

  • 价值相对较低的产品或服务。
  • 日消品。
  • 一般性商品。
  • 转换费用较低的商品。
  • 顾客倾向于单一交易关系的商品。
  • 没有或较低顾客生产介入的商品。

参考书: 西奥多・Levitt -营销想像力-


关系营销论坛
  Paper Links
Click here, a bunch of very good papers in this subject published on globrand.com....
     
 
  What's Behind Relationship Marketing and CRM...
The basic principle of relationship marketing and customer relationship management is that firms benefit more from maintaining long-term customer relationships than short-term customer relationships (Reinartz & Kumar, 2000).
In the 21st c...
     
 
  Internal (Relationship) Marketing
As you may know, internal marketing was first presented by Berry and co. (1976) and then by other researchers such as George (1977) and Thompson and co. (1978)
However, there is, as yet, no clear agreement about the strategic concept o...
     
 
  What are 'Business Relationships'?
What differences do customers perceive between personal relationships and business relationships? Do they even think of their interactions with businesses as 'relationships'?...
     
 
  What is International Relationship Marketing (IRM)?
International Relationship Marketing means relationship marketing in international context. It covers all actions for the analysis, planning, realisation, and control of measures that initiate, stabilise, intensify, and reactivate business relationsh...
     
 
  Relationship Marketing in Banking
Relationship marketing is extensively practiced in banks focusing on high earners who can afford the extra charges for the special services....
     
 
  Relationship Marketing as Part of your Strategy and Tactics
A practical approach is the "Group Merchant/Distributor Board Meeting".
Phase 1: We invited CEO's with their spouses (approx 50 people) for an event weekend. Friday - social program with all. Saturday morning - presentation of our mission...
     
 
  Relationship Marketing Strategies in Retail
What type of relationship marketing strategies are useful for retailers to increase their sales?...
     
 
  Relationship Management and The Creative Industries
Does anyone know of Relationship Marketing works being used in the 'Creative Industries', particually The Music Industry? I cant seem to make this model work in my head or on paper....
     
 
  The ART of Relationship Marketing
When the marketers have used science to develop a market for the product, the front line sales personel uses the ART of selling to ensure that benefits are relayed to consumer using the POINT-TELL-PAINT technique. POINT out a feature of the product, ...
     
 
  Is Relationship Marketing a New Paradigm
Is relationship marketing an addendum to the traditional marketing mix elements, or is it a new paradigm altogether?...
     
 
  Relationship Marketing and Customer Loyalty
One of the important objectives of relationship marketing strategies is to satisfy the customers and thereby building a strong customer base. It will help to reduce the customer defection rate....
     
 
  Relationship Marketing Should be a Systematic Approach
Implementing a customer relationship program or as you refer to it in your article as "Developing Customer Communication Systems" is a key factor in making relationship marketing work in your business.

A random approach to relationship ma...
     
 
  Relationship Marketing Critics
Relationship marketing is attacked by consumer groups because the system favors the more loyal customer or higher spending individual over other customers.
Have companies truly understood aspects of the future potential value of customers, what...
     
 
  Relationship Marketing Levels
What are the levels of relationship marketing?...
     
 
  Selling is transforming a LEAD into a DEAL
Sale is all about identifying the LEAD and converting them into a DEAL.
A LEAD can be converted into a DEAL:
L - Locate the Prospect
E - Educate him
A - Answer his questions
D - Decide the sale.
...
     
 
  Increasing sales by relationship marketing
How does one increase sales in a Biometric company by using modern theories in relation marketing?...
     
 
  It`s all about Relations
Relationships marketing is about relations, how you relate to customers, it`s about Customer Experience and providing products and services that are valued by the customers. So how do we know what is valued: we need to listen and refocus; it`s about ...
     
 
  Relationship Marketing and Perception
A very important element to remember when building relations is perception.
Both needs and wants are based on perception, and these are individual ways of seeing things. Every customer may have his/her own perception of reality and he/she...
     
 
  What is Relationship Marketing? Definition
Relationship marketing is a form of marketing that evolved from direct response marketing in the 1960s and emerged in the 1980s, in which emphasis is placed on building longer term relationships with customers rather than on individual transactions. ...
     
 

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最佳实践 - 关系营销 高级帐户
  Relationship Management in Chinese Culture: Guanxi (关系)
The Chinese are acclaimed to be the masters of building Guanxi (关系) (it means "connections" or "relationships" in Chinese), sometimes by ourselves, unfortunately there is an obvious misunderstanding of the concept in Chinese culture an...
     
 

Expert Tips (ENG) - Relationship Marketing 高级帐户
 

Pitfalls of Traditional Relationship Marketing

About 50 percent of leading brands' buyers change preferences regarding their favorite brand every year. This reveals huge improvement opportunities b...
Usage (application)Relationship Marketing Implementation / Improvement
 
 
 

The Old versus the New View on Relationship Marketing

Here is a point by point comparison:
 
 
 

Six Causes of Relationship Marketing problems

Researchers Deb Rapacz and Martin Reilly identified the following six paradigms as the  
 
 

Factors for Corporate Credibility

Strong bonds and relationships between organizations and customers depend on their perceived credibility. Corporate Credibility refers to the extent t...
Usage (application)Establishing Trust
 
 
 

Customer Relationship TYPES

Next time you're using the term "CRM", remember there's an R in it... The R of "Relationship".
Actually, customers (want to) have many different ...
Usage (application)CRM, Relation Marketing, Branding
 
 
 

Branding In Relationship Marketing

In an article, Deb Rapacz and Martin Reilly invite marketers to adopt relationship marketing as an integrated strategic approach to marketing.
Th...
Usage (application)Linking the Brand
 
 
 

Definitions of Relationship Marketing

Since its first description by Levitt, Relationship Marketing has been defined in many different ways. Here follows a brief historical excursus of def...
Usage (application)Teaching Relationship Marketing
 
 
 

Customer Retention

In the game between Defensive Marketing and Offensive Marketing, the core of Relation Marketing is located at Customer Retention. Customer retention e...
Usage (application)Relationship Marketing
 
 
 

Use of Permission Marketing

Permission Marketing, the practice of marketing to consumers only after gaining their express permission, is a method organizations can use to ...
Usage (application)Building Customer Loyalty
 
 

相关资料 - 关系营销 高级帐户
 

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比较: Customer Relationship Management[顾客关系管理]  |  Marketing Mix[营销组合]  |  Extended Marketing Mix[扩展的营销组合]  |  SERVQUAL[SERVQUAL法]  |  Benchmarking[标杆分析]  |  Customer Satisfaction Model[顾客满意度模型]  |  Total Quality Management[全面质量管理]  |  Quality Function Deployment[质量功能展开]


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