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

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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 小组


小组 (4名成员)


关系营销论坛  

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