關(guān)于我國(guó)水泥企業(yè)的關(guān)系營(yíng)銷(xiāo)策略分析-閱讀頁(yè)
2025-07-11 15:39本頁(yè)面
【正文】 ween enterprises is a petition, any pany If you want to win in the petition, you have to do anything. This approach is not conducive to social and economic development, but also easy to make both sides loselose petition. Relationship marketing theory: the possibility of cooperation between enterprises, sometimes through the cooperation of related enterprises will be more conducive to business expectations. First, the business cooperation is conducive to consolidating the existing market position. Today39。CoordinatedpublicThe keyin Relationship Marketing marketing in the interactive processSuccessful marketing to customers or users need good enough answer. Marketing in consumer transactions, the answer is a physical product. In relationship marketing, this answer is the relationship itself and its operation, including the manner and process of meet customer needs. Relations, including physical product or service output of the exchange or transfer, but also include a series of service elements, without these services, physical products, service output may be only of limited value or no value to the customer. Once established relationship will continue in the interactive process. Suppliers or service panies with their customers place different types of contacts, those contacts may be different, depending on the specific marketing situation. Some contact is between people, some customers and between machines or systems. In this case, the interaction depends on the nature of the exposure of specific objects. marketing in the process of dialogueRelationship marketing in marketing munications is characterized by a sometimes trying to create a twoway munication process is multidimensional. Not all of the activities are a direct twoway munication, but all munication efforts should lead to some form of relationship to maintain and promote the reaction, the dialogue process. Interactive munication process must support this value creation and transfer. The process includes a number of factors, such as sales activities, mass munication activities, direct munication and public relations. Mass munication, including traditional advertising, brochures, sales letters, etc. does not seek to direct response activities, including direct munication with special offerings, information and confirmation of personal interaction has occurred letters, ask the customer specific information. Here, the interaction from the past to seek some form of feedback, asked for more information on customer data and purely social response.3. The value of relationship marketing in the process Than transaction marketing to relationship marketing efforts to pay more. Therefore, relationship marketing should be created for customers and other parties than the mere occurrence of a single plot in the greater value of transactions. Customers must be aware and appreciate the ongoing relationship to create value. The relationship is a long process, so customer value in a longer period of time there, we call value of the process. Relationship marketing as customers to be successful and to be meaningful, there must be a dialogue and interaction with customers appreciate the value of the parallel process.Method of investigation is to distinguish between customer value offerings in the core value and relationship valueadded extra elements. Therefore, the relationship between customer perceived value of the category can be expressed as the following two formulas:Customer Perceived Value (CPV) = (core product plus additional services) / (price + relationship costs)Customer Perceived Value (CPV) = valueadded 177。s market, distributors, market, market stakeholders.1. Customer marketCustomers are the basis for the existence and development, market petition is the essence of petition for the customer. The latest research shows that enterprises in the fight for new customers at the same time, we must attach importance to retain customers, nurture and develop customer loyalty. Usually a new customer for the cost of flowers is often required to retain an old customer spent 6 times the cost. Enterprises can use database marketing, member relations and other forms of development to better meet customer needs, increase customer trust and close relations.2. VendorAny enterprise can not solve their own all the resources needed for production. The exchange of resources in the real position of the process resources are many, at least human, financial, material, technical, information and so on. Relationships with suppliers determines the amount of resources available to businesses, quality and access speed. Enterprises and suppliers to form a close network of cooperation, exchange of the necessary resources. In addition, the pany39。 D with petitors, raw material procurement, production, sales channels and other aspects of cooperation, sharing with each other, reduce costs and risks and enhance operational capabilities. There are indications that petition has developed into a modern collaborative petition in the petition to achieve winwin result is the ideal strategic choice.5. Distributors MarketIn the distributor market, retailers and wholesalers of support for the product39。Responsible for determining the relationship manager, general manager duties, job content, performance standards and evaluation criteria, assessment of work performance.Relationship manager to go through professional training, professional standards, the customer is responsible, whose role is to develop longterm customer relationship and annual marketing plan, develop munication strategies, regular reporting, the implementation of the pany to provide customers with the benefits that may occurEstablish an efficient administration is related to effective marketing organization guarantee. 2, the personal contact Personal contact with customers through marketing staff to enhance the close friendship exchanges, and strengthen relationships.
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