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Paper代写:Relationship marketing

2018-10-31 | 来源:51due教员组 | 类别:Paper代写范文

本篇paper代写- Relationship marketing讨论了关系营销。关系营销,其关键就在于找出和建立、维持和增进与客户和其他利益相关者的关系,以便所有涉及各方的目标都能达到。这是通过相互交换和实现承诺而完成的。简言之,关系营销就是长期互惠的协作,双方通过创造令人满意的交易把精力放在价值的提高上。本篇paper代写51due代写平台整理,供大家参考阅读。

Relationship marketing,关系营销,paper代写,代写,essay代写

There is no unified understanding of the concept of relationship marketing, which is defined by Gronroos, a frequently cited Gronroos: "relationship marketing is to find and establish, maintain and enhance relationships with customers and other stakeholders so that the goals of all involved parties can be achieved. This is achieved through mutual exchange and fulfillment of commitments. In short, relationship marketing is a long-term, mutually beneficial collaboration in which both parties focus on value enhancement by creating satisfying transactions.

First, relationship marketing emphasizes the two-way communication of information. The essence of marketing lies in communication, in connecting producers and consumers. In the current fierce market competition, information plays a vital role in marketing activities. In terms of the enterprise and its many influencing factors, sufficient information communication and exchange between each other, ensuring the correct and accurate understanding of the enterprise's marketing concept, etc., is the prerequisite for the successful relationship marketing of the enterprise to its customers, suppliers, channel intermediaries, special channel members and internal members. Secondly, relationship marketing focuses on the process of strategic cooperation based on collaboration. As mentioned earlier, relationship marketing is guided by systems theory. This requires the enterprises holding the relational marketing view to consider the factors involved in the enterprise comprehensively, and ensure that all aspects of the marketing system can proceed from the collective and long-term interests, and maintain the balanced development of the entire marketing system, so as to strive for their own long-term development. In order to achieve such development, it is necessary for all aspects of the marketing system to establish cooperative strategic relationships and processes. Thirdly, relationship marketing attaches importance to marketing activities aiming at achieving multi-win. The existence of relationship marketing lies in that the relationship parties can obtain reasonable benefits from the whole marketing system. Therefore, the key to establish and maintain a good relationship lies in understanding the interest needs of all parties concerned, seeking the common interests of all parties concerned, and making efforts to realize the common interests. Therefore, relationship marketing must pay attention to the marketing activities aimed at achieving multi-win. In order to achieve the multi-win of all relationship parties, we must follow some basic ethical norms, such as integrity, harmony, mutual benefit and equal emphasis on collectivism and justice and interest. Finally, relationship marketing focuses on feedback as a function of the management control system. Thanks to modern marketing system involves many interests and lead to the complexity of the system, the requirements of natural relationship marketing enterprise to establish relevant relationship management department, to help track consumer special channel members, channel intermediaries, upstream suppliers, and competitors and the enterprise internal members of relevant parties in the marketing system such as attitudes, behavior, etc., and based on the information obtained from monitoring feedback timely and properly coordinate the various relations inside and outside enterprise.

Win-win channel mode is a win-win situation in which the profit, cost, efficiency and conflict of the members of both parties are improved through the cooperation mechanism among the members of the channel. We can understand the connotation of win-win channel mode more clearly through the following figure. The "+" in the figure indicates increase or increase, and the corresponding "-" indicates decrease.

For most enterprises, it is impossible and unnecessary to complete completely independently from the production of raw materials to the sales of products. The common mode is that suppliers -- enterprises -- distributors -- ultimate customers, that is, enterprises obtain raw materials from suppliers and sell products through distributors. Because the cost of raw materials provided by the supplier and the distribution cost of products sold by the distributor constitute the cost of enterprise products. Therefore, it is generally believed that suppliers and distributors will reduce the earnings of enterprises and there is competition between enterprises and suppliers and distributors. But in fact, companies also have common interests with suppliers and intermediary distributors. In an increasingly competitive market environment, smart marketers establish long-term, mutually beneficial relationships of trust with suppliers and distributors.

The first case is called "non-cooperation", in which members do not cooperate with each other. The second situation is called "cooperation", where members cooperate in pricing to maximize the profits of the entire channel and the profits of the vendors. It has been proved that the benefit of cooperation is higher than that of non-cooperation. Meanwhile, the extra profit can be distributed equally between the manufacturer and the retailer through the pricing of products.

A lot of practice has proved that competition among members is not the best strategy, if they coordinate and cooperate with each other, they can achieve win-win or multi-win. Analysis tools, such as game theory, come to the same conclusion.

Through on in the face of the analysis of the relationship marketing theory and win-win channel mode, we see the relationship marketing specific to marketing channels, show the value and each channel member interaction, communication, cooperation and win-win, and finally in the set up of the relationship marketing network, attract and retain customers, improve the competitive ability of enterprise, achieve the goal of the enterprise.

Enterprises are faced with great uncertainty in the environment of rapid changes. From the perspective of suppliers, they may raise prices according to market conditions to make enterprises pay higher costs, and they may also turn to more favorable customers, so that enterprises have to pay the costs and uncertainties of changing suppliers, especially when the supply of raw materials is interrupted due to uncertainty and customers suffer significant losses. The enterprise can restrain the behavior of the supplier through the supply contract, but this constraint is not very binding under certain circumstances. From the perspective of customers, changes in demand often make the production capacity of enterprises short supply or large surplus, difficult to anticipate.

Relational transactions provide an effective way to address complexity. In order to overcome the negative impact of uncertainty on enterprises, enterprises may choose the compromise between one-time transaction and internal transaction and repeat transaction. The one-time transaction represents the typical market behavior, while the internal transaction is the planning organization within the enterprise. Long-term relationship transaction can overcome the shortcomings of the two mechanisms and be flexible and efficient. The relationship method is an effective way of allocating resources between the administrative means of creating market price and developing organization.

The resources of a single enterprise are limited and the enterprise must have the ability to acquire external resources. At the same time, in a rapidly changing environment, enterprises have all the resources they need and lose their flexibility. In order to solve the contradiction between the finiteness of internal resources and the flexibility of enterprise operation, enterprises turn to establish relations from relying on their own resources in isolation. Relationship marketing has advantages in improving the speed of new product development, building barriers to entry and complementary capabilities.

Relationships are an important asset in a single company. Its value lies not only in creating efficiency and innovation, but also in providing information and influencing other companies. Relationships are probably the most important asset in many companies. Relationships are a good way for organizations to learn from one another.

In recent years, terms such as distribution partnerships, channel partners, distributor partners, dealer partners, and strategic alliances have become more common in the marketing channel literature. The establishment of cooperative partnership and strategic alliance is an important way to achieve win-win channel mode. This kind of partnership or strategic alliance emphasizes the continuous and mutual support relationship between manufacturers and channel members, and aims to establish a more active team, network or channel partner alliance. In this kind of channel partnership or strategic alliance, the traditional "we, them" concept has been replaced by "we."

The marketing channel is usually composed of many companies seeking their own interests. As these interests are competing with each other, channel members are often unable to cooperate with each other, or even have completely opposite goals. The resulting channel conflicts often lead to the decline of channel efficiency. The alliance in distribution is to solve this problem. In a strategic alliance, two or more organizations are linked so that they operate in the common interest of all parties.

Relationship marketing is a major breakthrough in marketing theory. The transformation from general marketing to relationship marketing is an important trend of marketing discipline reform. The close relationship between manufacturers and their channel members in the wholesale or retail business has received great attention from the theoretical circle. Most scholars believe that close relationship should be established between manufacturers and channel members. Relationship marketing provides a way to deal with channel membership, that is, every enterprise should start from reality and determine the degree of relationship with its channel members. Strategic alliances based on frank, two-way and regular communication are important to channel relationships, and certainly require time, patience, and resources to sustain them.

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