范文】关系营销与建立顾客忠诚研究.doc

(完整版)范文】关系营销与建立顾客忠诚研究(完整版)范文】关系营销与建立顾客忠诚研究(完整版)范文】关系营销与建立顾客忠诚研究关系营销与建立顾客忠诚研究摘要进入20世纪末，市场营销学理论发生了一些显著变化，其中影响最大的是营销学中的“关系"范式的出现。如果说,21世纪“绿色营销”是现代企业市场营销观念的主旋律,那么，“关系营销”是21世纪现代企业市场营销观念实践真正体现“以顾客需求为中心",能够获取企业利润，实现企业长远发展目标的新的营销管理模式。随着经济全球化和科学技术的迅速发展，市场竞争日趋激烈，顾客作为企业的销售对象也越来越受重视,顾客忠诚也成为企业的终极目标。如何获得顾客忠诚，使企业长久的维持顾客，在激烈的市场竞争中赢得竞争优势成为企业考虑的重点。获得顾客忠诚企业必须维护好顾客关系，而关系营销这一营销理念在此就充分体现，顾客忠诚的获得和维持是实施关系营销战略的核心内容，关系营销策略的实施使企业建立良好的顾客忠诚关系。本文从介绍关系营销与顾客忠诚的涵义到两者之间的关系,以及关系营销实施策略，最后完善企业关系营销做出解析。关键词：关系营销,顾客忠诚，顾客关系AbstractEntertheendofthe20thcentury，somenotablechangesinthetheoryofmarketing,mostofwhichareinthemarketingof"relationship”paradigmtoappear.Ifthe21stcentury”greenmarketing"isthemainthemeofmodernenterprisemarketingconcept，the”relationshipmarketing"isthe21stcenturypracticethemarketingconceptinmodernenterprisestrulyembody"customer—centric",toobtainprofit,achievelong-termgoalsofthedevelopmentofnewmodelsofmarketingmanagement.Summarywiththeeconomicglobalizationandtherapiddevelopmentofscienceandtechnology，marketcompetitionisbecomingincreasinglyfierce,salesofcustomersasabusinessobjectisreceivingmoreattention,hasbecometheultimategoalofcustomerloyalty。Howtogaincustomerloyaltyandmakecompaniesalongtimetomaintaincustomers,gainacompetitiveadvantageinthefiercemarketcompetitionbecomethefocusoftheenterprisetakingintoaccount。Gaincustomersloyaltothecompanymustmaintaingoodcustomerrelationships，andrelationshipmarketing,amarketingconceptisfullyreflected,theacquisitionandmaintenanceofcustomerloyaltyisimplementingthecoreelementsofthestrategyofrelationshipmarketing,andrelationshipmarketingstrategyimplementationenablesenterprisestoestablishagoodrelationshipofcustomerloyalty。Thispaperdescribesthemeaningofrelationshipmarketingandloyaltytotherelationshipbetweenthetwo,aswellasrelationshipmarketingstrategy，andfinallyanalysisofenterpriserelationshipmarketing。Keywords：Relationshipmarketing,Customerloyalty,Customerrelationships目录TOC\o”1—2"\h\z\uHYPERLINK\l"_Toc356648810"前言PAGEREF_Toc356648810\h1HYPERLINK\l"_Toc356