通过顾客关系服务化来强化顾客价值过程——顾客关系时代的营销新命题

发布时间：2018-03-04 01:00

本文选题：服务化　切入点：顾客关系管理　出处：《南开管理评论》2004年06期 　论文类型：期刊论文

【摘要】：本文建立在这样一个全新的观念基础之上,即营销资源和活动必须与企业所面临的目标顾客相互一致,同时,顾客价值不是由制造商或服务提供者创造的,而是由顾客在其价值创造过程中创造的。企业的资源、流程和能力并不是企业的生产(如产品)、管理(如网站)、财务(如结算)、法律(如顾客申述的处理)及其它活动过程的结果,而应当被视为顾客价值创造过程的投入要素。因此,供应商的作用是通过向顾客提供恰当的资源要素,如产品、服务、信息、服务补救、个性化关怀等来支持顾客价值创造过程,并与顾客资源形成互动,惟此,顾客才会感知到价值被创造出来。要以此方式运营,企业必须将自己看作是服务企业,而且真正地为顾客服务。为强化顾客价值的生成,企业必须将其客户关系中的所有要素"服务化"(servicizing),无论是与制造或服务相关的,还是管理、财务或者法律等常规活动。这些常规活动通常属于"隐性服务"(Hiddenservice),它们在价值创造中的潜力没有得到应有重视。相反,这些要素对顾客价值的生成过程常常起到破坏而不是支撑作用。"服务化"意味着要将所有与顾客关系相关的要素,不管它们的类型和特性如何,转化为顾客价值创造过程中的投入要素。最后,本文还探讨了在顾客关系管理时代,如何配置企业营销资源及营销规划等问题。
[Abstract]:This paper is based on a new concept that marketing resources and activities must be consistent with the target customers facing the enterprise, and that customer value is not created by manufacturers or service providers. But created by the customer in the process of value creation. The resources of the enterprise, Processes and capabilities are not the result of the enterprise's production (such as product development, management (such as web sites), finance (such as settlement, legal (such as customer representation processing)) and other activity processes, Therefore, the role of suppliers is to provide customers with the appropriate resource elements, such as products, services, information, service remediation, Personalized care can support the process of customer value creation and interact with customer resources. Only in this way can customers perceive that value is created. In order to operate in this way, enterprises must regard themselves as service enterprises. In order to enhance the generation of customer value, an enterprise must "service" all the elements of its customer relationship, whether it is related to manufacturing or service, or management. Conventional activities, such as financial or legal activities, which are often classified as "hidden services" and whose potential in value creation is not given due attention... on the contrary, These elements often undermine, rather than underpin, the process of generating customer value. "service-oriented" means that all the elements relevant to customer relationships, regardless of their type and characteristics, Finally, this paper discusses how to allocate marketing resources and marketing planning in the era of customer relationship management.
【作者单位】：芬兰HANKEN瑞典文经济管理学院
【分类号】：F274

【共引文献】