基于顾客价值的直复营销策略研究

发布时间：2018-05-18 02:02

本文选题：直复营销 + 顾客价值　；参考：《兰州理工大学》2013年硕士论文

【摘要】：随着市场竞争愈演愈烈,越来越多的企业利用直复营销开展公司业务,可以利用直复营销进行销售的产品范围也逐渐扩大。现代通讯技术的不断发展成为了直复营销的基础,电话、电视、网络等媒介使沟通更为方便,信息传递速度也得到很大的提升,作为直复营销主要形式的邮件营销与网络营销利用网络媒介进行活动更是展现了其旺盛的生命力与广阔的发展前景。同时,以市场为导向的竞争观念悄然发生着变化,市场营销策略的重心已经发生了向以消费者为中心的转移,企业应该真正站在顾客的角度上来看待价值的创造。“以客户为中心”的理念被越来越广泛的接受,唯有建立良好的客户关系,赢得客户的满意与忠诚,才能使企业得以继续在市场上生存,这要求企业更加关注目标消费群体的需求,加大对顾客价值的投入,这也是企业扩大与保持客户占有率的关键。紧紧围绕顾客价值进行企业直复营销规划与经营活动势在必行。由此,便产生了如何从顾客价值的角度更好的制定直复营销策略这一问题,对此问题的研究无疑是对提升直复营销策略效率的关键之一。本论文在研究文献的基础上,对直复营销理论与顾客价值理论进行了梳理,探讨直复营销与顾客价值的相应关系,进行了直复营销顾客价值问卷调查,通过对数据进行因子分析提出了直复营销顾客价值驱动因素,最后对应直复营销中顾客价值驱动因素,提出相应的营销策略。其主要的研究意义在于通过对理论的研究,结合直复营销在我国的发展现状与存在的问题,提出使消费者更满意的直复营销策略,提高营销效率,提升我国企业管理水平与核心竞争力。
[Abstract]:With the fierce competition in the market, more and more enterprises use direct marketing to carry out their business, and the range of products that can be sold by direct marketing is gradually expanded. The continuous development of modern communication technology has become the basis of direct marketing. Telephone, television, network and other media make communication more convenient, and the speed of information transmission has been greatly improved. As the main form of direct marketing, mail marketing and network marketing use network media to carry on activities, showing its exuberant vitality and broad development prospect. At the same time, the market-oriented concept of competition is quietly changing, the focus of marketing strategy has been shifted to consumer-centered, enterprises should really stand on the customer's point of view of value creation. The concept of "customer-centered" has been more and more widely accepted. Only by establishing good customer relations and winning customer satisfaction and loyalty can enterprises continue to survive in the market. This requires enterprises to pay more attention to the needs of target consumer groups and increase the investment in customer value, which is also the key for enterprises to expand and maintain customer share. It is imperative to carry out direct marketing planning and management activities closely around customer value. As a result, how to better formulate direct marketing strategy from the perspective of customer value is one of the keys to improve the efficiency of direct marketing strategy. Based on the study of literature, this paper combs the theory of direct marketing and customer value, discusses the relationship between direct marketing and customer value, and carries out a questionnaire survey on customer value of direct marketing. Based on the factor analysis of the data, the driving factors of customer value in direct marketing are put forward, and the corresponding marketing strategies are put forward according to the driving factors of customer value in direct marketing. Its main research significance lies in through to the theory research, unifies the direct marketing in our country the development present situation and the existence question, proposed to make the consumer more satisfied direct reply marketing strategy, enhances the marketing efficiency, Improve the level of management and core competitiveness of enterprises in China.
【学位授予单位】：兰州理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274

【参考文献】