M美容公司客户关系营销研究

发布时间：2018-02-01 08:46

本文关键词： 美容企业关系营销客户关系营销策略　出处：《安徽大学》2012年硕士论文　论文类型：学位论文

【摘要】：随着经济的发展,社会的进步,城市化程度的不断提高,人们对美的追求越来越普遍,美容成了“生活的必需”。回顾美容行业20多年的发展历程,行业总体呈现出规模跨越式增长,美容业未来的发展在服务领域中占的比重将越来越大,是拉动内需,发展经济的重要产业。然而,随着行业的快速发展,美容企业竭力扩张,客户积累越来越慢,员工流失不断增加等一系列问题接踵而来,行业发展面临严峻挑战。关系营销理论的发展为美容企业探索新的营销模式提供了思路。作为一种新的营销模式,关系营销理论受到了业界越来越多的关注。该理论是20世纪80年代由西方管理学者提出并发展起来,它以系统论为理论前提,在社会经济大环境下来研究企业,认为企业的营销活动是与消费者、供应者、分销商、竞争者、政府机构和其他社会组织发生相互作用的过程,是建立和发展同所有利益相关者之间关系的活动过程,它的核心和归宿是客户关系营销。本文选择美容企业关系营销为主题,以客户关系为切入点,从提高美容企业竞争力的角度,提出为促进美容企业发展需实施客户关系营销。文章首先系统地论述了关系营销和客户关系营销的相关理论及概念,为提出实施客户关系营销奠定理论基础。其次,在阐述M公司营销现状的基础上,对M公司及营销过程中存在的问题进行了分析,针对问题,对M公司营销环境进行了分析。最后,在借鉴玫琳凯成功企业客户关系营销的基础上,对M公司实施客户关系营销进行了设计,期望为M公司未来的发展提供有力的实践指导,对美容行业和企业的可持续发展起到借鉴意义。
[Abstract]:With the development of economy, the progress of society and the improvement of urbanization, the pursuit of beauty is becoming more and more common, and beauty has become the necessity of life. The industry as a whole shows a leap-forward growth in scale, the future development of the beauty industry in the service sector will account for more and more proportion, is an important industry to stimulate domestic demand and develop the economy. However, with the rapid development of the industry. Beauty companies strive to expand, customer accumulation is getting slower and slower, and a series of problems such as increasing staff loss are coming. The development of relationship marketing theory provides a way for beauty enterprises to explore new marketing model. As a new marketing model, relationship marketing theory has been paid more and more attention by the industry. It was put forward and developed by western management scholars in 1980s. It is based on system theory. In the social and economic environment to study enterprises, think that the marketing activities of enterprises is the process of interaction with consumers, suppliers, distributors, competitors, government agencies and other social organizations. It is an active process of establishing and developing relationships with all stakeholders, and its core and destination is customer relationship marketing. This article chooses the beauty enterprise relations marketing as the theme, regarding the customer relations as the breakthrough point, from the angle of improving the beauty enterprise competitive power. In order to promote the development of beauty enterprises, it is necessary to implement customer relationship marketing. Firstly, this paper systematically discusses the related theories and concepts of relationship marketing and customer relationship marketing. In order to lay a theoretical foundation for the implementation of customer relationship marketing. Secondly, on the basis of expounding the current situation of M company marketing, the paper analyzes the problems in M company and marketing process, aiming at the problems. Finally, on the basis of Mary Kay successful enterprise customer relationship marketing, M company to implement customer relationship marketing design. It is expected to provide strong practical guidance for the future development of M Company and play a referential role in the sustainable development of beauty industry and enterprises.
【学位授予单位】：安徽大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F274;F719.9

【参考文献】