發(fā)布時間：2018-02-01 08:46

  本文關鍵詞： 美容企業(yè) 關系營銷 客戶關系 營銷策略　出處：《安徽大學》2012年碩士論文　論文類型：學位論文

【摘要】：隨著經濟的發(fā)展,社會的進步,城市化程度的不斷提高,人們對美的追求越來越普遍,美容成了“生活的必需”�；仡櫭廊菪袠I(yè)20多年的發(fā)展歷程,行業(yè)總體呈現出規(guī)�？缭绞皆鲩L,美容業(yè)未來的發(fā)展在服務領域中占的比重將越來越大,是拉動內需,發(fā)展經濟的重要產業(yè)。然而,隨著行業(yè)的快速發(fā)展,美容企業(yè)竭力擴張,客戶積累越來越慢,員工流失不斷增加等一系列問題接踵而來,行業(yè)發(fā)展面臨嚴峻挑戰(zhàn)。關系營銷理論的發(fā)展為美容企業(yè)探索新的營銷模式提供了思路。 作為一種新的營銷模式,關系營銷理論受到了業(yè)界越來越多的關注。該理論是20世紀80年代由西方管理學者提出并發(fā)展起來,它以系統(tǒng)論為理論前提,在社會經濟大環(huán)境下來研究企業(yè),認為企業(yè)的營銷活動是與消費者、供應者、分銷商、競爭者、政府機構和其他社會組織發(fā)生相互作用的過程,是建立和發(fā)展同所有利益相關者之間關系的活動過程,它的核心和歸宿是客戶關系營銷。 本文選擇美容企業(yè)關系營銷為主題,以客戶關系為切入點,從提高美容企業(yè)競爭力的角度,提出為促進美容企業(yè)發(fā)展需實施客戶關系營銷。文章首先系統(tǒng)地論述了關系營銷和客戶關系營銷的相關理論及概念,為提出實施客戶關系營銷奠定理論基礎。其次,在闡述M公司營銷現狀的基礎上,對M公司及營銷過程中存在的問題進行了分析,針對問題,對M公司營銷環(huán)境進行了分析。最后,在借鑒玫琳凱成功企業(yè)客戶關系營銷的基礎上,對M公司實施客戶關系營銷進行了設計,期望為M公司未來的發(fā)展提供有力的實踐指導,對美容行業(yè)和企業(yè)的可持續(xù)發(fā)展起到借鑒意義。
[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.
【學位授予單位】：安徽大學
【學位級別】：碩士
【學位授予年份】：2012
【分類號】：F274;F719.9

【參考文獻】

相關期刊論文 前7條

1 溫艷紅;;關系營銷在現代企業(yè)中的應用[J];商業(yè)經濟;2007年08期

2 常志有;關系營銷若干問題的探討[J];經濟問題探索;2000年05期

3 于善波,胡云峰;21世紀新營銷——關系營銷[J];佳木斯大學社會科學學報;2003年04期

4 李季芳;關系營銷理論及應用研究[J];齊魯學刊;2004年06期

5 李艷娥;;基于AHP的美容院顧客滿意度評價[J];商場現代化;2008年19期

6 張燕;;基于利益相關者理論的關系營銷戰(zhàn)略研究[J];市場周刊(理論研究);2008年10期

7 陳建坤;鄭鳳旺;;現代企業(yè)的關系營銷[J];山東紡織經濟;2006年02期

相關碩士學位論文 前2條

1 郭巧玲;關系營銷理論在華泰證券經紀業(yè)務中的應用研究[D];沈陽理工大學;2011年

2 王鳳梅;AD公司客戶關系營銷策略研究[D];華東理工大學;2010年

，

本文編號：1481449