摘要
翠微集团作为国内百货零售业的领跑企业,提出的"大顾客观"管理理念强调了企业保持与消费者、内部员工以及供应商之间良好关系的重要性。本文从关系营销的角度出发,分析了翠微集团"大顾客观"关系营销模型,总结了翠微集团实施关系营销策略的经验。在此基础上,结合我国的零售业营销现状,提出加强顾客观念、重视内部营销、注重外部联系等关系营销策略。
As a leading enterprise among China＇s domestic department store retailers,Cuiwei Group Co.puts forward a managerial idea called ＂all-sided customer concept＂,which emphasizes on the significance that an enterprise should build a good relationship with customers,internal employees and suppliers.From the perspective of relationship marketing,this paper analyzes the model of relationship marketing under Cuiwei＇s ＂all-sided customer concept＂ and summarizes Cuiwei＇s experiences in implementing the relationship marketing.On that basis,combined with the present situation in China＇s retailing industry,some enlightenment is provided for marketing relationship that great importance should be attached to customer concept,internal marketing,external liaison,etc.
出处
《北京工商大学学报（社会科学版）》
CSSCI
北大核心
2012年第1期51-56,共6页
JOURNAL OF BEIJING TECHNOLOGY AND BUSINESS UNIVERSITY:SOCIAL SCIENCES
基金
北京市哲学社会科学规划重点项目"北京现代服务业发展机制创新研究"(11GA004)
北京市委组织部优秀人才资助项目"北京生产性服务业与制造业协调发展研究"(2009D005003000005)
北京服务业营销战略研究(PHR200907109)
北京现代服务业产业网络构建与企业竞争优势提升研究(PRH201007124)
关键词
零售业
关系营销
大顾客观
retailing industry
relationship marketing
all-sided customer concept
