本文選題：直復(fù)營(yíng)銷(xiāo) + 顧客價(jià)值�。� 參考：《蘭州理工大學(xué)》2013年碩士論文

【摘要】：隨著市場(chǎng)競(jìng)爭(zhēng)愈演愈烈,越來(lái)越多的企業(yè)利用直復(fù)營(yíng)銷(xiāo)開(kāi)展公司業(yè)務(wù),可以利用直復(fù)營(yíng)銷(xiāo)進(jìn)行銷(xiāo)售的產(chǎn)品范圍也逐漸擴(kuò)大�，F(xiàn)代通訊技術(shù)的不斷發(fā)展成為了直復(fù)營(yíng)銷(xiāo)的基礎(chǔ),電話、電視、網(wǎng)絡(luò)等媒介使溝通更為方便,信息傳遞速度也得到很大的提升,作為直復(fù)營(yíng)銷(xiāo)主要形式的郵件營(yíng)銷(xiāo)與網(wǎng)絡(luò)營(yíng)銷(xiāo)利用網(wǎng)絡(luò)媒介進(jìn)行活動(dòng)更是展現(xiàn)了其旺盛的生命力與廣闊的發(fā)展前景。 同時(shí),以市場(chǎng)為導(dǎo)向的競(jìng)爭(zhēng)觀念悄然發(fā)生著變化,市場(chǎng)營(yíng)銷(xiāo)策略的重心已經(jīng)發(fā)生了向以消費(fèi)者為中心的轉(zhuǎn)移,企業(yè)應(yīng)該真正站在顧客的角度上來(lái)看待價(jià)值的創(chuàng)造。“以客戶(hù)為中心”的理念被越來(lái)越廣泛的接受,唯有建立良好的客戶(hù)關(guān)系,贏得客戶(hù)的滿(mǎn)意與忠誠(chéng),才能使企業(yè)得以繼續(xù)在市場(chǎng)上生存,這要求企業(yè)更加關(guān)注目標(biāo)消費(fèi)群體的需求,加大對(duì)顧客價(jià)值的投入,這也是企業(yè)擴(kuò)大與保持客戶(hù)占有率的關(guān)鍵。緊緊圍繞顧客價(jià)值進(jìn)行企業(yè)直復(fù)營(yíng)銷(xiāo)規(guī)劃與經(jīng)營(yíng)活動(dòng)勢(shì)在必行。 由此,便產(chǎn)生了如何從顧客價(jià)值的角度更好的制定直復(fù)營(yíng)銷(xiāo)策略這一問(wèn)題,對(duì)此問(wèn)題的研究無(wú)疑是對(duì)提升直復(fù)營(yíng)銷(xiāo)策略效率的關(guān)鍵之一。本論文在研究文獻(xiàn)的基礎(chǔ)上,對(duì)直復(fù)營(yíng)銷(xiāo)理論與顧客價(jià)值理論進(jìn)行了梳理,探討直復(fù)營(yíng)銷(xiāo)與顧客價(jià)值的相應(yīng)關(guān)系,進(jìn)行了直復(fù)營(yíng)銷(xiāo)顧客價(jià)值問(wèn)卷調(diào)查,通過(guò)對(duì)數(shù)據(jù)進(jìn)行因子分析提出了直復(fù)營(yíng)銷(xiāo)顧客價(jià)值驅(qū)動(dòng)因素,最后對(duì)應(yīng)直復(fù)營(yíng)銷(xiāo)中顧客價(jià)值驅(qū)動(dòng)因素,提出相應(yīng)的營(yíng)銷(xiāo)策略。其主要的研究意義在于通過(guò)對(duì)理論的研究,結(jié)合直復(fù)營(yíng)銷(xiāo)在我國(guó)的發(fā)展現(xiàn)狀與存在的問(wèn)題,提出使消費(fèi)者更滿(mǎn)意的直復(fù)營(yíng)銷(xiāo)策略,提高營(yíng)銷(xiāo)效率,提升我國(guó)企業(yè)管理水平與核心競(jìng)爭(zhēng)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.
【學(xué)位授予單位】：蘭州理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類(lèi)號(hào)】：F274

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