本文關(guān)鍵詞： 美容企業(yè) 關(guān)系營(yíng)銷(xiāo) 客戶(hù)關(guān)系 營(yíng)銷(xiāo)策略　出處：《安徽大學(xué)》2012年碩士論文　論文類(lèi)型：學(xué)位論文

【摘要】：隨著經(jīng)濟(jì)的發(fā)展,社會(huì)的進(jìn)步,城市化程度的不斷提高,人們對(duì)美的追求越來(lái)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(xiàn)出規(guī)�？缭绞皆鲩L(zhǎng),美容業(yè)未來(lái)的發(fā)展在服務(wù)領(lǐng)域中占的比重將越來(lái)越大,是拉動(dòng)內(nèi)需,發(fā)展經(jīng)濟(jì)的重要產(chǎn)業(yè)。然而,隨著行業(yè)的快速發(fā)展,美容企業(yè)竭力擴(kuò)張,客戶(hù)積累越來(lái)越慢,員工流失不斷增加等一系列問(wèn)題接踵而來(lái),行業(yè)發(fā)展面臨嚴(yán)峻挑戰(zhàn)。關(guān)系營(yíng)銷(xiāo)理論的發(fā)展為美容企業(yè)探索新的營(yíng)銷(xiāo)模式提供了思路。 作為一種新的營(yíng)銷(xiāo)模式,關(guān)系營(yíng)銷(xiāo)理論受到了業(yè)界越來(lái)越多的關(guān)注。該理論是20世紀(jì)80年代由西方管理學(xué)者提出并發(fā)展起來(lái),它以系統(tǒng)論為理論前提,在社會(huì)經(jīng)濟(jì)大環(huán)境下來(lái)研究企業(yè),認(rèn)為企業(yè)的營(yíng)銷(xiāo)活動(dòng)是與消費(fèi)者、供應(yīng)者、分銷(xiāo)商、競(jìng)爭(zhēng)者、政府機(jī)構(gòu)和其他社會(huì)組織發(fā)生相互作用的過(guò)程,是建立和發(fā)展同所有利益相關(guān)者之間關(guān)系的活動(dòng)過(guò)程,它的核心和歸宿是客戶(hù)關(guān)系營(yíng)銷(xiāo)。 本文選擇美容企業(yè)關(guān)系營(yíng)銷(xiāo)為主題,以客戶(hù)關(guān)系為切入點(diǎn),從提高美容企業(yè)競(jìng)爭(zhēng)力的角度,提出為促進(jìn)美容企業(yè)發(fā)展需實(shí)施客戶(hù)關(guān)系營(yíng)銷(xiāo)。文章首先系統(tǒng)地論述了關(guān)系營(yíng)銷(xiāo)和客戶(hù)關(guān)系營(yíng)銷(xiāo)的相關(guān)理論及概念,為提出實(shí)施客戶(hù)關(guān)系營(yíng)銷(xiāo)奠定理論基礎(chǔ)。其次,在闡述M公司營(yíng)銷(xiāo)現(xiàn)狀的基礎(chǔ)上,對(duì)M公司及營(yíng)銷(xiāo)過(guò)程中存在的問(wèn)題進(jìn)行了分析,針對(duì)問(wèn)題,對(duì)M公司營(yíng)銷(xiāo)環(huán)境進(jìn)行了分析。最后,在借鑒玫琳凱成功企業(yè)客戶(hù)關(guān)系營(yíng)銷(xiāo)的基礎(chǔ)上,對(duì)M公司實(shí)施客戶(hù)關(guān)系營(yíng)銷(xiāo)進(jìn)行了設(shè)計(jì),期望為M公司未來(lái)的發(fā)展提供有力的實(shí)踐指導(dǎo),對(duì)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(xué)位授予單位】：安徽大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類(lèi)號(hào)】：F274;F719.9

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