石油钻具行业客户关系营销研究
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摘要
许多研究结果表明,实施关系营销的企业可以获得持续的竞争优势。许多企业开始实施一系列客户关系营销,强调建立、维持供应商和客户之间的长期关系。
石油钻具行业具有交易额较大的特征,交易中买卖双方的关系与消费品市场相比,往往显得更加重要,更加持久,因此也更直接面临着客户关系营销核心问题:如何从客户的角度出发,推行有效的关系营销策略,影响关系质量,并最终实现客户忠诚。而这些变量之间的相关关系的确定构成了买卖双方关系模型的基础。
本文从关系营销的角度对石油钻具行业营销现状的做出了阐述,回顾了国外学者在关系质量方面的研究成果,探讨企业与客户之间关系质量的决定因素以及关系质量给企业带来的可能影响,并在此基础上,构建了我国石油钻具企业客户关系营销策略影响模型的理论框架。
该模型从买方的角度出发,诠释了我国石油钻具市场买卖双方关系的决定因素由人际关系变量、企业环境变量、组织关系变量构成,以及关系质量决定因素对关系结果,即客户忠诚的显著影响。
在此基础上,进一步分析关系营销策略对关系质量决定因素的影响,得到如下结论:
(1)关系营销策略本质上是一种企业向顾客传递信息的手段。通过这一手段来改变客户对企业改善目标客户关系,提高其忠诚度的决心的认同,以期未来双方的行为向着良性轨道发展,而改变客户认同的前提条件是传递信息的可置信性。这就要求策略实施过程中有相应可认知不可撤销资源投入。
(2)关系营销策略到客户忠诚是一个从心理到行为逐步过渡的过程。在这一过程中,客户关系质量决定因素起着重要的作用,继而也直接决定了关系营销策略的特征。
以此为依据,本文提出了石油钻具企业如何有效地实施客户关系营销的建议,即建立以客户为导向的企业文化,建立以客户为导向的企业组织结构,建立客户信息系统,全面质量管理,实施内部营销,提高服务质量,品牌营销,情感化关系创建和构建客户退出壁垒。
A great number of research results have indicated that companies could achieve sustainable competitive advantages through relationship marketing. As a result, Companies have begun to implement a series of customer relationship marketing strategies, emphasizing on the establishment and retention of long-term relationship between the buyers and sellers.
Compared with typical consumer market, drilling tool industry market has the following characteristics: big volume deal and long lasting relationship between buyer and seller. One of the fundamental issues of customer relationship marketing is practicing the effective strategy of relationship marketing to cultivate customer's loyalty. The relationship among these variables constructed the model of buyer-seller relationship in industrial market.
This paper developed a drilling tool industry buyer-seller relationship model in China. The model tried to point out interpersonal relationships varible ,Enterprise Environment varible and organizational relations varible constitutes the determinant factor of relationship quality. They have direct effect of relationship quality and determine customer's loyalty.
Based on the results, this article analyzed the effect of strategy of relationship marketing on determinant factor of relationship quality, as well as the determinant factor of relationship quality on relationship outcomes from the perception of buyers. The conclusions of this analysis are as following:
(1)strategy of relationship marketing is the way that enterprises transmit Information to customers, in order to achieve costumer's identification.
(2)Determinant factor of relationship quality play an important part in the process of strategy of relationship marketing influencing customer's loyalty, and also determine the the characteristic of strategy of relationship marketing.
Based on the results of the study, the following customer relationship marketing strategies have been suggested to the industrial companies: to establish customer-oriented organization structure, to build customer database, to adopt total quality management process, to implement internal marketing and to improve service quality related to the industrial products.
石油钻具行业具有交易额较大的特征,交易中买卖双方的关系与消费品市场相比,往往显得更加重要,更加持久,因此也更直接面临着客户关系营销核心问题:如何从客户的角度出发,推行有效的关系营销策略,影响关系质量,并最终实现客户忠诚。而这些变量之间的相关关系的确定构成了买卖双方关系模型的基础。
本文从关系营销的角度对石油钻具行业营销现状的做出了阐述,回顾了国外学者在关系质量方面的研究成果,探讨企业与客户之间关系质量的决定因素以及关系质量给企业带来的可能影响,并在此基础上,构建了我国石油钻具企业客户关系营销策略影响模型的理论框架。
该模型从买方的角度出发,诠释了我国石油钻具市场买卖双方关系的决定因素由人际关系变量、企业环境变量、组织关系变量构成,以及关系质量决定因素对关系结果,即客户忠诚的显著影响。
在此基础上,进一步分析关系营销策略对关系质量决定因素的影响,得到如下结论:
(1)关系营销策略本质上是一种企业向顾客传递信息的手段。通过这一手段来改变客户对企业改善目标客户关系,提高其忠诚度的决心的认同,以期未来双方的行为向着良性轨道发展,而改变客户认同的前提条件是传递信息的可置信性。这就要求策略实施过程中有相应可认知不可撤销资源投入。
(2)关系营销策略到客户忠诚是一个从心理到行为逐步过渡的过程。在这一过程中,客户关系质量决定因素起着重要的作用,继而也直接决定了关系营销策略的特征。
以此为依据,本文提出了石油钻具企业如何有效地实施客户关系营销的建议,即建立以客户为导向的企业文化,建立以客户为导向的企业组织结构,建立客户信息系统,全面质量管理,实施内部营销,提高服务质量,品牌营销,情感化关系创建和构建客户退出壁垒。
A great number of research results have indicated that companies could achieve sustainable competitive advantages through relationship marketing. As a result, Companies have begun to implement a series of customer relationship marketing strategies, emphasizing on the establishment and retention of long-term relationship between the buyers and sellers.
Compared with typical consumer market, drilling tool industry market has the following characteristics: big volume deal and long lasting relationship between buyer and seller. One of the fundamental issues of customer relationship marketing is practicing the effective strategy of relationship marketing to cultivate customer's loyalty. The relationship among these variables constructed the model of buyer-seller relationship in industrial market.
This paper developed a drilling tool industry buyer-seller relationship model in China. The model tried to point out interpersonal relationships varible ,Enterprise Environment varible and organizational relations varible constitutes the determinant factor of relationship quality. They have direct effect of relationship quality and determine customer's loyalty.
Based on the results, this article analyzed the effect of strategy of relationship marketing on determinant factor of relationship quality, as well as the determinant factor of relationship quality on relationship outcomes from the perception of buyers. The conclusions of this analysis are as following:
(1)strategy of relationship marketing is the way that enterprises transmit Information to customers, in order to achieve costumer's identification.
(2)Determinant factor of relationship quality play an important part in the process of strategy of relationship marketing influencing customer's loyalty, and also determine the the characteristic of strategy of relationship marketing.
Based on the results of the study, the following customer relationship marketing strategies have been suggested to the industrial companies: to establish customer-oriented organization structure, to build customer database, to adopt total quality management process, to implement internal marketing and to improve service quality related to the industrial products.
引文
1 Adler Lee. Symbiotic Marketing, Harvard Business Review.1966, 44(November-December): 59~71.
2 Arndt J. Toward a Concept of Domesticated Markets. Journal of Marketing, 1979, Vol. 43, Fall:69~75.
3 Kotler. P. (1991).Marketing Management: Analysis, Planning, Implementation and Control. Englewood Cliffs, NJ: Prentice Hall.
4 Palmer A. (1996),Relationship Marketing: A Universal Paradigm or Management fad. The Learning Organization, Vol. 3, 3~4.
5 Berry, L. L. (1983), Relationship Marketing, in Emerging Perspective on Service Marketing: Chicago: American Marketing Association:62
6 Jackson B. (1985).Winning and Keeping Industrial Customers. Lexington, MA: Lexington Books:43~45
7 Bickert J. (1992), The Database Revolution. Target Marketing: 14~18.
8 Copulsky, J. Wolf, M. (1990), Relationship Marketing: Positioning for the Future. Journal of Business Strategy, 11(4):16~20.
9 Morgan, R. M., and Hunt, S. D. (1994), The Commitment-Trust Theory of Relationship Marketing. Journal of Marketing. 58 (3):20~38.
10 Gummesson.E. (1994).Making Relationship Marketing Operational, International Journal of Service.5(5):5~20.
11 Parvatiyar, A., & Stheth, J. N. Paradigm Shift in Marketing Theory and Approach: The Emerge of Relationship Marketing. In J. N. Sheth & A. Parvatiyar (Eds.), Relationship Marketing: Theory, Methods, and Application: Atlanta.GA: Emory University.
12 Berry, L. (2002), Relationship Marketing of Services: Perspectives From 1983 and 2000. Journal of Relationship Marketing. 1(1): 59~77.
13 Grnroos C. (1996).The Relationship Marketing Logic. Asia-Australia Marketing Journal(4):7~18.
14 Cheng Lu Wang. Guanxi vs. relationship marketing: Exploring underlying differences. Industrial Marketing Management 36 (2007) :81~86.
15 Atuahene-Gima, K.,& Li, H. (2002,July). When does trust matter? Antecedents and contingent effects of supervisee trust on performance inselling new products in china and the United States. Journal of Marketing:66
16 Fukuyama, F. (1995). Trust: The social virtues and the creation of prosperity. New York The Free Press.:31~39
17庄贵军,席酉民(2003).关系营销在中国的文化基础.管理世界, 10.
18汪涛,陈露茜.中国本土文化环境下的商务“关系”:一项探索性研究.营销科学学报.2006, vol.2, no.3:1~14.
19 Adrian Payne, Martin Christopher, Moira Clark, Helen Peek. Relationship Marketing for Competitive Advantage.1995 Printed and Bound in Great Britain by MPC Books Ltd. Bodmin. Comwall:43~49
20 Gummesson, E. (1996),Relationship Marketing and Imaginary Organizations: A Synthesis. European Journal of Marketing, 30(2):31~44.
21克里斯丁格朗鲁斯.关系营销:价值、交互和对话过程[J].国际经贸研究.2002.(3).
22 DONG-JIN LEE, JAE H. PAE, Y. H.. A model of close business relationships in china (guanxi). European Journal of Marketing, 2001, 35 (1/2): 51~69.
23 Buttery, E. A. ,Wong, Y. H. . The development of a guanxi framework[J]. Marketing Intelligence and Planning.1999.17(3): 147~154.
24 Wong, Y. H.,Tam, Jackie L. M. . Mapping relationship in China: guanxi dynamic approach. Journal of Business and Industrial Marketing, 200,15(1): 57~70.
25 Oliver H. M. Chow, et al.. Relationship marketing the Chinese way[J]. Business Horizons. 2000.43(1): 16~24.
26 T. K. P. Leung, Y. H. Wong. The ethics and positioning of guanxi in China[J]. Marketing Intelligence and Planning, 2001,19(1): 55~64.
27 Wong, Y. H. , Tam, Jackie L. M.. Mapping relationship in China: guanxi dynamic approach. Journal of Business and Industrial marketing, 2000,15(1): 57~70.
28李洪道.工业品营销——赢在信任.机械工业出版社2007年1月:16~17
29 Gummesson, Evert (2002).“Relationship Marketing and a New Economy: It’s Time for De-Programming”.The Journal of Services Marketing. Vol. 16 No. 7:585~588
30 [英]威尔逊著,万晓,汤小华译.《组织营销》.机械工业出版社.2002年1月:18~19
31刘人怀,姚作为.关系质量研究述评[ J ] .外国经济与管理,2005,27(1):27~33
32 Mohr, Jakki, Spekman, Robert . Characteristics of Partnership Success : Partnership Attributes , Communication Behavior , and Conflict Resolution Techniques [J] . Strategic Management Journal . 1994 , 15 (2) :135~152.
33 Dorsch, Michael J , Swanson, Scott R and Kelley, Scott W. The Role of Relationship Quality in the Stratification of Vendors as Perceived by Customers. Journal . Of the Academy of Marketing Science. 1998 ,26 (2) : 128~142.
34 Kumar, Nirmalya, Scheer, Lisa K, Steenkamp, J B EM. The Effects of Supplier Fairness on Vulnerable Resellers. Journal of Marketing Research. 1995 , 32 (1) : 54~65.
35 Parsons, Amy L. What Determines Buyer - Seller Relationship Quality An Investigation from the Buyer’s Perspective. Journal of Supply Chain Management . 2002 , 38 (2) : 4~12.
36 Ario, Africa, Torre, Jose de la, Ring , Peter Smith. Relational Quality: Managing Trust in Corporate Alliances. California Management Review. 2001 , 44 (1) : 109~131.
37 Lilander, Veronica, Strandvik, Tore. The Nature of Customer Relation2ships in Services [A] . Teresa A. Swartz , David E. Bowen and Stephen W. Brown. (Eds.) Advances in Services Marketing and Management[C]. Vol .4 , London , JAI Press Inc. , 1995:141~167.
38 Morgan, Robert M, Hunt, Shelby D. The Commitment - Trust Theory of Relationship Marketing. Journal of Marketing. 1994 , 58 (3):20~38.
39 Christopher M, Payne A, Ballantyne D. (1994) .关系营销——如何将质量、服务和营销融为一体[M] .北京:中国经济出版社, 1998:31.
40 Hennig-Thurau,Thorsten,Klee,Alexander. The Impact of Customer Satisfaction and Relationship Quality on Customer Retention: A Critical Reassessment and Model Development. Psychology & Marketing.1997 , 14 (8):737~765.
41 THORSTEN H T. Relationship quality and customer retention through strategic communication of customer skills. Journal of MarketingManagement,200,16:55~79.
42 LAWRENCE AC, KEBNETH RE,DEBORAH C. Relationship quality in services selling: an interpersonal influence perspective. Journal of Marketing,1990,54:68~81
43 PREM N S,AUDREY A. Balakrishnam. Determinants of relationship quality and loyalty in personalized services. Asia Pacific Journal of Management 2000,17(3): 399~422.
44 HSIEH Y C,HIANG S T.A study of the impacts of service quality on relationship quality in search-experience-credence services[J].Today Quality Management,2004,15(1):43~48.
45 THORSTEN H T,KEVIN P G,DWAYNE D G. Understanding relationship marketing outcomes[J].Journal of Service Research,2002,4(3):230~247.
46 LANCE L. Supplier relational behaviour: an empirical assessment[J].Industrial Marketing Management,1997,26:245~254.
47 SMITH J B. Buyer-seller relationships: similarity, relationship management and quality[J].Psychology & Marketing,1998,15(1):3~21.
48 PARSONS A L.What eetermines buyer-seller relationship quality-an investigation from the buyer's perspective. Journal of Supply Chain Management.2002,38(2):4~12.
49 Payne, A.1995."Relationship .Marketing: A Broadened View of Marketing". In Payne, A.(Eds),Advances in Relationship Marketing. London, Kogan Page Ltd.
50 HSIEH Y C.HIANG S T.A study of the impacts of service quality on relationship quality in search-experience-credence services[J].Today Quality Management,2004.15(1):43~48.
51 THORSTEN H T,KEVIN P G,DWAYNE D G.Understanding relationship marketing outcomes[J].Journal of Service Research,2002,4(3):230~247.
52 LANCE L. Supplier relational behaviour: empirical assessment[J].Industrial Marketing Management.1997,26:245~254.
53 HEWETT K, MONEY R B,SHARMA S. An exploration of the moderating role of buyer corporate culture in industrial buyer-seller relationship[J].Journal of the Academy of Marketing Science,2002,30(3):229~239.
54王超,服务营销管理[M].中国对外经济贸易出版社.1999: 13~15
55詹姆斯·赫斯科特,厄尔·萨塞,伦纳德·施莱辛格.服务利润链.华夏出版社,2002:111~112
56游昌乔.工业品营销误区.《销售与市场》. 2003年五月上半月刊
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2 Arndt J. Toward a Concept of Domesticated Markets. Journal of Marketing, 1979, Vol. 43, Fall:69~75.
3 Kotler. P. (1991).Marketing Management: Analysis, Planning, Implementation and Control. Englewood Cliffs, NJ: Prentice Hall.
4 Palmer A. (1996),Relationship Marketing: A Universal Paradigm or Management fad. The Learning Organization, Vol. 3, 3~4.
5 Berry, L. L. (1983), Relationship Marketing, in Emerging Perspective on Service Marketing: Chicago: American Marketing Association:62
6 Jackson B. (1985).Winning and Keeping Industrial Customers. Lexington, MA: Lexington Books:43~45
7 Bickert J. (1992), The Database Revolution. Target Marketing: 14~18.
8 Copulsky, J. Wolf, M. (1990), Relationship Marketing: Positioning for the Future. Journal of Business Strategy, 11(4):16~20.
9 Morgan, R. M., and Hunt, S. D. (1994), The Commitment-Trust Theory of Relationship Marketing. Journal of Marketing. 58 (3):20~38.
10 Gummesson.E. (1994).Making Relationship Marketing Operational, International Journal of Service.5(5):5~20.
11 Parvatiyar, A., & Stheth, J. N. Paradigm Shift in Marketing Theory and Approach: The Emerge of Relationship Marketing. In J. N. Sheth & A. Parvatiyar (Eds.), Relationship Marketing: Theory, Methods, and Application: Atlanta.GA: Emory University.
12 Berry, L. (2002), Relationship Marketing of Services: Perspectives From 1983 and 2000. Journal of Relationship Marketing. 1(1): 59~77.
13 Grnroos C. (1996).The Relationship Marketing Logic. Asia-Australia Marketing Journal(4):7~18.
14 Cheng Lu Wang. Guanxi vs. relationship marketing: Exploring underlying differences. Industrial Marketing Management 36 (2007) :81~86.
15 Atuahene-Gima, K.,& Li, H. (2002,July). When does trust matter? Antecedents and contingent effects of supervisee trust on performance inselling new products in china and the United States. Journal of Marketing:66
16 Fukuyama, F. (1995). Trust: The social virtues and the creation of prosperity. New York The Free Press.:31~39
17庄贵军,席酉民(2003).关系营销在中国的文化基础.管理世界, 10.
18汪涛,陈露茜.中国本土文化环境下的商务“关系”:一项探索性研究.营销科学学报.2006, vol.2, no.3:1~14.
19 Adrian Payne, Martin Christopher, Moira Clark, Helen Peek. Relationship Marketing for Competitive Advantage.1995 Printed and Bound in Great Britain by MPC Books Ltd. Bodmin. Comwall:43~49
20 Gummesson, E. (1996),Relationship Marketing and Imaginary Organizations: A Synthesis. European Journal of Marketing, 30(2):31~44.
21克里斯丁格朗鲁斯.关系营销:价值、交互和对话过程[J].国际经贸研究.2002.(3).
22 DONG-JIN LEE, JAE H. PAE, Y. H.. A model of close business relationships in china (guanxi). European Journal of Marketing, 2001, 35 (1/2): 51~69.
23 Buttery, E. A. ,Wong, Y. H. . The development of a guanxi framework[J]. Marketing Intelligence and Planning.1999.17(3): 147~154.
24 Wong, Y. H.,Tam, Jackie L. M. . Mapping relationship in China: guanxi dynamic approach. Journal of Business and Industrial Marketing, 200,15(1): 57~70.
25 Oliver H. M. Chow, et al.. Relationship marketing the Chinese way[J]. Business Horizons. 2000.43(1): 16~24.
26 T. K. P. Leung, Y. H. Wong. The ethics and positioning of guanxi in China[J]. Marketing Intelligence and Planning, 2001,19(1): 55~64.
27 Wong, Y. H. , Tam, Jackie L. M.. Mapping relationship in China: guanxi dynamic approach. Journal of Business and Industrial marketing, 2000,15(1): 57~70.
28李洪道.工业品营销——赢在信任.机械工业出版社2007年1月:16~17
29 Gummesson, Evert (2002).“Relationship Marketing and a New Economy: It’s Time for De-Programming”.The Journal of Services Marketing. Vol. 16 No. 7:585~588
30 [英]威尔逊著,万晓,汤小华译.《组织营销》.机械工业出版社.2002年1月:18~19
31刘人怀,姚作为.关系质量研究述评[ J ] .外国经济与管理,2005,27(1):27~33
32 Mohr, Jakki, Spekman, Robert . Characteristics of Partnership Success : Partnership Attributes , Communication Behavior , and Conflict Resolution Techniques [J] . Strategic Management Journal . 1994 , 15 (2) :135~152.
33 Dorsch, Michael J , Swanson, Scott R and Kelley, Scott W. The Role of Relationship Quality in the Stratification of Vendors as Perceived by Customers. Journal . Of the Academy of Marketing Science. 1998 ,26 (2) : 128~142.
34 Kumar, Nirmalya, Scheer, Lisa K, Steenkamp, J B EM. The Effects of Supplier Fairness on Vulnerable Resellers. Journal of Marketing Research. 1995 , 32 (1) : 54~65.
35 Parsons, Amy L. What Determines Buyer - Seller Relationship Quality An Investigation from the Buyer’s Perspective. Journal of Supply Chain Management . 2002 , 38 (2) : 4~12.
36 Ario, Africa, Torre, Jose de la, Ring , Peter Smith. Relational Quality: Managing Trust in Corporate Alliances. California Management Review. 2001 , 44 (1) : 109~131.
37 Lilander, Veronica, Strandvik, Tore. The Nature of Customer Relation2ships in Services [A] . Teresa A. Swartz , David E. Bowen and Stephen W. Brown. (Eds.) Advances in Services Marketing and Management[C]. Vol .4 , London , JAI Press Inc. , 1995:141~167.
38 Morgan, Robert M, Hunt, Shelby D. The Commitment - Trust Theory of Relationship Marketing. Journal of Marketing. 1994 , 58 (3):20~38.
39 Christopher M, Payne A, Ballantyne D. (1994) .关系营销——如何将质量、服务和营销融为一体[M] .北京:中国经济出版社, 1998:31.
40 Hennig-Thurau,Thorsten,Klee,Alexander. The Impact of Customer Satisfaction and Relationship Quality on Customer Retention: A Critical Reassessment and Model Development. Psychology & Marketing.1997 , 14 (8):737~765.
41 THORSTEN H T. Relationship quality and customer retention through strategic communication of customer skills. Journal of MarketingManagement,200,16:55~79.
42 LAWRENCE AC, KEBNETH RE,DEBORAH C. Relationship quality in services selling: an interpersonal influence perspective. Journal of Marketing,1990,54:68~81
43 PREM N S,AUDREY A. Balakrishnam. Determinants of relationship quality and loyalty in personalized services. Asia Pacific Journal of Management 2000,17(3): 399~422.
44 HSIEH Y C,HIANG S T.A study of the impacts of service quality on relationship quality in search-experience-credence services[J].Today Quality Management,2004,15(1):43~48.
45 THORSTEN H T,KEVIN P G,DWAYNE D G. Understanding relationship marketing outcomes[J].Journal of Service Research,2002,4(3):230~247.
46 LANCE L. Supplier relational behaviour: an empirical assessment[J].Industrial Marketing Management,1997,26:245~254.
47 SMITH J B. Buyer-seller relationships: similarity, relationship management and quality[J].Psychology & Marketing,1998,15(1):3~21.
48 PARSONS A L.What eetermines buyer-seller relationship quality-an investigation from the buyer's perspective. Journal of Supply Chain Management.2002,38(2):4~12.
49 Payne, A.1995."Relationship .Marketing: A Broadened View of Marketing". In Payne, A.(Eds),Advances in Relationship Marketing. London, Kogan Page Ltd.
50 HSIEH Y C.HIANG S T.A study of the impacts of service quality on relationship quality in search-experience-credence services[J].Today Quality Management,2004.15(1):43~48.
51 THORSTEN H T,KEVIN P G,DWAYNE D G.Understanding relationship marketing outcomes[J].Journal of Service Research,2002,4(3):230~247.
52 LANCE L. Supplier relational behaviour: empirical assessment[J].Industrial Marketing Management.1997,26:245~254.
53 HEWETT K, MONEY R B,SHARMA S. An exploration of the moderating role of buyer corporate culture in industrial buyer-seller relationship[J].Journal of the Academy of Marketing Science,2002,30(3):229~239.
54王超,服务营销管理[M].中国对外经济贸易出版社.1999: 13~15
55詹姆斯·赫斯科特,厄尔·萨塞,伦纳德·施莱辛格.服务利润链.华夏出版社,2002:111~112
56游昌乔.工业品营销误区.《销售与市场》. 2003年五月上半月刊
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