基于客户忠诚的酒类企业B2B客户关系管理研究
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摘要
随着信息技术的发展,生产力的再度飞跃,商品的极大丰富,客户拥有了更大的选择权。客户作为企业正常生产与维持经营的重要资源,企业为了增加忠诚客户的数量,必须充分掌握客户信息,了解客户的个性化需求。企业纷纷致力与客户建立保持良好的互动关系,客户关系管理的出现,给企业提供了一种强大的竞争优势,其核心就是实现客户忠诚。
酒类生产作为一门流传了几千年的行业,随着理念的创新与技术的进步,酒类企业的客户关系管理手段与观念也在不断的发展。在当前竞争激烈,渠道占有重要地位且带有显著区域性的酒业中,针对B2B客户实施客户关系管理,对推动企业发展而言举足轻重。如何获得客户、保留客户,赢取客户忠诚,正是当前酒类企业所关心的问题。
本研究基于客户忠诚,以B2B环境下的酒类企业为研究对象,对客户关系管理进行研究。首先对客户关系管理理论、客户忠诚理论进行了相关文献回顾,对于在客户关系管理过程中影响客户忠诚的两个因素,服务质量与关系质量进行了重点研究。在此基础上分析其客户忠诚驱动机理,提出了CRM在酒类企业B2B应用中的客户忠诚驱动模型及研究假设。然后采用问卷调查的形式对研究对象进行了调研,运用SPSS统计软件对回收结果进行了科学分析,分析的结果验证了研究模型与假设,为酒类企业对B2B客户关系管理建立正确的认识与成功应用提供了一定的借鉴价值。最后,根据本研究的结论,指出研究中存在的局限以及对未来的展望。
With the development of information technology, productivity leaps again, species of commodities become rich, customers have more choices. Customers as enterprises' major resource to maintain normal production and operation, in order to increase the number of loyal customers, the enterprise must fully grasp customer information and understand the customer's individual requirements. Enterprises have committed to working with customers to establish intimate interaction relationship, the emergence of Customer Relationship Management is bringing to enterprises with a powerful competitive advantage, the core will be to achieve customer loyalty.
Wine production industry has spread thousands of years, with innovation of idea and progress of technology, the methods and concepts of CRM are constantly developing in wine industry enterprises. In the current, the competitive wine industry with significant regional and marketing channel occupies an important position in this area, and the implementation of CRM to B2B customers is of vital importance to promote enterprise development. How to get clients, retain customers and acquire customer loyalty, nowadays there are important problems with which wine industry enterprises have concerned.
This research is based on customer loyalty on CRM, as wine industry enterprises to object of study in B2B environment. First of all, it conducts literature review & proposal about theory of customer relationship management and customer loyalty, the paper has given research priorities to the customer loyalty's two factors which are service quality and relationship quality in process of customer relationship management. Based on these, it analyze the driving mechanism in customer loyalty, the paper raises driven model of customer loyalty and research hypotheses on B2B CRM in wine industry enterprises. Then the research uses questionnaires and SPSS statistical software to deal with scientific data. The analyses results have validated the model and hypotheses, it can make wine industry enterprises to establish a correct understanding for B2B CRM and provide a reference value for application. Finally, according to the conclusions of study, it points out the limitations of existing research and the vision for the future.
酒类生产作为一门流传了几千年的行业,随着理念的创新与技术的进步,酒类企业的客户关系管理手段与观念也在不断的发展。在当前竞争激烈,渠道占有重要地位且带有显著区域性的酒业中,针对B2B客户实施客户关系管理,对推动企业发展而言举足轻重。如何获得客户、保留客户,赢取客户忠诚,正是当前酒类企业所关心的问题。
本研究基于客户忠诚,以B2B环境下的酒类企业为研究对象,对客户关系管理进行研究。首先对客户关系管理理论、客户忠诚理论进行了相关文献回顾,对于在客户关系管理过程中影响客户忠诚的两个因素,服务质量与关系质量进行了重点研究。在此基础上分析其客户忠诚驱动机理,提出了CRM在酒类企业B2B应用中的客户忠诚驱动模型及研究假设。然后采用问卷调查的形式对研究对象进行了调研,运用SPSS统计软件对回收结果进行了科学分析,分析的结果验证了研究模型与假设,为酒类企业对B2B客户关系管理建立正确的认识与成功应用提供了一定的借鉴价值。最后,根据本研究的结论,指出研究中存在的局限以及对未来的展望。
With the development of information technology, productivity leaps again, species of commodities become rich, customers have more choices. Customers as enterprises' major resource to maintain normal production and operation, in order to increase the number of loyal customers, the enterprise must fully grasp customer information and understand the customer's individual requirements. Enterprises have committed to working with customers to establish intimate interaction relationship, the emergence of Customer Relationship Management is bringing to enterprises with a powerful competitive advantage, the core will be to achieve customer loyalty.
Wine production industry has spread thousands of years, with innovation of idea and progress of technology, the methods and concepts of CRM are constantly developing in wine industry enterprises. In the current, the competitive wine industry with significant regional and marketing channel occupies an important position in this area, and the implementation of CRM to B2B customers is of vital importance to promote enterprise development. How to get clients, retain customers and acquire customer loyalty, nowadays there are important problems with which wine industry enterprises have concerned.
This research is based on customer loyalty on CRM, as wine industry enterprises to object of study in B2B environment. First of all, it conducts literature review & proposal about theory of customer relationship management and customer loyalty, the paper has given research priorities to the customer loyalty's two factors which are service quality and relationship quality in process of customer relationship management. Based on these, it analyze the driving mechanism in customer loyalty, the paper raises driven model of customer loyalty and research hypotheses on B2B CRM in wine industry enterprises. Then the research uses questionnaires and SPSS statistical software to deal with scientific data. The analyses results have validated the model and hypotheses, it can make wine industry enterprises to establish a correct understanding for B2B CRM and provide a reference value for application. Finally, according to the conclusions of study, it points out the limitations of existing research and the vision for the future.
引文
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[2]威廉·G·齐克蒙德,小雷蒙德·迈克利奥德,法耶·W·吉尔伯特著,胡左浩,贾崧,杨志林译.客户关系管理：营销战略与信息技术的整合[M].北京：中国人民大学出版社,2005.
[3]彼得·德鲁克.企业是什么[J].哈佛商业评论,2005(12).
[4]Ives, G. P. Learmonth. The Information Systems as a Competitive Weapon[J]. Communications of the ACM,1984 (27):1193-1201.
[5]田同生.CRM中的管理理念[J].电子商务技术.2001(1).
[6]马刚,李洪心,杨兴凯.客户关系管理[M].大连：东北财经大学出版社,2007.
[7]中国经济信息网.2008-2009年中国白酒行业分析报告[M].中经网数据有限公司,2009.
[8]唐璎璋,孙黎.一对一营销：客户关系管理的核心战略[M].北京：中国经济出版社,2002.
[9]吴清,刘嘉.客户关系管理[M].上海：复旦大学出版社,2008.
[10]周洁如.客户关系管理与价值创造[M].上海：上海交通大学出版社,2006.
[11]菲利普·科特勒.科特勒的市场营销[M].纽约：自由出版社,1999：116-120.
[12]Jay Curry. Customer Marketing:How to Improve the Profitability of Your Customer Base[M]. Taipei, Mcgraw-Hill Education,2000.
[13]Armistead, Clark. Customer Service and Support[M].1992.
[14]邓·皮泊斯,马沙·容格斯.你想永远留住你的客户吗?[J].哈佛商业评论,1995(3).
[15]Berry, L.L. Relationship Marketing of Services-Growing Interest, Emerging Perspectives[J]. Journal of the Academy of Marketing Science,1995:236-245.
[16]大卫·安德森.大规模客户个性化的快速产品生产之发展[M].台北：Mcgraw-Hill专业图书出版集团,1997.
[17]格莱汉姆·罗波兹-弗埃尔珀斯.超越客户：客户关系管理10项修炼[M].北京：中国水利水电出版社,2005.
[18]Emma Chablo. The importance of Marketing Data Intelligence in Delivering Successful CRM[M]. DM Review,2000.
[19]依默霍夫等著,于戈等译.数据仓库设计——数据库技术丛书[M].北京：机械工业出版社,2004.
[20]何荣勤.CRM原理、设计、实践[M].北京：电子工业出版社,2003：22-25.
[21]杨琴.CRM营销时代[J].中外管理,2000(8)：69-71.
[22]成栋,李利民.正确理解客户关系管理[J].管理现代化,2001(3).
[23]路晓伟,蒋馥.CRM中企业和客户双赢机制的理论分析[J].上海管理科学,2004(3)：18-20.
[24]卢坤利.台湾地区企业采用顾客关系管理系统之影响因素研究[J].台湾大学商学研究所硕士论文,2001.
[25]杨永恒,王永贵.客户关系管理的内涵_驱动因素及成长维度[J].南开管理评论,2002(2)：48-52.
[26]王永贵.客户关系管理[M].北京：清华大学出版社,2007.
[27]杨路明,杨竹青,徐铃著.客户关系管理理论与实务[M].北京：电子工业出版社,2009.
[28]Don Peppers, Martha Rogers. The One to One Future-Building Relationships One Customer at a Time[M]. Newyork:Bantam Press,1997.
[29]王广宇.客户关系管理方法论[M].北京：清华大学出版社,2004.
[30]李小圣.客户关系管理一本通[M].北京：北京大学出版社,2008.
[31]弗里德里克·余奈赫德.忠诚效应：隐藏在增长、利润和持续价值背后的力量[J].哈佛商业评论,1996.
[32]张戈零.消费者情绪对服务质量评价、满意度和忠诚度影响的实验研究[J].中南大学博士论文,2005.
[33]戴鑫.小议客户忠诚的培养[J].紫光管理探讨,2004(5)：10-11.
[34]Oliver, Richard.L, Whence consumer loyalty[J]. Journal of Direct Marketing,1999 (63):33-44.
[35]陈秀莺.高新技术中小企业关系质量的因果关系研究[J].林思齐东西学术交流研究所研究报告,2008(9).
[36]Gronroos, Christian. An Applied Servvice Marketing Theory[J]. European Journal of Marketing,1982 (7):30-41.
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