NATUREOFRELATIONSHIPMARKETING关系营销的本质大学毕业论文外文文献翻译及原文Word下载.docx
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NATUREOFRELATIONSHIPMARKETING关系营销的本质大学毕业论文外文文献翻译及原文Word下载.docx
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外文文献翻译
文献、资料中文题目:
关系营销的本质
文献、资料英文题目:
NATUREOFRELATIONSHIPMARKETING
文献、资料来源:
文献、资料发表(出版)日期:
院(部):
专业:
市场营销
班级:
姓名:
学号:
指导教师:
翻译日期:
2017.02.14
毕业设计(论文)外文翻译资料
论文题目:
A.O.史密斯的营销战略研究
译文题目:
RoleofRelationshipMarketing
inCompetitiveMarketingStrategy
关系营销在竞争中的营销策略
Atthecoreofrelationshipmarketingisexchange,thatisprofitabletopartiesinvolvedintheexchange.Theconceptofexchangesasitappliestorelationshipmarketingcanbeviewedatfromeitheratransactioncostanalysisapproachorasocialexchangetheoryapproach.
Transactionsaredistinguishedintodiscretetransactionsandrelationaltransactions.Relationalcontractlawgovernsrelationaltransactions.Inclassicalcontractlawthatgovernsdiscretetransactionsidentityofpartiesisnotrelevant;
howeverthisisnottrueinrelationshipmarketing.Inrelationalcontractingthereferencepointshiftsfromtheagreement(asinclassicalcontractlaw),totherelationitselfasithasdevelopedovertime.Theremightbeormightnotbeanoriginalagreementandifthereis,theremaynotbeanygreatdeferencetoit.Inarelationaltransaction,thecontractualgapsbetweenpartiesarereduced,astherelationbecomesstrongerandstronger.Thefrequencywithwhichtransactionsrecurinfluencethetermsofthetransaction(discountsasinfrequentflyer).Thedegreetowhichdurabletransactionspecificinvestmentsareincurreddeterminetherapidityofcommitmentgivenandreceived,thetimeperiodofcommitmentandtheintensityoftherelationbetweentwoparties.Transactionspecificinvestments(assetspecificityinphysicalcapitalandhumancapital)leadstorelationalexchangeswheretrustisaprimemoderator.Assuchnon-specificexchangesleadstotransactionmarketingandforexchangesthatarenotnon-specifictheconceptofRelationshipmarketingwillhold(Williamson,1979).TheWilliamsonianapproachtounderstandrelationalcontractinghasbeenaugmented(AndersonandWeitz,1992),bypostulatingthatwheneveridiosyncraticinvestmentsaremadebytheexchangingpartiesinoneanotherthenthereisastrongercommitmenttotherelationship.Inarelationshipthesetofunderstandingsthathasgrownupovertime(theimplicitcontract)ismoreinfluential.Exclusivitytotheotherpartyisalsoseenasasignalofcommitment.Furthertherelationshipdyadhasbeenexaminedfromperspectiveofastrongbuyerfacingalargenumberofsmallsuppliers(HeideandJohn,1992).Ithasbeenshownthatrelationalnormsdoplayaroleinservingasagovernancemechanismtosafeguardagainstopportunisticbehaviorinthepresenceoftransactionspecificassets.Ithasalsobeenshownthatincaseofarelationshipdyadbetweenastrongsupplierandalargenumberofsmallbuyersrelationalnormsdonotplayasignificantrole(Berthon,Pierreet.Al,2003)
GeorgeHomans(GeorgeHomans,1961)firstproposedsocialexchangetheory.Hesaidthatexchangesofgoodsandservicestakeplacebetweentwopartieswhoarerationalentitiesactingintheirownself-interestandwhowillperformsocialactionbasedonrewardsandcosts.Theexchangeofgoodsandservicestakeplacenotonlyformoneybutalsofornon-monetarybenefitssuchaslove,esteem,affectionandapproval.Suchexchangesaresocialexchanges.Socialexchangesalmostalwaysinvolveanelementofpower,allowingonepartytodoactivitiesthewayitwantstodo.Socialexchangesinvolvesinteraction;
interactionoccurswhenanactivity emittedbyonemanisrewarded(orpunished)byanactivityemittedbyanotherman.Socialexchangesrespectsentiment;
sentimentsaresignsoftheattitudesandfeelingsapartytakestowardsanotherparty.Thissocialexchangetheory(GeorgeHomans,1961)drawsonthedisciplinesofbehavioralpsychologyandelementaryeconomicsinproposingtheprinciplesofsocialexchange.Behavioralpsychologydecidesoncurrentactionsbasedonpasthistoryofbehavior/actions.Elementaryeconomicsdecidesoncurrentactionbasedonfuturestreamofprofits.Itisdifficulttobalancethesetwodirections.Furtherelementaryeconomicsassumeperfectmarkets.Relationshipmarketingsituationsarefarfromperfect.Alsorelationshipsarebuiltonfuturepromisesasmuchasonpastbehavior.Instudyingrelationshipmarketing,boththetransactioncostanalysisandsocialexchangetheoryconceptscanbeusedtoexplainand conceptualizerelationship-marketingparadigms.
Relationshipmarketingreferstoawiderangeof‘relationshiptypestrategies’thathavedevelopedoverthepastfewdecadesinproductaswellasservicemarketsandinconsumeraswellasbusinesstobusinesssectors.TheantecedentsofRMgotoIndustrialmarketingandServicesmarketing.RMfoundreadyacceptanceinamarketingworldwhereithadbecomeobviousthatstrategiccompetitiveadvantagecouldnolongerbedeliveredonthebasisofproductcharacteristicsaloneandwherecorporateprofitabilitywasbeginningtobecomeassociatedwithsatisfyingexistingcustomers(JohnEgan,2001).Relationshipmarketingascontrastedtotransactionmarketinginvolvesrelationalexchangesthattracetopreviousagreements.Therearefourtypesofbuyer-sellerrelationships–bilateralrelationships,seller-maintainedrelationships,buyer-maintainedrelationships,discreteexchanges(Dwyer,SchurrandOh1987).Forafirmrelationalexchangescouldoccurwithgoodssuppliers,servicessuppliers,businessunits,employees,functionaldepartments,intermediatecustomers,ultimatecustomers,competitors,nonprofitorganizations,government(HuntandMorgan1994).Thoughconceptualizingrelationshipmarketingaccommodatesalltypesofabovementionedrelationalexchanges,anadequatedefinitionofrelationshipmarketingforthepurposeofthispaperwillrelatetoexchangeswithintermediatecustomersandultimatecustomers.Forexample,itisalsostatedthat(Berry,1983)‘Relationshipmarketingisattracting,maintainingand-inmultiserviceorganizations–enhancingcustomerrelationships’.
Inindustrialmarketing,relationshipmarketingisreferredtoasmarketingorientedtowardsstrong,lastingrelationshipswithindividualaccounts(Jackson,1985).Fromasalesmanagementperspective,thetermrelationshipmarketingisappliedtoanumberofdifferentmarketingactivitiesrangingfromconsumerfrequencymarketingprogramstosellingactivitiesdirectedtowardsbuildingpartnershipswithkeybusiness–to–businesscustomers(WeitzandBradford,1999).Indevelopinglongtermrelationshipswithchannelmembers,itisstated(AndersonandWeitz,1989)thatsuchrelationshipscombinetheadvantagesofverticallyintegrateddistributedsystems(controlandcoordination),withtheadvantagesofsystemsutilizingindependentchannelmembers(flexibility,scaleeconomies,efficiencyandlowoverhead).Theyalsostatethatchannelrelationshipsaredependenton
(1)continuityofrelationship
(2)trustand(3)communications.
Manyglobalpackagedgoodsmanufacturersregardresellers(wholesalers,retailers)astheircustomers.TheliteraturecitesthecaseofProctorandGamblewhoregardretailersastheircustomersandIntelwhichhasbuiltitsbusinessaroundOEMcustomers(WebsterJr.,2000).ConsequentlydevelopingrelationshipswithresellersisalsoanimportantpartofRMeffortin marketingstrategyprocess.Therelationshipbetweenmanufacturer,resellerandconsumerasshownbelowisathree-wayrelationship.
Insuchacontext,themanufacturerandresellerareinapartnershiprelationshipthatincludescompetitionandconflict(WebsterJr.,2000).Bothmanufacturerandresellerdelivervaluetoconsumer.Inthisthree-wayrelation,thequalityofrelationshipforanysingleplayerdependsonthequalityandstrengthofrelationshipbetweentheothertwo.
OtherauthorshavenotedmultipleusesofthetermRM(Brodieet.Al,1997).TheysuggestedRMbeappliedatfourlevels.Atthefirstlevel,RMisatechnology-basedtoolofdatabasemarketing.Atasecondlevel,RMfocusesonrelationshipsbetweenbusinessesanditscustomerswithanemphasisofcustomerretention.Atathirdlevel,RMisaformof‘customerpartnering’withbuyerscooperativelyinvolvedinthedesignoftheproductorserviceoffering.Atafourthandbroadestlevel,RMwasseenasincorporatingeverythingfromdatabasestopersonalizedservices,loyaltyprograms,brandloyalty,internalmarketing,personal/socialrelationshipsandstrategicalliances.
Anumberoftermshavebeenusedassubstitutesforrelationshipmarketingortodescribesimilarconcepts(Buttle,1996).Theseincludedirectmarketing,databasemarketing,customerrelationshipmanagement,datadrivenmarketing,micromarketing,one-to-onemarketing,loyaltybasedmarketing,segmentofonemarketing,customerpartnering,dialoguemarketingandinteractivemarketing.AllthissuggeststhatRMisalsoanumbrellaphilosophyforrelationalapproachesinmarketing.TosucceedinRM,acompanymusthavebothaflowofnewcustomersandtheremustbearestrictiononcustomersexiting(LeakyBucketTheory).ThoughRMhasadualfocusonbothacquisitionandretentionstrategies,itisretentionstrategiesthataregivenmoreprominence.Ithasbeenproposedthatdualbenefitsofcustomerretention(Buttle,1996)are:
(a)existingcustomersarelessexpensivetoretainthantorecruit,(b)securingacustomer’sloyaltyovertimeproducessuperiorprofits.Acquisitioncostsinclude
(1)personalselling
(2)commissionpayments(3)directcostsandindirectcostsofdetailedinformationgathering(4)supplyofequipment(5)advertisingandothercommunicationsexpenditure.
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