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Relationship marketing strategy research based on mass customization perspective

Author: LiMiaoMiao
Tutor: XuHuiQi
School: Qingdao University
Course: Business management
Keywords: Mass Customization Relationship Marketing Influence Factors Marketing Strategy
CLC: F274
Type: Master's thesis
Year: 2011
Downloads: 29
Quote: 0
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Abstract


With the advent of mass customization era, the production of mass customization has attracted great concern of the society. But the marketing management is the weak link in this production mode and lack of systematic marketing system. Relationship Marketing as a new type of marketing is different from the theory of transaction marketing, the core is that the study of how to establish, maintain and improve the relationship between enterprise and the customers. Although theorists of mass customization and relationship marketing theory marketing concept growing concern, but will be a combination of both theoretical research is still rare, it is necessary to combine the historical background, perspective on the relationship between mass customization systematic in-depth study of marketing.Firstly, on mass customization and relationship marketing theory, based on in-depth study of mass customization from the perspective of the meaning of relationship marketing, characteristics and influence factors were to expand and complement, and analyzes the mass customization relationship marketing factors; Secondly, from the enterprise customer relationship between efforts and relationship marketing efforts of two levels of influence factors on the empirical study of relationship marketing mechanism of interaction between factors, and whether the relationship can lead to a positive output, and then proposed based on mass customization Dimensional model of relationship marketing; The next combination of background, under the guidance of the theory of relationship marketing to enterprise and its stakeholders, the relationship between the core, focusing on the relationship between the mass customization of marketing strategy, including customer relationship marketing strategy, employee relations marketing strategy, supply Business relationship marketing strategy, influencer relations and marketing strategies; Finally, practical, mass customization enterprises provide reference for relationship marketing.

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CLC: > Economic > Economic planning and management > Enterprise economy > Enterprise Marketing Management
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