| Summary: | 碩士 === 大同工學院 === 事業經營研究所 === 86 === Traditionally, what the marketing management focuses on are proper marketing mix and transactions to meet the customers'' needs. That is to say, they only put emphasis on the skills to attract new customers without paying attention to maintain their present customers. However, in recent years, both the practitioners and the academicians found that the relationships between the business and its customers have great impa*-n the transactions and the customers'' satisfaction. According to researchers, the st of attracting a new customer may be five times the cost of keeping a current customer. Therefore, the implementation of relationship marketing is laid particular stress upon. The consumer market is quite different from the industrial market. In the consumer market, there are many more customers to make direct contract with and the degree of consumer involvement is lower. How to use use relationship marketing, an expensive marketing approach, correctly and appropriately in the consumer market to gain the biggest benefits is very important. This study intended to answers this question by interviewing several companies and tried to find out the answers to the following questio: 1. What motive companies to implement relationship marketing in consumer market?
2. What level of relationship marketing strategy do companies use and why?
3. What are the key factors in successfully implementing relationship marketing?
4. What are the influence on the companies'' performance exerted by relationship marketing?
This sutdy used case stusy analysis, and we interviewed six compsanies. The major findings are as follows: 1. The motives in implementing relationship marketing We found that the practioners would consider four major factors before they implemented relationship marketing: (1) product factors-the product''s complexity, lifetime, risk, and unit profit; (2) consumer factors- the degree of consumers'' involvement and consumers'' lifetime value; (3) environmental factors-drastic competitions caused by product homogeneity; and (4) organizational factor-the emphasis on product quality and consumer satisfaction. 2. The levels of rekationship marketing With respect to the level of relationship marketing, one company implemented level one, two implemented level two, and three implemented level three. The reasons for influencing the level are: (1) the product factor, the product''s complexity, risk, and unit profit; (2) the organizational factor, the IT degree of an organization.3. The key factors in successful implement action of relationship marketing (1) The importance of customers'' database. (2) The emphasis on product quality. (3) The focus on customer satisfaction.(4) The support and communication of top managers. (5) Sufficient communication to build coherence inside an organization. 4. The performance of relationship marketing The performance of relationship marketing leads to sales growth, more cross-selling, higher brand loyalty, improvement of company''s image, more efficiency of cost usage, and the contributions to product R&D.
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