消費合作社關係行銷策略之研究

• Main Author: 林裕堂
• Other Authors: 梁玲菁
• Format: Others
• Language: zh-TW
• Published: 2002
• Online Access: http://ndltd.ncl.edu.tw/handle/78008964005779714870

碩士 === 國立臺北大學 === 合作經濟學系 === 90 === Nowadays, the retail business is very competitive. The alternative time of information technology generation and management skill is very quickly. It brings a great impact to consumers’ cooperation. While retailer use relationship marketing to strength customer loyalty and expand the market share, the importance of relationship marketing to consumers’ cooperation has been arising. The objective of this research is to coordinate current documents, discuss marketing evolution, and understand relationship marketing basic concept and model. Through comprehending the consumers’ cooperation value, function, circumstance and problem develop a suitable relationship marketing model for consumers’ cooperation. At the same time, analyzing information technology has been a very important auxiliary skill to develop suitable application model for consumers’ cooperation. Also applying case study based to generate figures is to prove the relationship marketing application possibility in consumers’ cooperation. The major research method is case study. First of all, we need to identify the object and create a survey questioner. The survey is divided by four parts included theory and related data from industry analyze. Using the basic information and colleting data to interpret and develop hypothesis. Then, examining the variance of χ2 is to see the impact of relationship marketing application in cooperative member loyalty. The hypothesis has been approved by above analysis and generates a conclusion and recommendation. Consumers’ cooperation is now learning the relationship marketing. It is away behind the retailer. In the future, when we join the WTO, the participance of international competitors will give more impact. Therefore, consumers’ cooperation should apply the relationship marketing strategy to increase his member loyalty. Otherwise, the retailer will attract the cooperative members. Then, it would be difficult for consumers’ cooperation to develop and establish new relationship with his members.