基于翠微“大顾客观”的零售业关系营销研究

Research on Relationship Marketing in Retailing Industry Based on "All-sided Consumer Concept" in Cuiwei Group Company

中文关键词:  零售业  关系营销  大顾客观

英文关键词:retailing industry  relationship marketing  all-sided customer concept

中文摘要:

      翠微集团作为国内百货零售业的领跑企业，提出的“大顾客观”管理理念强调了企业保持与消费者、内部员工以及供应商之间良好关系的重要性。本文从关系营销的角度出发，分析了翠微集团“大顾客观”关系营销模型，总结了翠微集团实施关系营销策略的经验。在此基础上，结合我国的零售业营销现状，提出加强顾客观念、重视内部营销、注重外部联系等关系营销策略。

英文摘要:

      As a leading enterprise among China's domestic department store retailers, Cuiwei Group Co. puts forward a managerial idea called "all-sided customer concept" , which emphasizes on the significance that an enterprise should build a good relationship with customers, internal employees and suppliers. From the perspective of relationship marketing, this paper analyzes the model of relationship marketing under Cuiwei's "all-sided customer concept" and summarizes Cuiwei's experiences in implementing the relationship marketing. On that basis, combined with the present situation in China's retailing industry, some enlightenment is provided for marketing relationship that great importance should be attached to customer concept, internal marketing, external liaison, etc.