《信息通信技术营销技巧与客户维系》课件-4Rs of Marketing

ICTMarketingSkillsandCustomerRetention-4RsofMarketingReportedby:ChenTingting4DefinitionofRtheory4ContentsofRtheory12teachingcontent4AdvantagesofRTheory34DefinitionofRtheory014RTheoryFourElementsRelated(Relevance)RelationshipDescriptionofthecontentsfourelementsReturnDescriptionofthecontentsResponse(response)4ContentsofRtheory02Throughsomeeffectivewaystoestablishrelationshipswithcustomersinbusiness,demandandotheraspects,formarelationshipofmutualassistance,mutualdemandandmutualdemand,andconnectcustomerswithenterprises,thusgreatlyreducingthepossibilityofcustomerloss.Inparticular,business-to-businessmarketingiscompletelydifferentfromconsumermarketing,anditneedstobemaintainedbyassociationandrelationship.Related(Relevance)Related(Relevance)1.associatedwiththeuserTheuseofsystemintegrationmodetoserveusers,provideintegratedandsystematicsolutionsforusers,establishorganiclinks,formmutualneeds,benefitsharingrelations,anddeveloptogether.2.AssociatedwithproductrequirementsImprovethedegreeofcorrespondencebetweenproductsandneeds,andprovidehigh-qualityproductsorserviceswithcharacteristicsoruniquenessthatmeetcustomercharacteristicsandpersonalities.Related(Relevance)Thisisdoneby:Firstly,theproductisdividedintothreelevels:coreproduct,externalproductandadditionalproduct.Thedemandisdividedintothreelevels:usedemand,psychologicaldemandandpotentialdemand.Enterprisesmustmapthehierarchyofproductsandneeds.Themoreaccuratethecorrespondence,thestrongerthecorrelation.Thesecondistheadoptionof"masscustomization"productionmethods.Large-scaleassemblymarketspecialneeds,massproductionofspecialstylesofproducts."Tailor-made"impliesprivilegedprices,highfeesandexcessiveprofitsituations.0Themostrealisticproblemisnothowtocontrol,formulateandimplementtheplan,buthowtolistentothecustomer'shopes,desiresandneedsinatimelymannerfromthecustomer'spointofview,andrespondpromptlyandquicklytomeetthecustomer'sneeds.Fromspeculativebusinessmodelstohighlyresponsivebusinessmodels.Japaneseexperience:donotguaranteethattheproductdoesnothaveproblems,becausethecostistoohigh.Instead,arapidresponsemechanismisestablishedonthebasisofcoordinatingtherelationshipbetweenqualityandservice.Response(response)5DiversionsofRelationshipMarketing:Fromtransactionalmarketingtorelationshipmarketing:shiftfocusfromshort-termtolong-terminterests;Fromsinglesalestoestablishingfriendlyandcooperativerelations;Fromfocusingonproductperformancetofocusingonthebenefitsthatproductsorservicesbringtocustomers;Fromcustomerservicetocommitment.

RelationshipTherefore,inrelationshipmarketing,priorityshouldbegiventoestablishingstrongrelationshipswith20%to30%oftheimportantcustomerswhocreate75%to80%ofthecompany'sprofits.Marketingobjectivesmustfocusonoutput,focusingonthereturnoftheenterpriseinmarketingactivities.Allmarketingactivitiesmustbeaimedatcreatingvalueforcustomersandshareholders.

Return4AdvantagesofRTheory03Itnotonlystaystosatisfymarketdemandandpursuecustomersatisfaction,buttakesestablishingcustomerloyaltyasthehighestgoal,andfurtherdevelopsandsupplementsthe4Pand4Ctheories.4AdvantagesofRTheory4Rtheorytakesrelationshipmarketingasitscoreandfocusesonestablishingcustomerloyalty.Itisamorepracticalandeffectivemarketingstrategy,whichnotonlyconsiderstheinterestsofmanufacturersbutalsotheneedsofconsumers.Competition-oriented,toestablishcustomerloyaltyasthegoal.Summarizesthenewframeworkofmarketingatanewlevel.Itemphasizesthatenterprisesandcustomersshouldestablishalong-terminterac