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论文编号：	3348
作者编号：	2120092350
上传时间：	2011/6/9 10:24:56
中文题目：	文化产业中基于顾客忠诚的顾客关系营销模式与策略研究
英文题目：	Study on Customer Relationship Marketing Models and Tactics in Culture Industry: A Customer Loyalty Perspective
指导老师：	许晖
中文关键字：	顾客忠诚 文化产业 顾客关系营销
英文关键字：	Customer Loyalty Culture Industry Customer Relationship Marketing
中文摘要：	当人们在解决的了温饱问题以后，对文化艺术和娱乐的需求节节攀升。今天的人们不仅要酒足饭饱、丰衣足食，更要心满意足、气定神闲。需要消费更需要感动，人们为了满足情感和精神不断地消耗金钱。正因为如此，这几年我国的文化企业也正以高于GDP增长的速度在发展。文化产业竞争必然会愈发激烈，在文化产品占领市场过程当中面临着关系营销与提升客户忠诚度的难题。尽管存在产品特质、市场环境的差异，消费者的认知水平也参差不齐，但文化产业对关系营销的依存度是很高的。因此，本文提出了文化产业中顾客关系的维系问题，旨在研究文化企业如何建立顾客忠诚。通过对文化产业特点的深入研究，结合以往的顾客关系营销的理论，进行关系模式的创新，提出文化企业在维系顾客关系时的具体策略。 本文研究了文化产业中如何运用顾客关系模式和营销策略来建立顾客忠诚，对顾客忠诚和顾客关系营销的相关理论和文献进行了回顾，并对文化产业的概念和特点进行了界定和分析，在此基础上分析了文化消费及文化消费主体购买行为的特殊性，提出文化产业关系营销的必要性。在文献梳理和文化产业分析的基础上，本文提出了三种文化产业中顾客关系营销的模式，分别建立了三个模型：动态的客户关系管理、顾客维系模式和提高购后满意度的口碑营销模式。针对上面三种模式，本章研究了文化企业顾客关系营销策略的创新，结合文化产业的特殊性，对以往关系策略予以创新，提出了一些符合文化产业特点的策略。最后通过对《哈利波特式》案例的分析，进一步阐述，文化企业如何有效的运用顾客关系销策略促进顾客忠诚，提高品牌竞争力。
英文摘要：	When the feed and clothing is not a problem, the arts and entertainment needs is climbing. Today the demands of people are not only meted, but also need to be satisfied. People are eager for being moved more than consumption to meet the emotional and spiritual demands with money. Because of this, the rate of growth of cultural industry in China was faster than the GDP in recent years. The competition in Cultural industry is becoming fiercer. When cultural products are dominating the market, culture enterprises will face the problem of relationship marketing and customer loyalty. Despite the existence of product characteristics and the differences in market conditions, the level of customer cognition varies much, so the independence in the culture industry and relationship marketing is very close. Therefore the paper presents the problem of customer retention in the culture industry, and study how to build customer loyalty in the culture industry. The paper analyzes in depth the cultural industry’s characteristics, and proposes three customer relationship marketing models at the bottom of the previous customer relationship marketing theory. For the three models, the author creates the customer relationship marketing tactics. This paper studies how to build customer loyalty in the culture industry with the customer relationship marketing tactics. At first, this paper reviews the relevant literature home and abroad on several subjects, such as Customer Relationship Marketing, Customer Loyalty, Customer Satisfactory, Switching Costs, Emotional Marketing, Word of Mouth Marketing and CRM, and analyzes in depth the cultural industry’s characteristics and the particularity of cultural consumption. It discusses the meaning, characteristics and future trends of the culture industry. It analyzes Psychological characteristics and Consumption habits of the main consumer groups. The paper proposes the importance of customer relationship marketing. Then it proposes three customer relationship marketing models at the bottom of the previous customer relationship marketing theory and the customer relationship marketing tactics corresponding to the above three models. The first model is Dynamic Customer Relationship Management; the second model is Customer Retention; the third model is Word of Mouth Marketing. At last, it is case study. This part aims to tell culture enterprise how to apply these tactics into practice through the novel of Harry Porter.
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