本文是美国洛杉矶留学论文代写节选，主要介绍关系营销在电子商务中的应用。20世纪80年代，关系营销就被认为是提供多重服务的组织来吸收和保持并增进与客户的关系。此外，是真实的人与客户形成的关系，而非是商品。
为了让Wingate系统能够运行，在电子商务活动中可以将关系营销模式运用进来，从而提升运行的成功率。对于许多市场主体而言，现在来评估持续的关系营销在电子商务活动中是否有效，似乎有些太迟了。在十年内或自从问题出现的那一刻开始，许多问题开始显现。尤其是简单地将市场划分给不同的消费人群，特别是网络客户，这样做是欠妥的。事实上，20世纪80年代，关系营销就被认为是提供多重服务的组织来吸收和保持并增进与客户的关系的途径。此外，在关系营销中强调的是是真实的人与客户形成的关系，而非是商品，这是驱动关系营销的核心，并使这成为企业收益的关键来源。对于传统的关系营销而言，它应当可以在任何机构中运行，所有的商业限制因素都会依然存在。最近，根据“向前看模式”，关系营销又被认为是“整体的，动态的，辩证的模式”。一点都不令人感到惊讶的是，这一模式演变成了一种亚洲的经济发展模式。作者指出，发展中国家的本地企业需要创新他们的电子商务策略，因为他们正处于发展中的电子商务环境中。关系营销的确在发展中国家取得了成功。因此它在成熟的商业环境中对于那些发展成熟的商业组织而言是更有价值的。
For Wingate systems to work,a relationship marketing model can be used via e-commerce to increase success.To most,it would seem late in the game to begin assessing whether continuous relationship marketing(CRM)can work in e-commerce.In the decade or so since the issue first arose,several things have become apparent,not least of which is that simply segmenting a market to serve different populations of customers,especially online customers,is inadequate.In fact,relationship marketing has been defined,since the 1980s,as“attracting,maintaining,and--in multi-service organizations--enhancing customer relationships,”(Stern,1997)In addition,“the reality of customers'forming relationships with people rather than[with]goods”is what drove it,and made it a key source of benefits to the firm.(Stern,1997)
For traditional relationship marketing to work as it should in any organization,all other business parameters also need to be in place.Recently,this has been identified in a forward-looking model as a“holistic,dynamic and dialectical”model.(Chang,2004)Not surprisingly,this model was developed in an Asian developing economy context.The author noted that local firms in developing countries need to be creative in developing e-business strategies because they are operating in under-developed e-business environments.It that is true for relationship marketing success in developing countries,it should,therefore,be even more valuable to mature organizations operating in mature business environments.
E-business is sometimes identified as the“convergence of digital technology,intellectual property and customer supremacy”(Chang,2004)and it emphasizes the interconnectedness of both the hardware and human capital functions within any company that wants to be successful in using CRM in an e-business environment.Done right,it will transcend“the traditional boundaries of space,time,individuals and organizations.”(Chang,2004)
Despite the dot-com failures of the recent past,few would doubt that e-business is a main driver of the new and future economy globally.It is also safe to assume that relationship marketing began its development when bricks-and-mortar businesses were able to operate without substantial Internet presence.Then,it was‘relationship'marketing,and depended on such things as‘personal bankers,'and‘personal shoppers,'and arguably,within each organization that had added the relationship marketing function,it was viewed as a‘must have'but with little relative impact on the bottom line.
However,three things entered the business arena that made it paramount for relationship marketing to become both continuous(CRM)and integrated into the business structures.Those three things were the development of digital technologies,the importance of intellectual property,and“customer supremacy,”defined as customization of product/service and reduced cycle time.(Chang,2004)
E-business has altered prior relationships so that the complex of digital technology,intellectual property and customer supremacy when integrated with business activities makes conventional rules of business obsolete.“E-business seems to have the capability to change the competitive landscapes in the traditional industries,create new industries,and affect the configuration and coordination of firm-level business activities,especially such external activities as customer relationship management…..”(Chang,2004)Companies that use e-commerce successfully within the holistic CRM paradigm will necessarily have integrated all these elements rather than treating each as a separate profit center or line item,with convergence merely found on the balance sheet and not in the conduct of the business itself.
Organizational form,business model and strategy have been considered the framework of commerce.In the holistic viewpoint,there are only two factors,business configuration and business coordination.In this context,business configuration is used to mean the scope of business coverage by a company,what was once known as strategy.Business coordination refers to the style of business relationships both within a company and with its customers and suppliers.(Chang,2004)
If these two components of business are used in a truly holistic manner,the result will be virtually zero distance between customers and suppliers,zero inventory and(near)zero working capital.In short,the relationship marketing function will have made the company—whether a product-or service-based business—into a simply go-between.The profit comes from performing the service of obtaining supplies that become product or service,‘warehousing'that product or service only minimally,and transmitting it to the customer.Obviously,the trick to it all is knowing the suppliers and customers well enough that there is no additional negotiation needed and order and payment change hands almost simultaneously.For this,e-commerce would seem ideally suited.
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