What are the three levels of relationship marketing?

As far as the essence of marketing-exchange is concerned, its connotation is to study all kinds of relationships that occur and change around exchange activities, the most important of which is the relationship between the company and its customers, including the relationship between the company and its competitors, suppliers, government and the relationship within the company. The establishment, maintenance and promotion of these relationships will greatly affect the success of enterprise marketing, and will also bring good or bad marketing benefits. Relationship marketing came into being with the development of market management concept under the background of "sociological era" in 1990s. Relationship marketing regards marketing activities as an interactive process between enterprises and consumers, suppliers, distributors, competitors, government agencies and other members of the public. The core of enterprise marketing activities is to establish and develop good relations among the public, especially the relationship between enterprises and customers.

In traditional marketing, customers are only opposites in the transaction relationship between enterprises, and the communication between the two sides is only simple business communication, and enterprises are most concerned about the income level of a single transaction; Relationship marketing regards customers as permanent partners and establishes a mutually beneficial partnership with them, with the aim of obtaining rich profits in the long-term relationship between enterprises and customers. If the core of traditional marketing is to acquire new customers, then the core of relationship marketing is to retain old customers as much as possible while acquiring new customers and turn them into loyal customers. Enterprises in the implementation of relationship marketing, can be from the following three different levels of gradient marketing:

First-class relationship marketing: customer relationship marketing at the financial level

Customer relationship marketing at the financial level mainly uses financial means to stimulate the target public and increase the income of enterprises by using prices. In financial hierarchical relationship marketing, the representative methods are frequent marketing plan and customer satisfaction plan.

(A) frequent marketing plans

Frequent marketing plan refers to a marketing plan that gives economic rewards to customers who buy frequently and have a stable purchase volume. American Airlines is one of the first companies to implement frequent marketing plans. In 1980s, the company decided to provide customers with free mileage points service. Then, the hotel industry also adopted this method. For example, Marriott launched an honorary VIP program, where permanent customers can enjoy superior rooms or free rooms after accumulating certain points. Enterprises can also jointly carry out frequent marketing plans. For example, the loyalty marketing jointly sponsored by Singapore Development Bank Limited, VISA and Takashimaya Company also hopes to establish long-term relationships with customers. Smart card holders can enjoy a series of benefits, such as free parking, delivery service, lottery tickets and so on. The specific form depends on the accumulated amount of goods purchased by customers with smart cards.

(2) Customer satisfaction plan

Another representative form of customer relationship at the financial level is that enterprises set high customer satisfaction targets to evaluate the performance of marketing implementation. If the customer is dissatisfied with the product or service of the enterprise, the enterprise promises to give the customer reasonable price compensation. In India, six Hilton hotels and 40 other Hilton hotels in the Asia-Pacific region have made a commitment by signing the Hilton Quality Guarantee that if the hotel fails to provide accommodation according to the predetermined conditions, or fails to provide meals on time, or is not equipped with audio equipment, and these equipment does not work normally according to the standards stipulated in the contract, customers will receive economic compensation. At present, when Chinese enterprises carry out marketing activities, they often set some goals of high customer satisfaction and make promises at will. However, when customers feel that enterprises have not achieved their goals or fulfilled their promises and demanded compensation, enterprises sit idly by, resulting in the loss of a large number of customers.

Financial hierarchical relationship marketing belongs to low-level marketing, which is easy to be imitated by competitors and difficult to distinguish between enterprises and competitors. Once the marketing method is imitated, the role of customer loyalty will disappear. Therefore, financial marketing can buy customer loyalty, but it can't really create loyal customers. When competitors react, frequent marketing plans will become a burden for the company. When competitors take similar measures, enterprises must have a fundamental change in their business methods. On the basis of the first-level relationship marketing, they should establish the connection between the second-level relationship marketing and the third-level relationship marketing with customers, which will increase the customer transfer cost and make customers loyal to the enterprise.

Secondary Relationship Marketing: Social Customer Relationship Marketing

Compared with customer relationship marketing at the financial level, this method not only provides financial benefits for target customers, but also increases their social benefits. In social marketing, it is more important to establish a good social relationship with customers than to provide price incentives to customers. Donnelly, Berry and Thomson describe the difference between customers and customers in this way: for an organization, customers can have no name, and customers can't have no name; Customers get services as part of a certain group, and customers are based on individuals; Customers can be anyone in the company who serves them, and customers are served by specialized personnel. Enterprises introduce marketing methods to customers, try to understand the needs and wishes of individual customers, and provide personalized and personalized services to increase the social contact between the company and customers. By providing customers with the same services as customers, enterprises can establish good social relations with customers and reduce the possibility of customers turning to competitors.

The main form of secondary relationship marketing is to establish customer organizations. In some way, customers are brought into the specific organization of the enterprise, so that the enterprise can keep closer contact with customers and realize effective control over customers. It includes intangible customer organization and tangible customer organization.

(A) intangible customer organizations

Invisible customer organization means that enterprises use databases to establish customer files and keep long-term contact with customers. For example, Dangdang Online Bookstore, the largest online bookstore in China, has established a huge customer database and flexibly used the data of the customer database, so that every service staff can understand customers' preferences and habits when providing products and services to customers, thus providing more targeted personalized services. For example, Dangdang Bookstore will regularly send emails to members to recommend books they are interested in according to their latest book selection and book purchase records and the information about their personal lives obtained from their latest communication with members. At the same time, enterprises can use the early warning system of customer churn based on database support to give the customer database the function of early warning of abnormal purchase behavior by observing and analyzing customers' historical trading behavior. The customer database automatically monitors the customer's transaction data and warns the potential signs of customer churn. For example, in the customer database of American Preferential Lubricant Company, when customers have not used their products or services for more than 1 13 days (this number company has verified many times, which is the average oil change time of customers), it will automatically send out a reminder notice, so that enterprises can formulate corresponding countermeasures. With the support of the database, we can strengthen the contact with customers, make customers feel that the company knows them, what they like and when they are interested in, and cultivate customers' loyalty to the enterprise through this personalized service.

(b) tangible customer organizations

Tangible customer organization is an enterprise that keeps long-term contact with customers by establishing various formal or informal customer clubs. In order to better serve consumers, meet their individual needs and achieve zero distance with consumers, Haier launched the first club in the domestic household appliance industry-Haier Club on June 30, 2000. Haier Club is a family-friendly organization established by Haier Group to meet the individual needs of consumers, pursue international quality of life and share new resources and technologies with Haier users. In Haier Club, while enjoying the high-quality life of Haier's household appliances, members will experience an unprecedented pleasure: enjoying unique and distinguished rights and proper family service; Enjoy the latest home appliance fashion and feel the international quality of Haier home appliances; Obtain personalized production and services that directly meet individual needs;