知识型企业的关系营销研究
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摘要
知识型企业是知识经济大潮下涌现出的企业的典型代表。营销作为知识型企业流程中非常重要的一环，营销的好坏决定了企业能否继续生存和持续发展。知识型企业具有的高度独创性的产品、高素质的人才群体组成、企业文化成为管理思维的核心、管理者和经营者的分离、新型的组织形式的特点使众多传统营销理论在应用到知识型企业时有一定的局限性，而关系营销作为21世纪最受瞩目的营销理论，具有双向沟通、合作、双赢、亲密、控制的特点，与知识型企业找到了很好的契合点，是适合知识型企业的营销方式。
本文在文献回顾的基础上，对知识型企业、关系营销的概念、特征、内涵进行了深入的研究，探索了知识型企业走上关系营销道路的特殊性和必要性。在传统关系营销理论基础上，提出了知识型企业关系营销的市场模型，又借鉴中国传统文化提出了知识型企业关系组合模型，增强了知识型企业关系营销的实际可操作性，最后参考其他自然科学理论提出了知识型企业关系营销效果评价模型。
本文共分六章。引言部分阐述本文的研究目的和意义，指出本文的研究方法、分析框架，并指出了论文的创新之处。第一章为关系营销概论，系统阐述了关系营销的概念、特征、各派学者对关系营销的不同认识，并对关系营销与传统营销进行了比较。第二章知识型企业概论，分析了知识型企业概念的特征及内涵。第三章对知识型企业实施关系营销的特殊性和必要性进行了探讨。第四章提出了知识型企业关系营销的市场模型、市场组合模型、关系营销效果评价模型。第五章，阐述了知识型企业关系营销的支撑体系，数据库营销、知识营销、伦理营销、网络营销。第六章以国内知识型企业代表联想集团的关系营销对本文提出的理论提供有力佐证。
Knowledge enterprises are typical representative of enterprises that come forth with knowledge-based economy develop.
As a important tache of business process, the quality of marketing decides whether the knowledge enterprises can exist and continue develop or not.
Knowledge enterprises have characters as follow: the high unique product, high talented personnel constituted, the corporate culture become the management core, manager separate with proprietor, new organized form. All of the characteristics make numerous traditional marketing theories reveal localizations when apply them to knowledge enterprises. As 21 centuries suffer the most focus attentions’ marketing theories, relationship marketing has characters of bidirectional communication, cooperate, win-win, intimate and control. Relationship marketing agree with knowledge enterprises well. Relationship marketing is a marketing method that fit for knowledge enterprises.
The dissertation makes a comprehensive literature review on previous studies and makes a thorough research of the concept, characteristic, content of the relationship marketing and knowledge enterprises, analyzes the necessity and special reasons for the knowledge enterprises adopt relationship marketing.
Based on the tradition relationship marketing theories, the dissertation presents the market model of relationship marketing of knowledge enterprises, and draws combination model of relationship marketing of knowledge enterprises consult the Chinese traditional culture, strengthening the actual maneuverability of marketing. Finally consult the other natural science theories, the dissertation examines relationship marketing result evaluation model of knowledge.
The dissertation consists of six chapters.
The preface illuminates research purpose and significance of the dissertation, points out the research methods, framework and innovation of the dissertation.
Chapter One summarizes the concept, characteristics of relationship marketing, examines the different cognitions of relationship marketing of the scholars and hence compares the relationship marketing with traditional marketing.
Chapter Two is general outline of knowledge enterprises, analyzes the concept, characteristic and contents of knowledge enterprises.
Chapter Three discusses the necessity and special reasons for the knowledge enterprises adopt relationship marketing.
Chapter Four puts forward the market model, market combination model, relationship marketing result evaluation model of knowledge enterprises.
Chapter Five analyzes the support system of relationship marketing of knowledge enterprises: database marketing, knowledge marketing, ethics marketing and network marketing.
Chapter Six verifies the theories of the dissertation with the relationship marketing of Lenovo Group.
本文在文献回顾的基础上，对知识型企业、关系营销的概念、特征、内涵进行了深入的研究，探索了知识型企业走上关系营销道路的特殊性和必要性。在传统关系营销理论基础上，提出了知识型企业关系营销的市场模型，又借鉴中国传统文化提出了知识型企业关系组合模型，增强了知识型企业关系营销的实际可操作性，最后参考其他自然科学理论提出了知识型企业关系营销效果评价模型。
本文共分六章。引言部分阐述本文的研究目的和意义，指出本文的研究方法、分析框架，并指出了论文的创新之处。第一章为关系营销概论，系统阐述了关系营销的概念、特征、各派学者对关系营销的不同认识，并对关系营销与传统营销进行了比较。第二章知识型企业概论，分析了知识型企业概念的特征及内涵。第三章对知识型企业实施关系营销的特殊性和必要性进行了探讨。第四章提出了知识型企业关系营销的市场模型、市场组合模型、关系营销效果评价模型。第五章，阐述了知识型企业关系营销的支撑体系，数据库营销、知识营销、伦理营销、网络营销。第六章以国内知识型企业代表联想集团的关系营销对本文提出的理论提供有力佐证。
Knowledge enterprises are typical representative of enterprises that come forth with knowledge-based economy develop.
As a important tache of business process, the quality of marketing decides whether the knowledge enterprises can exist and continue develop or not.
Knowledge enterprises have characters as follow: the high unique product, high talented personnel constituted, the corporate culture become the management core, manager separate with proprietor, new organized form. All of the characteristics make numerous traditional marketing theories reveal localizations when apply them to knowledge enterprises. As 21 centuries suffer the most focus attentions’ marketing theories, relationship marketing has characters of bidirectional communication, cooperate, win-win, intimate and control. Relationship marketing agree with knowledge enterprises well. Relationship marketing is a marketing method that fit for knowledge enterprises.
The dissertation makes a comprehensive literature review on previous studies and makes a thorough research of the concept, characteristic, content of the relationship marketing and knowledge enterprises, analyzes the necessity and special reasons for the knowledge enterprises adopt relationship marketing.
Based on the tradition relationship marketing theories, the dissertation presents the market model of relationship marketing of knowledge enterprises, and draws combination model of relationship marketing of knowledge enterprises consult the Chinese traditional culture, strengthening the actual maneuverability of marketing. Finally consult the other natural science theories, the dissertation examines relationship marketing result evaluation model of knowledge.
The dissertation consists of six chapters.
The preface illuminates research purpose and significance of the dissertation, points out the research methods, framework and innovation of the dissertation.
Chapter One summarizes the concept, characteristics of relationship marketing, examines the different cognitions of relationship marketing of the scholars and hence compares the relationship marketing with traditional marketing.
Chapter Two is general outline of knowledge enterprises, analyzes the concept, characteristic and contents of knowledge enterprises.
Chapter Three discusses the necessity and special reasons for the knowledge enterprises adopt relationship marketing.
Chapter Four puts forward the market model, market combination model, relationship marketing result evaluation model of knowledge enterprises.
Chapter Five analyzes the support system of relationship marketing of knowledge enterprises: database marketing, knowledge marketing, ethics marketing and network marketing.
Chapter Six verifies the theories of the dissertation with the relationship marketing of Lenovo Group.
引文
1、Christopher,M.,A.Payne,and M.Ballantyne,"Relationship Marketing”, 1991
2、Smith Janet. Integrated Marketing," Marketing Tools”[J],1995.12
3、Carol O’ Conor, "Building the Virtual Team”[J], Accountancy Ireland ,2000.10
4、Russell S? Winer, "Marketing Management”,清华大学出版社,2001.9
5、Michael R? Czinkota, "Marketing Management”,机械工业出版社,2002.1
6、Veronia Liljander: "Comparison Standards in Perceived Service Quality ” Helsingfors,1996
7、James A? Fitzsimmons, Mona J? Fitzsimmons, "Service Management-Operations Strategy and Information Technology”,机械工业出版社,2002.1
8、Christopher Lovelock, "Service Marketing—People, Technology, Strategy”,
清华大学出版社,2001.9
9、 Timothy Karworth, and Dorothy Leidner.,"The Global Virtual Manager: A Prescription for Success” [J],European Management Journal, April, 2000, P118 <20>
10、Olivia Parr Rud, "Data Mining Cookbook: Modeling Data for Marketing, Risk, and Customer Relationship Management”, New York: John Wiley & Sons,Inc,2001
11、Haim Mendelson, and Ravindran R. Pillai.," Information. Age Organization Dynamics and Performance”[J],Journal of Economic Behavior & Orgnizations,1999
12、Jackie C. Shapiro etc., "Consequences of the Psychological for the Employment Relationship: A Large Scale Surveys” [J], Journal of management studies,2000
13、Janice S. Miller & Robert L. Cardy. ",Technology and Managing People : Keeping the “Human” in Human Resources” [J].Journal of Labor Research ,Summer 2000.
14、Stefan van Ryssen, and Susan Hayes Godar，"Going International without Going International Multinational Virtual Teams”[J], Journal of International Management, 2000.6
15、Tom Duncan, "A Communication-Based Marketing Model for Managing Relationships”[J],Journal of Marketing, 1998.4
16、罗永泰、张英华、徐碧琳，《高新技术企业创立与发展》，天津科学技术出版社，2001
17、梁幸平，《知识营销－新经济时代的营销创新》，经济管理出版社，2000.10
18、李琪,《网络营销》,长春出版社，2000.1
19、黄敏学，《网络营销》,武汉大学出版社，2000.7
20、【美】阿莫﹒哈特曼，《网络就绪》,机械工业出版社，2000.6
21、方统法等,《知识型企业初探》,学习与探索 ,1998年第六期
22、杨永恒等,《客户关系管理的内涵、驱动因素和成长维度》,南开管理评论,2002.2
23、张新国,《21世纪关系营销发展新趋势》,中南财经政法大学学报, 2002.6
24、庄贵军，《关系市场与关系营销组合：关系营销的一个理论模型》,
当代经济科学,2002.3
25、CHRISTIAN·GRONROOS,《服务管理与营销》,电子工业出版社，2002年版
26、冯英健，《Email营销》 机械工业出版社 2003.6
27、韦福强、寇晓萱,《知识营销：营销理论发展新趋势》,商业经济与管理,2000.11
28、【美】查尔斯﹒M﹒富特雷尔，《销售学基础－顾客就是生命》,东北财经大学出版社，2000.8
29、李海洋，牛海鹏编著，《服务营销》,企业管理出版社，1996.1
30、陈炳富，周祖城编，《企业伦理》,天津人民出版社，1996.12
31、【德】迈诺尔斯﹒迪尔克斯【德】阿里安娜﹒贝图安﹒安托尔【英】约翰﹒蔡尔德【日】野中郁次郎，《组织学习与知识创新》,上海人民出版社，2001.8
32、【澳】罗斯﹒道森，《开发基于知识的客户关系》,电子工业出版社，2002.8
33、许小东,《R&D团队建设管理的思考》,科学管理研究，2001.1
34、彼得﹒圣吉著，《第五项修炼》,[M]北京：三联书店，1999
35、利斯丁﹒格朗鲁斯，《市场营销组合理论质疑》，销售与市场，2002.7
36、陈忠卫,《 团队管理理论述评》[J]经济学动态，1999.8
37、张体勤等,《论动态知识团队的管理》[J],世界标准化与质量管理，2001.7
38、罗宾逊,《组织行为学》[M],中国人民大学出版社, 1999
39、王爱东,《新型企业组织的创意管理》[J],商业研究，2001.4
40、彭赓，李敏强，《组织学习与学习型组织研究》[J],中国软科学，1999.12
41、肖余春,《建立学习型团队的新理念与新方法》[J],人类工效学，2001.6
42、苑敏玲，《刍议隐性营销策略》，北方经贸,2001.7
43、黄河，《隐形推销员的启示》，企业改革与管理,2001.11
44、张大亮，《消费者关系度量方法——关系要素矩阵法》,商业研究,2001.2
45、蒋恩尧，冯飞，《论关系营销理论模型及其应用》，商业研究，2001.4
46、峻峰，《企业市场营销组合效果评价方法的研究》,内蒙古工业大学学报,2000.2
47、孙秀峰，王云峰，《服务业营销管理评价方法及其应用》,河北工业大学学报,1997.2
48、徐卉，《服务营销与实体显示策略》，销售与市场，2000.8
49、周连久等,《重视营销中的“无形因素”》,企业研究,2000.12
2、Smith Janet. Integrated Marketing," Marketing Tools”[J],1995.12
3、Carol O’ Conor, "Building the Virtual Team”[J], Accountancy Ireland ,2000.10
4、Russell S? Winer, "Marketing Management”,清华大学出版社,2001.9
5、Michael R? Czinkota, "Marketing Management”,机械工业出版社,2002.1
6、Veronia Liljander: "Comparison Standards in Perceived Service Quality ” Helsingfors,1996
7、James A? Fitzsimmons, Mona J? Fitzsimmons, "Service Management-Operations Strategy and Information Technology”,机械工业出版社,2002.1
8、Christopher Lovelock, "Service Marketing—People, Technology, Strategy”,
清华大学出版社,2001.9
9、 Timothy Karworth, and Dorothy Leidner.,"The Global Virtual Manager: A Prescription for Success” [J],European Management Journal, April, 2000, P118 <20>
10、Olivia Parr Rud, "Data Mining Cookbook: Modeling Data for Marketing, Risk, and Customer Relationship Management”, New York: John Wiley & Sons,Inc,2001
11、Haim Mendelson, and Ravindran R. Pillai.," Information. Age Organization Dynamics and Performance”[J],Journal of Economic Behavior & Orgnizations,1999
12、Jackie C. Shapiro etc., "Consequences of the Psychological for the Employment Relationship: A Large Scale Surveys” [J], Journal of management studies,2000
13、Janice S. Miller & Robert L. Cardy. ",Technology and Managing People : Keeping the “Human” in Human Resources” [J].Journal of Labor Research ,Summer 2000.
14、Stefan van Ryssen, and Susan Hayes Godar，"Going International without Going International Multinational Virtual Teams”[J], Journal of International Management, 2000.6
15、Tom Duncan, "A Communication-Based Marketing Model for Managing Relationships”[J],Journal of Marketing, 1998.4
16、罗永泰、张英华、徐碧琳，《高新技术企业创立与发展》，天津科学技术出版社，2001
17、梁幸平，《知识营销－新经济时代的营销创新》，经济管理出版社，2000.10
18、李琪,《网络营销》,长春出版社，2000.1
19、黄敏学，《网络营销》,武汉大学出版社，2000.7
20、【美】阿莫﹒哈特曼，《网络就绪》,机械工业出版社，2000.6
21、方统法等,《知识型企业初探》,学习与探索 ,1998年第六期
22、杨永恒等,《客户关系管理的内涵、驱动因素和成长维度》,南开管理评论,2002.2
23、张新国,《21世纪关系营销发展新趋势》,中南财经政法大学学报, 2002.6
24、庄贵军，《关系市场与关系营销组合：关系营销的一个理论模型》,
当代经济科学,2002.3
25、CHRISTIAN·GRONROOS,《服务管理与营销》,电子工业出版社，2002年版
26、冯英健，《Email营销》 机械工业出版社 2003.6
27、韦福强、寇晓萱,《知识营销：营销理论发展新趋势》,商业经济与管理,2000.11
28、【美】查尔斯﹒M﹒富特雷尔，《销售学基础－顾客就是生命》,东北财经大学出版社，2000.8
29、李海洋，牛海鹏编著，《服务营销》,企业管理出版社，1996.1
30、陈炳富，周祖城编，《企业伦理》,天津人民出版社，1996.12
31、【德】迈诺尔斯﹒迪尔克斯【德】阿里安娜﹒贝图安﹒安托尔【英】约翰﹒蔡尔德【日】野中郁次郎，《组织学习与知识创新》,上海人民出版社，2001.8
32、【澳】罗斯﹒道森，《开发基于知识的客户关系》,电子工业出版社，2002.8
33、许小东,《R&D团队建设管理的思考》,科学管理研究，2001.1
34、彼得﹒圣吉著，《第五项修炼》,[M]北京：三联书店，1999
35、利斯丁﹒格朗鲁斯，《市场营销组合理论质疑》，销售与市场，2002.7
36、陈忠卫,《 团队管理理论述评》[J]经济学动态，1999.8
37、张体勤等,《论动态知识团队的管理》[J],世界标准化与质量管理，2001.7
38、罗宾逊,《组织行为学》[M],中国人民大学出版社, 1999
39、王爱东,《新型企业组织的创意管理》[J],商业研究，2001.4
40、彭赓，李敏强，《组织学习与学习型组织研究》[J],中国软科学，1999.12
41、肖余春,《建立学习型团队的新理念与新方法》[J],人类工效学，2001.6
42、苑敏玲，《刍议隐性营销策略》，北方经贸,2001.7
43、黄河，《隐形推销员的启示》，企业改革与管理,2001.11
44、张大亮，《消费者关系度量方法——关系要素矩阵法》,商业研究,2001.2
45、蒋恩尧，冯飞，《论关系营销理论模型及其应用》，商业研究，2001.4
46、峻峰，《企业市场营销组合效果评价方法的研究》,内蒙古工业大学学报,2000.2
47、孙秀峰，王云峰，《服务业营销管理评价方法及其应用》,河北工业大学学报,1997.2
48、徐卉，《服务营销与实体显示策略》，销售与市场，2000.8
49、周连久等,《重视营销中的“无形因素”》,企业研究,2000.12