Paper代寫范文：How Do Organisations Build Customer Relationships?
Paper代寫范文-組織如何建立客戶關系？。本文是一篇留學生paper代寫參考，本文的目的是更深入地研究這兩個研究領域之間應該存在的互動水平，并努力確定如何利用對消費者購買決定因素的更高水平的研究和理解來促進公司消費者關系管理戰略目標的成功創建。下面就一起來看以下這篇留學生paper代寫范文的具體內容。
Why do organisations seek to build relationships with customers and how do they successfully develop such relationships?組織為什么尋求與客戶建立關系，以及他們如何成功地發展這種關系？
Terms of Reference 受委托權限
In the pursuit of my studies for a degree in “Business Studies and Marketing,” and to aid my chosen career development and progression in the future, I have selected a specific area of marketing as the topic for this paper, this relating to the concept of customer relationships development and, in particular, the determination of why this is so important to organisations and what comprises a successful marketing strategy to achieve these ends.
在攻讀“商業研究與市場營銷”學位的過程中，為了幫助我選擇的未來職業發展和進步，我選擇了一個特定的市場營銷領域作為本文的主題，這與客戶關系發展的概念有關，特別是，確定為什么這對組織如此重要，以及實現這些目標的成功營銷策略是什么。
There has been a considerable amount of literature related to the issue of customer relationships and its management, which covers areas including the use of branding and brand loyalty as part of the market strategy needed to create such relationships. In addition, although almost as a separate issue, other empirical researches have been undertaken into the study of the consumer practical and psychological buying determinants. However, as Jerry Zaltman (2003) states in introducing his consumer research “too many marketers don’t understand how their own and their customers minds interact.”
有大量的文獻與客戶關系及其管理問題有關，其中涵蓋了一些領域，包括將品牌和品牌忠誠度作為建立此類關系所需的市場戰略的一部分。此外，盡管幾乎是一個單獨的問題，但其他實證研究也被用于研究消費者的實際和心理購買決定因素。然而，正如Jerry Zaltman在介紹他的消費者研究時所說，“太多的營銷人員不了解他們自己和客戶的想法是如何互動的。”
The purpose of this paper is to take a closer look at the level of interaction that should exist between the two areas of research and endeavour to determine how a greater level of research and understanding of the consumer buying determinants can be used to enhance the successful creation of the consumer relationship management strategy objectives of the firm.
In order to provide a greater understanding of this subject, the paper will focus on the following objectives: –為了更好地理解這一主題，本文將重點關注以下目標
Provide an understanding of customer buying determinates 了解客戶的購買決定
Define the term “customer relationship” and the benefits that building such relationships provide for the corporation 定義術語“客戶關系”以及建立此類關系為公司帶來的好處
Identify how an understanding can assist in the development of a firm’s customer relationship strategy and management.確定理解如何有助于制定公司的客戶關系戰略和管理。
Literature Review 文獻綜述
As Zaltman (2003) and Evans et al (2006) suggest, understanding consumer psychology and buying determinates should be a pre-requisite for building successful brand strategies that lead to the building and managing of successful customer relationships, although this is not always deemed to be the case. Therefore, the literature review for this paper will concentrate upon three main aspects of this subject, this being consumer behavioural determinates, branding and consumer loyalty and retention, and customer relationship management and the tools used
正如Zaltman和Evans等人所建議的那樣，理解消費者心理和購買決定因素應該是建立成功品牌戰略的先決條件，從而建立和管理成功的客戶關系，盡管事實并非總是如此。因此，本文的文獻綜述將集中在這一主題的三個主要方面，即消費者行為決定因素、品牌和消費者忠誠度和忠誠度，以及客戶關系管理和使用的工具
Consumer behaviour determinates 消費者行為決定
Consumer behaviour is driven, consciously or sub-consciously, by a combinations of emotional, physical and psychological elements. This includes experience created memories, both past and present, which are used to judge the quality and appropriateness of a purchase to the consumers needs and satisfaction, as Bagozzi et al (2002), Zaltman et al (2002) and Evans et al (2006) explain at length in their studies. As this research further stresses, the memory element is an important element of the study as it creates the perception that consumers associate with the product or service.
消費者的行為是由情感、身體和心理因素共同驅動的，無論是有意識的還是潛意識的。正如Bagozzi等人、Zaltman等人和Evans等人在他們的研究中詳細解釋的那樣，這包括過去和現在的經驗創造的記憶，用來判斷購買的質量和適當性，以滿足消費者的需求和滿意度。正如這項研究進一步強調的那樣，記憶元素是研究的一個重要元素，因為它創造了消費者與產品或服務相關聯的感知。
The involvement of habit, peer pressure and demographics are other important consumer determinants that organisations need to consider. For example, being subjected to family influences, following the pack, a peer pressure that is particularly relevant to the younger age group, are all parts of the consumer decision-making process. As Zaltman (2003) and Evans et al (2006) discovered, evidence of the successful integration of these determinates to entice consumers to products can be found in the adoption of nostalgic advertising and “fad” promotion using celebrity endorsement. These also help to retain the consumer’s custom in the case of new products (Arnold 1992). Demographics, in the form of targeting, determines which customer segment or group of segments is most likely to need or desire the product (Arnold 1992 and Stroud 2005), for example, dividing the consumer into age groups of appropriate value to the product being marketed. However, it has also been suggested that there is, within the consumer determinant, the need to consider the impact that emotional attachment to the product can have upon the consumer decision-making process and loyalty (Durgee 1999, Shrimp and Madden 198 and Thomson et al 2005).
習慣、同伴壓力和人口統計是組織需要考慮的其他重要消費者決定因素。例如，受到家庭影響、隨波逐流、與年輕群體特別相關的同齡人壓力，都是消費者決策過程的一部分。正如Zaltman和Evans等人所發現的那樣，通過懷舊廣告和名人代言的“時尚”促銷，可以找到成功整合這些決定因素以吸引消費者購買產品的證據。這些也有助于在新產品的情況下保留消費者的習慣。人口統計學以目標為形式，確定哪個客戶群體或細分群體最有可能需要或渴望該產品，例如，將消費者劃分為對所營銷產品具有適當價值的年齡組。然而，也有人認為，在消費者決定因素中，有必要考慮對產品的情感依戀對消費者決策過程和忠誠度的影響。
The study and researching of all these determinants, together with the issues of trust and confidence, are important if an organisation wants to create a successful relationship strategy with the consumer because, as (Kelly 2005) states, the purchase is only confirming that these have been met in the mind of the consumer.
如果一個組織想與消費者建立成功的關系戰略，那么對所有這些決定因素的研究，以及信任和信心問題的研究是很重要的，因為正如所說，購買只是確認消費者已經滿足了這些要求。
Branding and loyalty 品牌和忠誠度
Commercial organisations attract consumers to their products by the method known as Branding, endeavouring to create an automatic and lasting consumer reaction in terms of perception and association, as found with McDonalds equating to burgers, (Haig 2004). The art and purpose of branding can therefore be seen to have two main purposes. The first of these relates to quality, standard and reputation (Kolter 2002), which is important to repeat purchase (Kolter 2002 and Kracklauer et al 2003), and the second is to achieve a dominant market position (Buttle 2004 and Bruhn 2006).
商業組織通過被稱為品牌的方法吸引消費者購買他們的產品，努力在感知和聯想方面創造一種自動和持久的消費者反應，就像麥當勞等同于漢堡一樣。因此，品牌的藝術和目的可以被視為有兩個主要目的。其中第一個與質量、標準和聲譽有關，這對重復購買很重要，第二個是獲得主導市場地位。
Experts are of the opinion that there are two important aspect to focus upon when developing a branding strategy within CRM, the first of which is its usage in the process of targeting and forming a connection with the consumer, which is need to create a foundation for a relationship that can be nurtured over time. An essential part of the targeting process is research into demographics and segmentation, a task by which the marketer is able to closely identify which customer segment or group of segments is most likely to be attracted to the product because of need, desire, emotional attachment or financial capability. Arnold (1992 and Stoud (2005) have suggested that, with many marketers, some segments, such as the older age groups are overlooked, irrespective of the recorded increase in their disposable incomes.
專家們認為，在CRM中制定品牌戰略時，有兩個重要方面需要關注，第一個方面是它在瞄準消費者并與消費者建立聯系的過程中的使用，這需要為可以長期培養的關系奠定基礎。目標定位過程的一個重要部分是對人口統計和細分的研究，通過這項任務，營銷人員能夠密切識別哪個客戶群體或細分群體最有可能因需求、欲望、情感依戀或財務能力而被產品吸引。
The second aspect when developing branding strategy is related to longevity. As the downfall of Marks and Spencer PLC in the late 1990’s and early 2000’s evidenced, brands have a short life and need undated to retain their relevance, both in terms of physical appearance and connection with the changes in consumer needs and perceptions (Floor 2006 and Haig 2004).
制定品牌戰略的第二個方面與壽命有關。正如20世紀90年代末和2000年代初Marks and Spencer PLC的倒閉所證明的那樣，品牌的壽命很短，需要未注明日期才能保持其相關性，無論是在外觀方面，還是在與消費者需求和認知變化的聯系方面。
Loyalty and retention 忠誠度和保留
Floor’s (2006) research states, “as long as the… experience matches the brand identity, the consumer will come back.” This is known as the loyalty factor. Customer loyalty can be achieved in a number of ways. This includes the traditional methods of special offers, saver and store cards (Kracklauer 2003: 5; Buttle 2004: 10 and Bruhn 2006: 15). The concept here is that, whilst the customer derives benefit the store itself benefits from constant contact with the customer, as a result of these services, it acquires a considerable amount of research data about the customer. This is essential if a business wants to improve and better manage the customer relationship management system.
Floor的研究指出，“只要體驗與品牌身份相匹配，消費者就會回來。”這就是所謂的忠誠度因素。客戶忠誠度可以通過多種方式實現。這包括特價、儲蓄卡和商店卡的傳統方法。這里的概念是，當客戶從與客戶的持續接觸中獲得利益時，商店本身也從中受益，由于這些服務，它獲得了大量關于客戶的研究數據。如果企業想要改進和更好地管理客戶關系管理系統，這一點至關重要。
Customer Relationship Management 客戶關系管理
The potential conclusion from the above is that the marketer has to incorporate consumer determinants, branding and loyalty into a customer relationship designed to achieve the business objectives of increased product sales (Zaltman 2003).
上述潛在結論是，營銷人員必須將消費者決定因素、品牌和忠誠度納入客戶關系中，以實現增加產品銷售額的商業目標。
The crux of customer relationship management is the importance of every customer, recognising that a lost customer costs (Kracklauer et al 2003 and Buttle 2004). Therefore it is important to build a relationship and bond with each consumer (Kelly 2005 and Bruhn 2006). However, to ensure that this relationship building is approached in the correct manner, it is important to ensure that the firm and its marketers are fully cognisant of the factors that need to form the foundation of their research. As can be observed from the explanations given earlier this includes consumer behaviour and loyalty, but also the effect that “brand love” has upon this element of the relationship.
客戶關系管理的關鍵是每個客戶的重要性，認識到失去客戶的成本。因此，與每個消費者建立關系和紐帶是很重要的。然而，為了確保以正確的方式建立這種關系，重要的是確保公司及其營銷人員充分認識到需要構成其研究基礎的因素。從前面的解釋中可以看出，這包括消費者行為和忠誠度，也包括“品牌愛”對這一關系要素的影響。
CRM Tools CRM工具
There are a number of Branding and Loyalty tools that the CRM process can use to continue developing the relationship between organisations and customers. Loyalty cards are one possibility for data collection, which is essential in CRM (Buttle 2004). This data can be used to aid understanding of changing consumer needs and desires, directing them to purchase other products and as a basis for designing future promotional and marketing campaigns (Bruhn 2006 and Kracklauer 2006). If the relationship is close, the customer will also recommend the business, thus helping increase market share.
CRM流程可以使用許多品牌和忠誠度工具來繼續發展組織和客戶之間的關系。忠誠度卡是數據收集的一種可能性，這在CRM中至關重要。這些數據可用于幫助理解不斷變化的消費者需求和欲望，指導他們購買其他產品，并作為設計未來促銷和營銷活動的基礎。如果關系密切，客戶也會推薦該業務，從而有助于提高市場份額。
Data Sources 數據源
It was decided that the data sources being used for this paper will be a combination of a qualitative and quantitative nature. The reason for this is that the secondary data can be used as a means of comparison and evaluation of the primary data.
決定本學位論文使用的數據來源將是定性和定量的結合。原因是二次數據可以用作對一次數據進行比較和評估的手段。
Primary Data 主要數據
The intention is to collect primary data using a process of structured questionnaires. The questions will be designed around a combination of the “closed” and “open” format with the intention of these being directed to the areas that require an affirmative or negative response in terms of the former and a multiple choice option for the latter. It is also intended to provide additional spacing within which the interviewees can add personal comments if considered appropriate.
其目的是使用結構化問卷的過程來收集主要數據。這些問題將圍繞“封閉式”和“開放式”的組合進行設計，目的是針對前者需要肯定或否定回答的領域，后者需要多選。它還旨在提供額外的間隔，受訪者可以在適當的情況下添加個人評論。
The intention, time and resources permitting, is to distribute around 150 questionnaires and interviews, of which 25 will be directed to employees at all levels within the retailing industry and the remainder to consumers across a wide range of age and lifestyle segmentations. This mode of distribution has been chosen for two purposes. The first is to test the comment about lack of connection of minds between consumers and marketers mention by Zaltman (2003) and the second is to provide practical evidence of the consumer buying determinates used within the decision-making process.
在時間和資源允許的情況下，計劃分發約150份問卷和訪談，其中25份將針對零售業各級員工，其余將針對不同年齡和生活方式的消費者。選擇這種分配方式有兩個目的。第一是檢驗Zaltman關于消費者和營銷人員之間缺乏思維聯系的評論，第二是為決策過程中使用的消費者購買決定提供實際證據。
Clear definition of the reason for the questionnaire and the purposes for which it will be used will be included in explanatory notes. Space will also be provided with each answer to allow for comments that the respondents may wish to add. In addition, and in order to comply with data and identity protection, there will be no identifying questions included apart from age, occupation and other non-personally descriptive issues.
將在解釋性說明中明確界定調查表的理由和使用目的。還將為每個答案提供空間，以便回答者可以添加評論。此外，為了遵守數據和身份保護，除了年齡、職業和其他非個人描述性問題外，將不包括身份識別問題。
Secondary data 二次數據
From a practical viewpoint, and in particular to be utilised for comparative purposes in respect of the authors own qualitative research, data from newspapers and periodicals, as well as the results of previously relevant surveys will be researched and included.
從實踐的角度來看，特別是為了用于作者自己的定性研究的比較目的，將研究和納入報紙和期刊的數據以及以前相關調查的結果。
The benefit of the gathering of extensive secondary data is that it can be useful for the purpose of cross referencing and evaluation of accuracy and compatibility.
收集廣泛的二次數據的好處是，它可以用于交叉參考和評估準確性和兼容性。
Methodology 方法論
The methodology being used for this research can be summarised as follows. The initial period of time allocated to the research will be utilised in the gathering of data from external sources and analysing the relevance to the subject matter. This will additionally be useful in the preparation of the questionnaire to be used for the collection of primary data.
本研究所使用的方法總結如下。分配給研究的初始時間段將用于從外部來源收集數據并分析與主題的相關性。此外，這將有助于編制用于收集初級數據的調查表。
Once this data has been collected, the draft and final questionnaires will be prepared and distributed. During the time required for the return of completed questionnaires, work will be commenced on areas of the paper, such as the literature review.
一旦收集到這些數據，將編制和分發調查表草案和最后調查表。在返回已完成的問卷所需的時間內，將開始研究論文的各個領域，如文獻綜述。
Once the questionnaires have been returned and analysed using the Excel programme, these will be introduced to the paper to enable the analysis of the responses and findings.
一旦問卷被退回并使用Excel程序進行分析，這些問卷將被引入論文中，以便對回復和調查結果進行分析。
It is anticipated that, during the preparation of the study, additional secondary data may be required. Where this is appropriate, it will be collected and added to the existing references indicated at the closure of this proposal.
預計在研究準備期間，可能需要額外的二次數據。在適當的情況下，它將被收集并添加到本建議書結尾處所示的現有參考文獻中。
Project Framework 項目框架
Although during the course of the paper preparation the final project framework may be subject to change the current intention, in order to create a logical and sequential progression for the study, is to base the project around the following breakdown of chapters: –
盡管在學位論文準備過程中，最終的項目框架可能會改變當前的意圖，但為了為研究創造一個合乎邏輯和順序的進展，項目將以以下章節為基礎：
Chapter 1. Introduction 第1章 引言
In order to provide the reader with a clear understanding of the purpose and direction of the paper, this chapter will serve as an introduction to the subject matter. It will therefore include a brief definition of the term customer buying determinants and how this theory fits within the wider concept of consumer relationship management. In addition, a brief overview of the aims and objectives of the research will be included. Within this chapter a clear hypothesis for the research will also be set.
為了讓讀者清楚地了解論文的目的和方向，本章將作為主題的介紹。因此，它將包括對“客戶購買決定因素”一詞的簡要定義，以及該理論如何符合消費者關系管理的更廣泛概念。此外，還將簡要概述研究的目的和目標。在本章中，還將為研究設定一個明確的假設。
Chapter 2. Literature Review 第2章 文獻綜述
In research of this nature it is important that the findings be founded, set against, and compared with existing literature relating to the subject. Therefore, a critical review of literature will be conducted in this chapter, which is intended to cover the research into all aspects of consumer behavioural determinates, branding and consumer loyalty and retention and customer relationship management.
在這種性質的研究中，重要的是要建立、對照研究結果，并與現有的相關文獻進行比較。因此，本章將對文獻進行批判性回顧，旨在涵蓋消費者行為決定因素、品牌、消費者忠誠度和忠誠度以及客戶關系管理的各個方面的研究。
Chapter 3. Methodology 方法論
In a step-by-step process, chapter three will be used to explain the methods used for the preparation and execution of the paper. This will include my reasoning for the data collection methods, which relates to both primary and secondary sources, the origination of the data and the methods by which it was to be analysed and assimilated into the final study. Furthermore, the limitations of my research will also be included within this chapter.
在一個循序漸進的過程中，第三章將用于解釋論文的準備和執行方法。這將包括我對數據收集方法的推理，該方法涉及主要和次要來源、數據的來源以及分析和納入最終研究的方法。此外，我研究的局限性也將包含在本章中。
Chapter 4. Results and Findings 結果和發現
In chapter four it is intended to analyse the results of my findings into the areas that have been studied, in a manner that will the reader with an understanding and explanation of the basis upon which the conclusions of the research has been derived. For ease of understanding and explanation statistical and graphical diagrams will be used where appropriate, particular in explaining the results of the primary research.
在第四章中，旨在將我的研究結果分析到所研究的領域，以使讀者理解和解釋得出研究結論的基礎。為了便于理解和解釋，將在適當的情況下使用統計圖和圖形圖，特別是在解釋初步研究的結果時。
Chapter 5. Analysis and discussion 分析和討論
Using the findings form the primary and secondary sources outlined in chapter 4, this chapter will further analyse those results and discuss the affect that these have upon the interrelationship between consumer determinants, branding, brand loyalty and the commercial CRM strategy process in general. Furthermore, the discussion will outline the commercial benefits of combining these two disciplines for the purpose of marketing strategy.
利用第4章中概述的主要和次要來源的研究結果，本章將進一步分析這些結果，并討論這些結果對消費者決定因素、品牌、品牌忠誠度和商業CRM戰略過程之間的相互關系的影響。此外，討論將概述將這兩個學科結合起來進行營銷戰略的商業效益。
Chapter 6. Conclusion 結論
Chapter six brings the research to a conclusion. This section will convey to the reader whether the research conducted has proved or disproved the hypothesis presented in the introduction. In addition, recommendations in respect of further area of research required and actions that corporations should take as a result of the findings will also be outlined within this concluding chapter.
第六章為結論。本節將向讀者傳達所進行的研究是否證明或反駁了引言中提出的假設。此外，本結論章還將概述關于所需進一步研究領域的建議以及公司應根據研究結果采取的行動。
Other comments 其他意見
The intention of this paper is to add value to the existing research that has been conducted into the fields of consumer determinants and customer relationship management (CRM), in particular in respect of identifying the beneficial impact that building relationships with customers has for the corporations, together with the practical ways that the result of consumer determinants research can be added to the practical elements of marketing research into branding, consumer relationship and loyalty can be used as a further tool to enhance the success of their promotional strategy in this area.
References 參考文獻
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