基于关系营销理论的企业博客建设研究-管理科学与工程专业论文.docxVIP

硕士学位论文Relation 硕士学位论文 Relation marketing lS competition—oriented．Based on the mature and increasingly competitive market situation,it focuses 0n the interaction and a win-win relationship between enterprise and customers．It does not only actively adapt tO the needs of customers，but also take the initiative tO create demand．It helps enterprise to establish a unique relationship 丽th customers by quick response．Thus the enterprise car improve their “competitive advantages． Blog is a kind of diary to be put on the internet with text。voice and images．It is a direct communication tool based on personal information filtering and knowledge management,which is a one-to-one direct interaction with customclr8 in the world wide．According to their own marketing objective,any enterprise啪provide the information of their products and 8avicc to customers by writing blog．Problems of the enterprise or products will easily be found by blog,replies and comments． So that the enterprise can resolve customer concerns,maintain custom贯 relations and tapping market poteatifl． Based On the research and application of catcrprises blog in domestic and如reign countries,the value of enterprise blog relation marketing has been analyzed according tO the result ofthe Investigation on Enterprise Blog Awareness and Application。．In old廿tO creatc excellent customer experience and maintain good customer relationship, the comparison of entetpri∞blog and other network platforms has been analyzea according to the guidance of relation marketing theory．This study is to explore(1)the construction of enterprise blog model，(2)the setting of enterprise blog module，(3)the principles of how to write blog and of guidance to customer comments,(4)negative粥印伽∞handling processes and techniques。(5)the ease of Hainan Kuike is used to introduce the pIDce踌of creating the blog,blog columns and the installation of function module,analyze the blog characteristics． According to the scale and product characteristics of Hainan Kui