B2B市场供应商开展客户推荐营销的模式和策略研究
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外国经济与管理 2012 年 第 34 卷第 07 期, 页码：61 - 68
摘要
参考文献
摘要
客户推荐是B2B营销中供应商获取新客户的主要营销工具。现有研究大多从客户视角来分析客户推荐的影响因素和作用,很少有研究从供应商视角来探讨如何利用和管理客户推荐信息和推荐行为。本文基于供应商视角研究了客户推荐营销的模式和过程,阐述了在进行客户推荐营销的过程中提高推荐效果的策略,并提出了相关命题,以期在理论上为研究客户推荐这种新型营销资产提供一些新的观点和思路,在实践上为产业供应商利用和管理推荐客户及其推荐行为提供方法参考。
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[2]Beard C and Easingwood C.New product launch:Marketing action and launch tactics for high-technology products[J].Industrial Marketing Management,1996,25(1):87-103.
[3]Biggemann S and Buttle F.Conceptualizing business-to-busi-ness relationship value[R].The21st IMP-Conference,Rot-terdam,Netherlands,2005.
[4]Blois K.Analyzing exchanges through the use of value equa-tions[J].Journal of Business and Industrial Marketing,2004,19(4):250-257.
[5]Currie W L.The organizing vision of application service provi-sion:A process oriented analysis[J].Information and Orga-nization,2004,14(4):237-267.
[6]DeKinder J S and Kohli A K.Flow signals:How patterns over time affect the acceptance of start-up firms[J].Journal of Marketing,2008,72(5):84-97.
[7]Flowers S.Organizational capabilities and technology acquisi-tion:Why firms know less than they buy[J].Industrial and Corporate Change,2007,16(3):317-346.
[8]Gomez-Arias J T and Montermos J P.Initial reference cus-tomer selection for high technology products[J].Manage-ment Decision,2007,45(6):982-990.
[9]Hansen H,et al.Customer perceived value in business-to-bu-siness service relationship:Investigating the importance of corporate reputation[J].Industrial Marketing Management,2008,37(2):206-217.
[10]Helm S and Salminen R T.Basking in reflected glory:Using customer reference relationship to build reputation in indus-trial markets[J].Industrial Marketing Management,2010,39(5):737-743.
[11]Hooley G J,et al.The performance impact of marketing re-sources[J].Journal of Business Research,2005,58(1):18-27.
[12]Jalkala A and Salminen R T.Communicating customer refe-rence on industrial companies’web sites[J].Industrial Mar-keting Management,2009,38(7):825-837.
[13]Jalkala A and Salminen R T.Practices and functions of cus-tomer reference marketing-leveraging customer reference as marketing assets[J].Industrial Marketing Management,2010,39(7):975-985.
[14]Long M M,et al.Internet integration into the industrial selling process:A step-by-step approach[J].Industrial Mar-keting Management,2007,36(5):676-689.
[15]Money R B.Word-of-mouth promotion and switching beha-vior in Japanese and American business-to-business service clients[J].Journal of Business Research,2004,57(3):297-305.
[16]Olaru D,et al.From customer value to repurchase intentions and recommendations[J].Journal of Business&Industrial Marketing,2008,23(8):554-565.
[17]Ruokolainen J.Constructing the first customer reference to support the growth of a start-up software technology compa-ny[J].European Journal of Innovation Management,2008,41(2):282-305.
[18]Ryu G and Feick L.A penny for your thoughts:Referral re-ward programs and referral likelihood[J].Journal of Mar-keting,2007,71(1):84-94.
[19]Salminen R T and Moller K.Role of references in business marketing—Towards a normative theory of referencing[J].Journal of Business to Business Marketing,2006,13(1):1-52.
[20]Stahl H K,et al.Linking customer lifetime value with share-holder value[J].Industrial Marketing Management,2003,32(4):267-279.
[21]Trusov M,et al.Effects of word-of-mouth versus traditional marketing:Findings from an internet social networking site[J].Journal of Marketing,2009,73(5):90-102.
[22]Yu T and Lester R L.Moving beyond firm boundaries:A so-cial network perspective on reputation spillover[J].Corpo-rate Reputation Review,2008,11(1):94-108.
引用本文
刘石兰. B2B市场供应商开展客户推荐营销的模式和策略研究[J]. 外国经济与管理, 2012, 34(7): 61–68.
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