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重塑客户认知 激活市场潜能——由4C营销理论分析卡森MWX的销售困境
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作者 刘建芳 《鄂州大学学报》 2019年第1期47-49,共3页
罗姆-哈斯公司(R&H公司)在1983年初敏锐地发现小型金工厂的独立系统蓄水池这块新细分市场,开发出了专门针对小容量适用的金工液杀菌剂卡森MWX,并成为同类产品中的佼佼者,却因营销策略不当,无功而返。笔者根据美国学者劳朋特(Robert ... 罗姆-哈斯公司(R&H公司)在1983年初敏锐地发现小型金工厂的独立系统蓄水池这块新细分市场,开发出了专门针对小容量适用的金工液杀菌剂卡森MWX,并成为同类产品中的佼佼者,却因营销策略不当,无功而返。笔者根据美国学者劳朋特(Robert Lauterborn)1990年提出的4C营销理论,深入探讨该公司如何以消费需求为导向,在客户需求分析、客户双向沟通、客户便利提供以及客户愿付成本方面,如何瞄准消费者的需求和期望,与消费者建立更为主动的关系,并通过恰当的渠道,让客户方便获取并容易操作,最终形成良性循环,在为客户创造利润的同时,也为公司创造利润。^([1]) 展开更多
关键词 4C营销理论 客户需求 沟通 便利 愿付成本
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Transverse Eco-compensation Standards for Water Conservation:A Case Study of the Middle Route Project of South-to-North Water Diversion in China 被引量:12
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作者 YANG Lun LIU Moucheng +1 位作者 MIN Qingwen LUN Fei 《Journal of Resources and Ecology》 CSCD 2018年第4期395-406,共12页
In China,the distribution of water resources is incompatible with the development of productivity.The construction of South-to-North Water Diversion Project has achieved inter-basin water diversion,and the project can... In China,the distribution of water resources is incompatible with the development of productivity.The construction of South-to-North Water Diversion Project has achieved inter-basin water diversion,and the project can alleviate the uneven distribution of water resources phenomenon effectively.However,in recent years,the aggregate effects of water pollution and water resource shortages have been serious.Establishing transverse eco-compensation mechanisms becomes the key method to achieve sustainable use of water resources.Based on statistical and questionnaire data,this paper uses the Opportunity Costs Method and Willingness to Pay approach to establish a transverse eco-compensation standard calculation model for the Middle Route Project of the Southto-North Water Diversion.The results show that the upper and lower limits of the transverse eco-compensation standard for the Middle Route Project is $2.52 billion and $2.20 billion every year,respectively.However,the paying and receiving standards varied widely among different compensation payers and compensation receivers.Meanwhile,the significant factors influencing the paying willingness of the receiver area citizens were age,education level,average revenue per month,knowledge about the South-to-North Water Diversion Project and recognition of the importance of eco-environmental integrity.This study began with a theoretical analysis,then analysed related problems related to calculating transverse eco-compensation standards for the Middle Route Project of the South-to-North Water Diversion by an empirical study.This empirical study helps to establish effective transverse eco-compensation mechanisma and promotea the development of effective policies and legislation. 展开更多
关键词 transverse eco-compensation standards opportunity cost method willingness to pay Middle RouteProject of South-to-North Water Diversion
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