Abstract
Marketing process reengineering, as the significant part of business process reengineering in relationship marketing, plays an increasingly important role in the improvement of marketing performance. In China, most companies faced with the environment of fierce competition and the diversification of customers’ needs have begun to make some changes in organization structure, business process, innovation and so on to cultivate and maintain the competitive advantages. Most companies employing the
strategy of marketing process reengineering, however, have experienced the failure and not understood the role of consumer attitudes in marketing process reengineering. This
dissertation will make most companies recognize the role of consumer attitudes toward marketing practices. According to the perspective of consumer attitudes, the responses from consumer make the companies understand and grasp the meanings of marketing process reengineering. Furthermore, customers’ needs and attitudes have experienced the rapid changes yet maintained the former. According to this survey, some issues on product quality, advertising, and corporation social responsibilities and others emphasized on by most consumers in China cannot be understood and interpreted by most companies in China. Though these issues cannot result in the failure of marketing process reengineering, these aspects can to some extent help most companies recognize the meanings and content of marketing process reengineering. Before implementing the strategy of
英国论文网www.51lunwen.orgmarketing process reengineering, appropriately understanding and interpreting the meanings of consumer attitudes toward marketing practices is so important for most companies to facilitate the firms’ ability to employing marketing process reengineering.
Catalogue
Chapter one:Introduction 3
Chapter Two:Literature Review 6
2.1 Literatures on strategic business process reengineering 6
2.1.1. The definition of reengineering indicates that it is in essence a strategic issue 6
2.1.2. The components of reengineering 7
2.1.2.1 Reengineering activities. 8
2.1.2.2 Fundamental reengineering questions 9
2.1.2.3 Process changes 10
2.1.3. The main aspects of reengineering 11
2.2. Core marketing process of service enterprise 13
2.2.1. The relationship marketing in service enterprise 13
2.2.2 The key marketing processes of service enterprise 15
2.2.2.1 Communication 16
2.2.2.2 Value 17
2.2.2.3 Interaction 18
2.3. Review of the strategic business processing reengineering in service enterprise 20
2.3.1 Success and failure of business processing reengineering in service enterprise 20
2.3.2 The marketing processing reengineering 22
2.3.3 Theoretical framework of marketing process reengineering 27
2.3.4 Marketing process reengineering in China 30
2.4. Generalization of the literature review 33
Reference: 36
Chapter 3- Research Methodology
3-1. Justifying research approach:
3.2 The goal of research
3.3 Choice of the research mode
3.4 Research
www.51lunwen.orgenvironment and goal
3-5. Data collection and analysis methods
3-5-1. Questionnaire (Primary data collection)
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3.6 Analysis method
Chapter 4-Analysis and Result
4.1 The General Structure of Questionnaire
4.2.1 Consumers’ Attitude toward Philosophy of Business
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4.2.9 Attitude toward Advertising Scale
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