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1、關係行銷策略之研究－以大潤發與好市多會員卡為例TheStudyofRelationshipMarketing:theCasesofRT-MartandCostcoChen-IHuang*AssistantProfessor,DepartmentofMarketingandLogisticsManagement,YuDaCollegeofBusinessYi-ShyangLee**AssociateProfessor,DepartmentofMarketingandLogisticsManagement,YuDaCollegeofBusinessShun-Hsin
2、gChen***AssociateProfessor,DepartmentofMarketingandLogisticsManagement,YuDaCollegeofBusinessAbstractWiththedevelopmentofeconomics,peoplegotbetterlivingqualityandthentheconsumingbehaviorisalsochanged.Underthiskindofchange,traditionalstoresdisappeared.Instead,hypermarketswhichstressdoi
3、tyourself,lowpriceandonestopshoppinghavereplacedthetraditionalstores.Thiskindofstorehasthecharacteristicsofhighrotationrateandlowgrossmargin.Duetotheintensivecompetition,therunningstylesforhypermarketshavechangedfromquantitytoquality.Therefore,howtomaintaintherelationshipwithcustomer
4、shasbecomeakeyissue.Relationshipmarketingthereforeplaysanimportantrolebecauseitwilldirectlyinfluencetheperformanceofthestore.Thisstudytriestoexplorethemarketingstrategyforhypermarketfromtheperspectiveofrelationshipmarketing.Exploratoryresearchwasthenadoptedandqualitativein-depthinter
5、viewingwascarriedout.Thefindingssuggestthattherearefivestagesforrelationshipmarketingwhichareawareness,exploration,expansion,commitment,anddissolution.Further,three-levelrelationshipisconnected,whichareprice,personalserviceandstructuredconnection.Twocasecompanieshavetheirownstrategie
6、sforeachstageandlevel.Forexample,RT-Martadoptsmembershipcard,advertisementtoremindcustomersitsbrand.Costcouseswordofmouth,customerpreferenceandpersonal-109-關係行銷策略之研究－以大潤發與好市多會員卡為例sellingfortheawarenessofmembershipcard.Onthepointofstructuredconnection,RT-Marttakeadvantageofmembershipc
7、ardtomaintaintherelationship,rather,Costcochargesitsmemberforthecardinordertolowertheoperatingcostandoffercompetitivepriceforthecustomers.KeyWords:RelationshipMarketing,HypermarketMembershipCard-109-關係行銷策略之研究－以大潤發與好市多會員卡為例關係行銷策略之研究－以大潤發與好市多會員卡為例黃振誼*育達商業技術學院行銷與流通管理系助理教授李義祥**育達商業技術學院行銷
8、與流通管理系副教授陳順興
