Integrated Marketing Management Model, Based Customer Relationship Management, Direct Marketing Companies

The customer is one of the enterprise's most important assets, and is the focal point of the modern market competition. It is the pillar that support enterprises survival & growth with substantial loyal customers which may ensure generous profitability. Due to constantly change in complicated competition environment, customer become more desirable and demanding nowadays, therefore enterprises need more efficient way to manage customer relationship, with CRM (Customer Relationship Management) recently has be frequently discussed and became one of the hottest topics and enterprises' most interest.The arrival of Internet new era has amended traditional operations and market promotion concepts which bring in the new business opportunity, too, it joins countless enterprise directly with individuals, and has constructed the information highway among enterprises, customers and suppliers, which formed the direct communication marketing environment that create a whole new idea of marketing and promotion model. Both parties' of customers and enterprise by-directional and multi-level buying and selling directly exchange communication, has created a huge market opportunity at the same time. Direct marketing, links the environmental business pulse very closely and are demonstrating marketing revolution concept of Internet Age.Along gradually matured Internet utilization, impel e-commerce to grow vigorously, the whole market environment is progressively changed to focus into customer-orientation, enterprise's managers begin to pay close attention to only deeply understand customer's need and maintain good customer relationship are only solution to increase business competitively and market promotion effectiveness. Therefore customer relationship management becomes one of the key successful factors. The direct communication model enterprises obviously is utilizing modern techniques of information exchange power to build-up a digital, real-time and interactive communication system for their customer relationship management.This dissertation mainly use customer relationship management theory and direct marketing theory as tools incorporated the relevant theory of marketing and promotion theories or concepts, aiming at enterprise's direct marketing management through the customer relationship management mechanism. In specific, to implement customer's believing in, customer's loyalty, customer's value...etc. as the core concept for managing CRM in this dissertation agenda, and combine marketing thoughts such as the database marketing, one-to-one marketing, relation marketing, network marketing...etc. which construct marketing of enterprises to integrate the directly marketing management model based on customer relationship management.In addition, choosing the. multi-nation corporation, the Taiwanese famous enterprises, Chinese Mainland enterprise for case study afterwards, sort them out, compare and analyze, in order to tamp the research results, raise reliability and validity of the dissertation. According to above mentioned, this dissertation concluded five points: 1. Enterprises need to establish the fundamental based on customer trust, satisfaction and customer loyalty by the way survey any direct marketing with customer relationship management. The whole dissertation is surrounded by the mainline, to design, discuss and proven. 2. Under the idea and scope of CRM, introduce the relationship marketing to be derived from the same origin, database marketing, one-to-one marketing and network marketing. Among all these relationship, relationship marketing penetrate database marketing, one-to-one marketing and network marketing. To involve with these concept of marketing are all to prove the dissertation central objectives, that is, to create a customer relationship based on customer's trust and loyalty. 3. Constructed direct marketing solution for enterprise marketing management, and have them disassembly into 3 major components, a) Involve database marketing, prove that the core purpose is to create customer informational database. b) Involve one-on-one marketing, prove that the core purpose is to create a one-to-one communication interactive platform. c) Involve network marketing, prove that the direct marketing is the main carrier of enterprise. 4. Based on CRM direct marketing solution has integrated several concept effectively, constructed a protection mechanism for the enterprise direct marketing objectives that may works. Includes 3 aspect: a)Technique protections for CRM direct marketing. b) from marketing resources, market channel and market knowledge 3 layers, integrated all the related resources for enterprise marketing management. c) Under the frame and concept of CRM, to use worldwide web as main carrier, constructed enterprise network integrated platform and solution for marketing management. 5. With the validation from 3 typical multi-nations business cases' review and analysis, proven customer relationship management theory has widely applied among the enterprise direct marketing. In accordance with concept, disassembly the concept into component and fulfilled integrated structures, there is sort of proven this dissertation related study conclusion has value to the implementation by enterprise. Overall, it has proven the creditability and effectiveness.This dissertation links the characteristics and the application environment of direct marketing closely, combines the relevant practical experience of direct marketing from enterprises, merges the new thoughts of various marketing theory that aim at improving direct marketing different advanced tools, including database marketing, one-to-one marketing and Internet marketing,...etc. And these new thoughts were not piled up together briefly, they all take CRM as core approach with customization, and link tightly, cooperate and mutually supplement : the database marketing solves the customers' demand problem that being satisfied constantly, the one-to-one marketing solves the customer interactively communication problem, the internet marketing solves the problem of business operation and promotion platform. In a word, the dissertation has fine analysis for direct marketing, have done abundant detail to the new thought marketing, have managed and effective integration via the core of CRM, and have constructed a series of model and frame. Hopefully to offer some reference and suggestion for direct marketing management with practice of enterprises.