畢業(yè)論文市場營銷外文文獻(xiàn)翻譯

1、0Relationshipmarketingservicemarketing:convergencepointofCultureDepartmentofvaluecreationABSTRACTUsingtherelationshipparadigmasatheeticalframewkamanagementmodelfculturalservices(relationshipmarketingofculturalganizations

2、)isproposedwhatisanunprecedentedcontributioninthemarketingfield.Bycombiningtwoconvergentperspectives–asrelationshipmarketingservicesmarketing–themodelisstructuredonthebasisoftwolargetypesofrelationshipsinthemanagementofa

3、culturalganization:instrumentalrelationshipsgrouprelationships.Thepaperisanindepthstudyofrelationshipsregardingperfmingartsaudience.Atheeticalempiricalapproachwasappliedincludingfacetofaceinterviewsto1005perfmingartscons

4、umerstelephoneinterviewstoasampleof2005individualsinSpain.Keywds:Culturalmarketingerfmingartsservicesrelationshipmarketing1.INTRODUCTION:Themostrecentliteratureonmarketingmanagementisdemonstratingarevolutionarychangeinbo

5、thfmcontentwhichundoubtedlywillresultinseveralresearchprojectsintheshttermaimedatsheddingsomelightonthisdilemma.Traditionalmanagementmodelsparadigmsdonotadapttotherequirementsofnewproductsastherearememeexceptionsquestion

6、sonthemodelsdevelopedsofar(LovelockGummesson2004VargoLush2004).Inthiscomplexcontextthispaperaimstomakeanindepthstudyofthefieldofculturalservicesmanagementbyusingtwoconcurrentperspectives–relationshipmarketingservicesmark

7、eting–indertocontributetothedevelopmentofthenewmarketingdomain:culturalmarketing(Kotler2005).Thisisafieldstillinitsdevelopmentphasebuthasprobablyfoundwiththesenewtrendstherightmomenttogrowdevelopmanagementstructuresmodel

8、sthatmeetitsparticularrequirements.Fromtheverybeginningcontributionsmadetotheculturalsectbythemarketingdisciplinehavebeenverydiverse.Howeveralthoughtheyseemtohavecometoaconsensus2inthemainstreammarketingliteraturemanagin

9、gtheganization’sinternalexternalrelationshipsneedstobecomeacentralactivitythiscentralactivityisrelationshipmarketing”.Wearefacedtherefewithanewscenarioinwhichonetoonemarketinghasgivenwaytomanytomanymarketing(Gummesson200

10、4)inotherwdsplanningrelationshipswithindividualshasevolvedtoplanningrelationshipswithcollectiveswithinteractionwks.Ontheotherheitherwhencontributionsinthefieldofculturalmarketingdonotrecdenoughstardizationvolumetobegroup

11、edintrendsschoolstheydoshareavalue:theimptanceofrelationshipsintheirmanagement.Contributionsmadeinthisareaareverydiverseinmostcasesfocusingonrelationshipswithcustomers(relationshipswiththeperfmingartsaudience).GarbarinoJ

12、ohnson(1999)usethestageofanoffBroadwaytheatreinNewYktoexplethetransactionrelationshipcontinuumproposedbyGronroos(1995)toconcludethattheperfmingartsaudiencehasdifferentbehaviouralprofilesdependingontherelationshipsdevelop

13、edwiththeganizationspecifically“inaconsumerenvironmentinwhichcustomersreceivehighlysimilarservices[...]therearesystematicdifferencesintherelationalismofdifferentcustomergroups”.Rentschleretal.(2001)alsoconsideredanempiri

14、calapproachtorelationshipswiththeaudienceofperfmingartsganizationsinAustralia:“whatartsganizationsneedtoconsideriswhethertheexpenseofhavinghighsingleticketsalesissustainableifnotwhattodoaboutit”.3.THEPRODUCTRELATIONSHIPS

15、WITHCUSTOMER’SSUGGESTIONSONAMODELFTHERELATIONSHIPMANAGEMENTOFCULTURALSERVICES:Relationshipswiththeaudiencearethecentralcomponentintheconfigurationoftherelationshipmarketingmanagementmodelfculturalganizations.Thiscentralp

16、laceissharedwiththeculturalproductwhosegeneralmarketingmodelpresentsspecialacteristicsthatdifferentiateitfromtheclassicstructureofmarketingas:1.Marketingprocessstartsintheproducerganizationfromthisigin(theculturalproduct

17、)adecisionhastobemadeconcerningthepartofthemarketthatmaybeinterestedinconsumingit.2.Oncepotentialconsumershavebeenidentifiedthecompanywilldecideontheremainingrelationshippolicies(instrumentalgroupwhichwewillcoverbelow).T