Концептуальні підходи до управління лояльністю споживчів у системі холістичного маркетингу підприємства
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Date
2018
Journal Title
Journal ISSN
Volume Title
Publisher
ДВНЗ «Київський національний економічний університет імені Вадима Гетьмана»
Abstract
У статті представлене узагальнення концептуальних підходів і напрямків практичної реалізації процесів формування і
управління споживчою лояльністю в системі холістичного маркетингу підприємства на основі ланцюгів створення споживчої цінності. Доведене значення вимірювання рівня задоволення потреб споживачів у формуванні бажаного рівня їх лояльності. Показана роль працівників немаркетингових структурних підрозділів у створенні ланцюгів споживчої цінності в системі холістичного маркетингу підприємства.
The article presents a generalization of conceptual approaches and directions of practical realization of processes of formation and management of consumer loyalty in the system of holistic marketing of the enterprise on the basis of chains of consumer value creation. The features and perspectives of the holistic approach application in the theory and practice of marketing are shown, when all of the components of the marketing strategy of the enterprise without exception are interrelated. Further development of marketing programs, complexes, campaigns and implementation of marketing processes should be considered as a set of interrelated business-processes, united by a holistic marketing concept. The component structure of holistic marketing concept of the enterprise is analyzed. The role of societal marketing concept has been explored and directions of its development in the system of holistic marketing of the enterprise are shown. The key and distinctive features of the internal marketing concept of the enterprise are determined. The role of non-marketing structural subdivisions employees in the creation of consumer value chains within the system of holistic marketing of the enterprise is shown. It is proved that the consideration of conceptual aspects of the formation and implementation of the holistic marketing concept as a system at the level of the enterprise is impossible without considering the issue of forming and managing of consumer loyalty. The value of measuring the level of satisfaction of consumers’ needs in forming of the desired level of their loyalty on the basis of the use of consumer value chains is shown. It is proved that consumer loyalty is closely connected in marketing with its lifetime value — the product of building of a system of effective and mutually beneficial relations between the enterprise and the consumer, as well as their proper support in the long-term or strategic perspectives.
The article presents a generalization of conceptual approaches and directions of practical realization of processes of formation and management of consumer loyalty in the system of holistic marketing of the enterprise on the basis of chains of consumer value creation. The features and perspectives of the holistic approach application in the theory and practice of marketing are shown, when all of the components of the marketing strategy of the enterprise without exception are interrelated. Further development of marketing programs, complexes, campaigns and implementation of marketing processes should be considered as a set of interrelated business-processes, united by a holistic marketing concept. The component structure of holistic marketing concept of the enterprise is analyzed. The role of societal marketing concept has been explored and directions of its development in the system of holistic marketing of the enterprise are shown. The key and distinctive features of the internal marketing concept of the enterprise are determined. The role of non-marketing structural subdivisions employees in the creation of consumer value chains within the system of holistic marketing of the enterprise is shown. It is proved that the consideration of conceptual aspects of the formation and implementation of the holistic marketing concept as a system at the level of the enterprise is impossible without considering the issue of forming and managing of consumer loyalty. The value of measuring the level of satisfaction of consumers’ needs in forming of the desired level of their loyalty on the basis of the use of consumer value chains is shown. It is proved that consumer loyalty is closely connected in marketing with its lifetime value — the product of building of a system of effective and mutually beneficial relations between the enterprise and the consumer, as well as their proper support in the long-term or strategic perspectives.
Description
Keywords
споживча лояльність, холістичний маркетинг, соціально-відповідальний маркетинг, внутрішній маркетинг, інтегрований маркетинг, маркетинг відносин, ланцюги споживчої цінності, consumer loyalty, holistic marketing, societal marketing, internal marketing, integrated marketing, relationship marketing, consumer value chains
Citation
Федорченко А. В. Концептуальні підходи до управління лояльністю споживчів у системі холістичного маркетингу підприємства / Федорченко А. В. // Економіка та підприємництво : зб. наук. пр. / М-во освіти і науки України, ДВНЗ «Київ. нац. екон. ун-т ім. Вадима Гетьмана» ; [редкол.: І. М. Рєпіна (відп. ред.) та ін.]. – Київ : КНЕУ, 2018. – № 41. – С. 69–80.