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A Relationship Study on Marketing Strategy Management towards Customer Relationship Management and Perceived Value

Author

Listed:
  • Qiong Yang

    (Business School of Central South University, Building 2-1603 of Ceng Shang Guan Di, No. 77 Puyuan Shui Zhu Street, Tianxin District, Changsha, Hunan, 410083, China)

  • Zen-hua Hu

    (Hunan Vocational College of Science & Technology, Hunan, 410004, China)

Abstract

With the promotion of economic liberalization and internationalization, consumer demands have become complex and diversified. Businesses have to actively promote themselves and bring forth new marketing tactics to attract buying and cope with fierce competition so as to enhance the global competitiveness and implement the idea of sustainable operation. This study aims to investigate the relationship between marketing strategy management, customer relationship management, and perceived value. Aiming at Suzhou Industrial Park, the executives and employees of the manufacturers are distributed 500 copies of questionnaire for this study, and 367 valid copies are retrieved, with the retrieval rate 73%. The research results show the significant correlations between 1. marketing strategy management and customer relationship management, 2. customer relationship management and perceived value, and 3. marketing strategy management and perceived value. Aiming at above results, suggestions are proposed to create better organizational performance for a business.

Suggested Citation

  • Qiong Yang & Zen-hua Hu, 2015. "A Relationship Study on Marketing Strategy Management towards Customer Relationship Management and Perceived Value," Acta Oeconomica, Akadémiai Kiadó, Hungary, vol. 65(supplemen), pages 173-185, December.
    • Handle: RePEc:aka:aoecon:v:65:y:2015:i:supplement2:p:173-185
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