Acta Oeconomica
Volume/Issue:
Volume 65: Issue s2
A Relationship Study on Marketing Strategy Management towards Customer Relationship Management and Perceived Value
Authors: Qiong Yang 1 and Zen-hua Hu 2
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  • 1 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
  • 2 Hunan Vocational College of Science & Technology, Hunan, 410004, China
DOI:
https://doi.org/10.1556/032.65.2015.s2.13
Page Count:
173–185
Publication Date:
01 Dec 2015
Online Publication Date:
Dec 2015
Article Category:
Research Article
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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.

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Cover Acta Oeconomica
Acta Oeconomica Periodical of the Hungarian Academy of Sciences
Print ISSN:
0001-6373
Online ISSN:
1588-2659
Keywords:
marketing strategy management; customer relationship management; perceived value; customer acquisition; physical evidence

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