简介:根据传统的营销学理论,企业营销活动的主要目的是扩大市场份额,企业应围绕4P(产品、价格、促销、渠道)营销因素组合,开展营销活动,尽力扩大市场份额。九十年代初,美国哈佛大学商学院教授赛塞(W.EarlSasserJr.)与雷奇汉(FrederickF.Reichheld)的研究结果表明服务性企业的市场份额对利润并没有什么影响。他们发现:顾客忠诚感较高的服务性企业更能赢利,忠诚的顾客可使服务性企业逐年获得更大利润。在雷奇汉和赛塞的研究基础上,哈佛大学商学院教授赫斯凯特(JamesL.Heskett)、赛塞、施策辛格(LeonardA.Schlesinger)等人于1994年提出了服务利润链管理理
简介:Theworldeconomywassuffereddramaticallyin2008,becauseofthefinan-cialturnaoil.Itispredictedthatinthenextyears,Chinaeconomicgrowthwillslowdown,and2009wouldnotbethebottom,buttheeconomyfunda-mentalisstillhealthy.Asoft'U'turncanbeexpectedinthefuture.Macro-economyTwoofChinaeconomicgrowthpillarengines,exportsectorandreal-estateindustryhavebeensignificantlyinfluencedbytheglobalfinancialcrisis,trendsofthistwosectorsshowthatChinacouldnotbeanexceptioninthiseconomictur-moil.Theglobaleconomicturmoilhasasignificantnegativeimpactontheexportgrowth,anddomesticimportsalsoslowdownsincedomesticdemandhasbeenweaken,(SeeChart1)Asoneofthepillarindustry,realestateindustrysufferedalotundernationaldeclinelastyear,withanationalaveragedropof4.7percentonhousingprice.(SeeChart2)Domesticfixed-assetinvestmentgrowthhasalsosloweddown.Chinabusinesscyclesignalindexshowsthatthemacro-economicshasbeenslowingdown,andaccordingtothehistoryofChina'seconomy,thisdownturnwouldlastatleast3years,2009wouldnotbethecyclebottom.(SeeChart3)Thebusinesscyclesignalindexisdecliningfrom117.3inMayto94.7inOcto-ber,thefirsttimetodropunder100from1992,meaningthemacroeconomichasbeenslowingdown,butisstillinthestablezonesofar.LookingbackatthehistoryoverChina'spast30years,economicgrowthcycli-caldownturnwouldlastatleast3years.StandardCharteredBank'slatestreportreducedChinaGDPforecastfor2008to9.6percent,apoor7.9percentin2009,andevenlowerat7.1percentfor2010.(SeeChart4)ChinaisbelievedtobeshieldedfromchaoslikeUS,andfinancialwoeshavelimitedimpactonChina.Thecountryhadrichresourcereserves,greatmarketpo-tential,vigorousenterprisesandthegovernmenthadstrongmacro-controlabilities.Themajorindicatorsareinhealthycondition,whichcanhelpChinagovernmenttofighttheeconomyturmoilin2009.