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An Empirical Study of Trust-Centric Customer-Relationship Based E-Marketing from Customer Collaborative Contributions

机译：基于信任客户关系的客户合作贡献的实证研究

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摘要

Customer relationship management develops the theory of user-centric strategy which become a blossoming guidelines the e-marketing practice. However, from the perspective of customer relationship based e-marketing, management practice needs to focus the trust-centric value in the Web 2.0 era. This article brings cross-cases analysis on three hotels' websites in Hangzhou and investigates 127 questionnaires from consumers' viewpoints about how to exploit the network effects from an effective and efficient e-marketing. The dilemma in practicing the e-business objectives, e-marketing techniques and customer database have been discussed and analyzed. It found that, without a reinforced trust, the companies and their adopted e-marketing techniques or customer database are unable to touch customers. Therefore, the full adoption of the customers' interactive characteristic to respect consumers as innovation contributor can strengthen the satisfaction and trust, and additionally, the activation of a collaborative network effect would uplift consumers' willing to accept companies' marketing activities.
机译：客户关系管理制定了以用户为中心的战略理论，成为电子营销实践的盛开指导。然而，从基于客户关系的电子营销的角度来看，管理实践需要将网络2.0时代的信赖以信赖的价值集中在一起。本文为杭州三家酒店的网站带来了跨案例分析，并调查了消费者对消费者的观点关于如何利用有效和高效的电子营销的网络效应的观点来调查127个问卷。已经讨论并分析了练习电子商务目标，电子营销技术和客户数据库的困境。它发现，没有强化信托，公司及其采用的电子营销技术或客户数据库无法触及客户。因此，全面采用客户互动特征来尊重消费者作为创新贡献者可以加强满足和信任，另外，激活协作网络效应将抬起消费者对公司的营销活动。

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