An Assessment of Customer's Preferences and Improve Brand Awareness Implementation of Social CRM in an Automotive Company

Agostino Marengo; Alessandro Pagano; Alessio Barbone

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An Assessment of Customer's Preferences and Improve Brand Awareness Implementation of Social CRM in an Automotive Company

机译：评估客户的偏好并提高汽车公司中社交CRM的品牌意识实施

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The huge amount of online conversations that arises from the new means of communication between users, if analyzed and capitalized, is an important resource for companies and brands alike. Thus, a fundamental tool for the management of the relationship with customers such as CRM seems to be exceeded. The concept of a Social CRM platform was born with the objective of filling the gap between brand and customers connected to various social networks, allowing both parties to achieve tangible benefits from active participation. The key objective of this research involves the implementation of a Social CRM system, which is not yet present on the automotive market. The work starts through the identification and implementation of an experimental prototype that can define and highlight a methodological and technological best practice in the integration of heterogeneous components of an information system composed of independent software and continues with the definition of an integrated system that allows innovative Business Intelligence activities.

机译：如果对用户之间的新通信方式进行分析和资本化，则源于用户之间的新通信方式的大量在线对话对于公司和品牌而言都是重要的资源。因此，似乎已经超出了用于管理与客户关系的基本工具，例如CRM。社交CRM平台的概念应运而生，其目标是填补品牌和连接到各种社交网络的客户之间的空白，使双方都能从积极参与中获得明显的收益。这项研究的主要目标涉及实施社会CRM系统，该系统在汽车市场上尚不存在。这项工作从识别和实施实验性原型开始，该原型可以定义和突出集成由独立软件组成的信息系统的异构组件时的方法和技术最佳实践，并继续定义允许创新业务的集成系统。情报活动。

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来源
《International journal of technology diffusion》 |2013年第1期|1-15|共15页
作者
Agostino Marengo; Alessandro Pagano; Alessio Barbone;
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作者单位

University of Bari - Osel Consulting s.r.l., Bari, Italy;

University of Bari - Osel Consulting s.r.l., Bari, Italy;

University of Bari - Osel Consulting s.r.l, Bari, Italy;

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原文格式 PDF
正文语种 eng
中图分类
关键词
Automotive; Business Intelligence; Online Brand Reputation; Social Customer Relationship Management; Social Network; Web 2.0;

机译：汽车;商业智能;在线品牌声誉;社会客户关系管理;社交网络;Web 2.0;

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1. Should Anthropomorphized Brands Engage Customers? The Impact of Social Crowding on Brand Preferences [J] . Puzakova Marina, Kwak Hyokjin Journal of Marketing . 2017,第6期

机译：拟人化的品牌应该吸引顾客吗？社会拥挤对品牌偏好的影响
2. The impact of corporate social responsibility (CSR) performance and perceived brand quality on customer-based brand preference [J] . Matthew Tingchi Liu, Ipkin Anthony Wong, Guicheng Shi, Journal of Services Marketing . 2014,第3期

机译：企业社会责任（CSR）绩效和感知品牌质量对基于客户的品牌偏好的影响
3. Executive summary of 'The impact of corporate social responsibility (CSR) performance and perceived brand quality on customer-based brand preference' [J] . Journal of Services Marketing . 2014,第3期

机译：执行摘要“企业社会责任（CSR）绩效和感知品牌质量对基于客户的品牌偏好的影响”
4. CUSTOMER'S PREFERENCE SOUND QUALITY EVALUATION FOR BRAND SOUND OF AN AUTOMOTIVE COMPANY [C] . Lee Sang-Kwon, Kim Sung-Jong, Park Dong-Chul FISITA World Automotive Congress . 2006

机译：客户的偏好质量评估汽车公司的品牌声音
5. Integrating customer-based brand equity with brand market performance: An empirical investigation of the United States automotive industry. [D] . Tolba, Ahmed H. 2006

机译：将基于客户的品牌资产与品牌市场绩效相结合：对美国汽车业的实证研究。
6. Examining the Relationship of Online Social Networking Sites’ Activities Customers’ Brand Choice and Brand Perception in Health-Related Businesses [O] . Mehrab Nazir, Jian Tian, Iftikhar Hussain, 2020

机译：检查在线社交网站活动客户品牌选择的关系与健康有关的业务的品牌认知
7. La banalisation du luxe (Democratization of luxury) Abstract : La plupart des achats pratiqués sont effectués par des clients occasionnels, ce qui a conduit les entreprises à s’adapter par une nouvelle stratégie. En effet, suite à l’intensification de la concurrence et à la concentration du secteur qui engendrent une contrainte de rentabilité immédiate, mais aussi en raison des impératifs nouveaux du marché, les maisons de luxe se voient obligées d’élargir leur offre afin d’ajouter à une clientèle dite traditionnelle une clientèle plus vaste. Dès lors, le secteur du luxe est progressivement passé d’une logique d’offre où seul un nombre restreint de personnes était ciblé, à une politique d’offre où des professionnels du marketing étudient la demande du marché afin d’orienter la production des biens vers un marché de masse. La banalisation est une problématique capitale et décisive car les maisons de luxe doivent préserver leur image de marque tout en élargissant leur clientèle : elles s’efforcent de créer et de pérenniser leurs marques, sans jamais oublier qu’une marque ne peut pas s’associer à n’importe quel objet, sous peine de menacer l’ensemble de ses représentations. Par conséquent, chaque nouveau produit présente un risque pour la gamme toute entière, d’où le risque d’une erreur stratégique par le choix de la banalisation. Le danger est de voir la clientèle aisée se tourner vers d’autres grands noms pratiquant toujours cet esprit d’élitisme qui caractérise le « luxe ». The luxury market is no longer reserved for an elite as its evolution over the last fifteen years clearly indicates. Luxury goods companies have been forced to adapt and resort to new strategies to take into account the fact that most purchases are now made by occasional clients. The keen competition and the on-going concentration in that sector – with the resulting short term profitability constraints - together with the new market conditions, have forced luxury goods companies to broaden their offer so as to add new customers to their traditional base. As a consequence, the luxury market has progressively moved away from an offer-driven logic – targeting a small number of people – in favor of an offer-based policy with marketing professionals studying market demand so as to direct the production of goods towards mass production. The democratization of luxury constitutes a major challenge for those companies which must preserve their image while broadening their customer base: they now strive to create and perpetuate their brand image, without ever forgetting that a brand cannot be associated to just any object, as this might constitute a threat to all its brand representations. Thus every new product constitutes a real threat to the whole range and there is a risk of making a strategic mistake by appealing to the mass market; and there is also a clear danger of seeing affluent customers turn to other great names that still foster this ‘elite spirit’ that characterizes « luxury ». [O] . Eric Vernier, Pierre Ghewy 100

机译：奢侈品的平庸化（奢侈品民主化）摘要：大多数购买都是由休闲客户制作的，这导致公司采用新战略。事实上，随着竞争的加剧和行业的集中导致了盈利的直接制约，而且由于市场的新要求，奢侈品公司被迫扩大其报价以便为所谓的传统客户增加一个更大的客户群。从那时起，奢侈品行业逐渐从以供应为导向的方式转变为只有少数人被定为供应方政策，营销人员正在研究市场需求以指导产品生产。货物进入大众市场。平庸化是一个至关重要且决定性的问题，因为豪宅必须保持其品牌形象，同时扩大其客户群：他们努力创造和延续其品牌，永远不要忘记一个品牌无法联想到在任何威胁他所有陈述的痛苦之下。因此，每个新产品都会带来整个色域的风险，因此通过选择平凡化就会产生战略错误的风险。危险的是看到富有的顾客转向其他仍在实践“豪华”特征的精英主义精神。奢侈品市场不会超过过去15年。奢侈品公司被迫采用新策略来充分利用其客户。由于市场领先的条件，激烈的竞争和该行业的持续集中迫使他们扩大了市场基础。因此，奢侈品市场已经从针对少数人的以报价驱动的逻辑向前发展 - 转而采用基于报价的政策与营销专业人士。对于那些必须在扩大客户群的同时保持形象的公司来说，奢侈品的民主化是一项重大挑战。对其所有品牌代表构成威胁。因此，每一种新产品都会对市场构成威胁，并且有可能通过吸引大众市场来制造战略错误;看到人们涌向那种“奢侈”的精神精神，也存在明显的危险。

An Assessment of Customer's Preferences and Improve Brand Awareness Implementation of Social CRM in an Automotive Company

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