A Research On Synergy Marketing Faced To Customer Holistic Value

To satisfy customer demand is not all the marketing. Recently, Relationship Marketing Paradigm shows the new academic orientation for the future research field. Under this guideline, researchers find out that customers have been the active partner and involver during value creation while the company needs more stakeholders involved, marketing also changes from market exploration to function synergy which create value, communicate value, and delivery value together with stakeholders. As a result, the researches on value exchange among the company, the customers and stakeholders are coming to be the hot topic of marketing.This dissertation makes detailed reviews about literatures of customer values, and stands the view that customer value should not be constrained on marketing technique improvement. After that it demonstrates customer holistic value, a new definition of customer value under new relationship attitude, to explain value pattern from customers' eyes with a T-shaped value structure, which extended by inner dimension, vetical dimension and horizontal dimension. It also applies customer holistic value orientation to guide theory innovation or evolution.After customer holistic value stands out, the dissertation researches on CHV management including the new marketing concept and objective which surpass the traditional CRM. Though the analysis of existing module of value research combined with the CHV characters, it puts forward diamond module of CHV management as the main idea, which is concluded to synergy marketing, as synergy is the goal of relationship research and value management. According to systemic theory and evaluation theory, with the analysis on synergy marketing module, the dissertation explores the new essentials of CHV management and assembles each to be a new value path, so as to set up a strong marketing structure to enhance the CHV from structure level.The dissertation identifies path synergy and externality synergy to be that two real essentials, so as to dive in the value creation, value communication and value delivery process with mechanism report.At last, the researcher takes the frame of reference to case survey and statisticanalysis, which applies scientific research method including ground hypothesis to ensure the questions and sufficient tests to each statistic ways. It confirms the validity of core-factors for synergy marketing.