Study On Integrated Social Capital-based Corporate Customer Acquisition And Retention

Corporate social capital is a kind of actual or potential resources which are controlled by a corporate and help him reach his aim in the network. Based on integrated social capital theory, this paper analysis customer acquisition and retention. In the time of new economy, one side, a corporate does not live by himself, actually he builds complicated relationships with many other corporate and build networks and accesses to resources from the networks. On the other hand, because supply exceeds demand in markets, so customers are key resources, customer acquisition and retention are very important. Because a corporate can acquire resources from the network, he can also acquire and retain customers from the network, then obtains the competitive advantages .Traditional marketing theory suggests customer acquisition and retention are bilateral Relationships, but this paper suggests customer acquisition and retention are embedded in networks, this idea lights on CRM.This paper gets a few of good conclusions: a corporate use social capital to acquire customers as the same as getting in touch with the new customers indirectly, then expands the networks. customer retention rely on the closer networks .that is to say that a Corporate form strong relationships with partners and old consumers, it can enhance trust with each others, make resources flow and transfer values, then retain customers.