1. (Relationship Marketing) ‫ﺗﺴﻮﻳﻖ ﺍﻟﻌﻼﻗﺎﺕ‬
‫ﺣﺴﻦ ﻋﻠﻰ ﺳﻨﻬﻮﺭﻱ‬
Marketing Research Service
‫ﺷﺎﺭﻉ ﺍﻟﻨﺺ ) ﻣﻜﺔ ( ، ﺍﻟﺮﻳﺎﺽ ، ﺍﳋﺮﻃﻮﻡ‬ Tel. 0 123001458
E-mail. saniali2010@gmail.com, Blog: www.umsudan.blobspot.com
1 ‫اﻟﺻﻔﺣﺔ‬ Hassan Ali SANHORI,e-mail:saniali2010@gmail.com, blog; umsudan.blogspot.com

2. ‫ﺗﺴﻮﻳﻖ اﻟﻌﻼﻗﺎت )‪(Relationship Marketing‬‬
‫1 . ﺍﳌﻘﺪﻣﺔ:‬
‫ﺗﻮاﺟﻪ‬
‫اﻟﺘﺤﺪﻳﺎت ﺗﺘﻤﺜﻞ ﰲ ﻋﻮاﻣﻞ اﻟﺒﻴﺌﺔ اﳋﺎرﺟﻴﺔ و ﻋﻮاﻣﻞ ﺑﻴﺌﺔ اﻟﻌﻤﻞ اﻟﱵ ﲢﻴﻂ ﺑﺎﳌﻨﺸﺌﺎت ﺑﺎﻹﺿﺎﻓﺔ‬
‫إﱃ ﲢﺪﻳﺎت ﻋﻮاﻣﻞ اﻟﺒﻴﺌﺔ اﻟﺪاﺧﻠﻴﺔ ﻟﻠﻤﻨﺸﺄة ، و ﲣﺘﻠﻒ ﺗﺄﺛﲑ ﻫﺬﻩ اﻟﻌﻮاﻣﻞ ﺣﺴﺐ ﺣﺠﻢ اﳌﻨﺸﺄة‬
‫و ﻧﻮع اﻟﻨﺸﺎط اﻟﺬي ﺗﻘﻮم ﺑﻪ و ﻟﻜﻦ اﻟﺘﺄﺛﲑ اﻟﻜﻠﻲ ﳍﺬﻩ اﻟﻌﻮاﻣﻞ ﳝﺜﻞ ﻣﻦ اﻛﱪ اﻟﺘﺤﺪﻳﺎت اﻟﱵ‬
‫ﺗﻮاﺟﻬﻬﺎ ﻫﺬﻩ اﳌﻨﺸﺂت. ﲢﺘﺎج اﳌﻨﺸﺂت إﱃ دراﺳﺔ ﻫﺬﻩ اﻟﻌﻮاﻣﻞ دراﺳﺔ ﻋﻠﻤﻴﺔ ﺣﱵ ﺗﺴﺘﻄﻴﻊ ان‬
‫ﺗﻮاﺟﻬﻬﺎ و ﺗﺘﻤﻜﻦ ﻣﻦ اﻻﺳﺘﻤﺮار ﰲ اﻟﺴﻮق.‬
‫ﺎ اﻟﺘﺴﻮﻳﻘﻴﺔ، و ﻣﻦ اﻫﻢ اﻻﺳﱰاﺗﻴﺠﻴﺎت و اﻟﱵ أﺛﺒﺘﺖ ﳒﺎﺣﻬﺎ ﰲ ﻋﺪد ﻣﻦ اﻷﺳﻮاق،‬
‫اﺳﱰاﺗﻴﺠﻴﺔ ﺗﺴﻮﻳﻖ اﻟﻌﻼﻗﺎت.‬
‫ﺗﺴﻮﻳﻖ اﻟﻌﻼﻗﺎت ﻳﺸﻤﻞ ﺑﻨﺎء، اﳊﻔﺎظ ﻋﻠﻰ و ﺗﻄﻮﻳﺮ ﻋﻼﻗﺔ ﻗﻮﻳﺔ ﻣﻊ اﻟﻌﻤﻼء )‪ (customers‬و‬
‫‪ . .(Other‬اﻟﺘﻮﺟﻪ ﺑﺎﻟﻌﻼﻗﺎت ﻳﻌﲏ ﻛﻴﺰ‬
‫ﺗﺮ‬ ‫)‪Stakeholders‬‬ ‫أﺻﺤﺎب اﳌﺼﻠﺤﺔ اﻷﺧﺮﻳﻦ‬
‫اﻟﺘﺴﻮﻳﻖ ﻋﻠﻰ اﶈﺎﻓﻈﺔ ﻋﻠﻰ اﻟﻌﻤﻼء ﻣﻦ ﺧﻼل اﻹﺑﻘﺎء و ﺗﻘﻮﻳﺔ ﻋﻼﻗﺔ ﻣﺮﲝﺔ ﻃﻮﻳﻠﺔ اﻷﻣﺪ ﺑﲔ‬
‫و ﻟﺘﺤﻘﻴﻖ ذﻟﻚ و ﻻﺑﺪ ان ﺗﺘﺠﻪ اﳌﻨﺸﺂت‬ ‫. )6002 ,‪(Shahram Gilaninia et al‬‬ ‫اﻟﻄﺮﻓﲔ‬
‫اﻟﺴﻮداﻧﻴﺔ إﱃ اﳊﺼﻮل ﻋﻠﻰ ﻣﻌﻠﻮﻣﺎت ﻗﻴﻤﺔ ﻋﻦ اﺣﺘﻴﺎﺟﺎت و رﻏﺒﺎت اﻟﻌﻤﻼء ﻟﺘﻄﻮﻳﺮ ﻋﻼﻗﺔ‬
‫ﻃﻴﻠﺔ اﻷ‬
‫2 . ﺗﻌﺮﻳﻒ ﺍﻟﺘﺴﻮﻳﻖ:‬
‫ﻣﻨﺬ ﻇﻬﻮر اﻟﺘﺴﻮﻳﻖ ﻛﻌﻠﻢ ﻗﺎﺋﻢ ﺑﺬاﺗﻪ ﰎ وﺿﻊ اﻟﻌﺪﻳﺪ ﻣﻦ اﻟﺘﻌﺎرﻳﻒ ﻟﻠﺘﺴﻮﻳﻖ ﻧﺬﻛﺮ ﻣﻨﻬﺎ ﺗﻌﺮﻳﻒ‬
‫اﳉﻤﻌﻴﺔ اﻷﻣﺮﻳﻜﻴﺔ ﻟﻠﺘﺴﻮﻳﻖ ) ‪:(American Marketing Association‬‬
‫ﻋﺮﻓﺖ اﳉﻤﻌﻴﺔ اﻷﻣﺮﻳﻜﻴﺔ ﻟﻠﺘﺴﻮﻳﻖ ‪ AMA‬اﻟﺘﺴﻮﻳﻖ ﻋﻠﻰ أﻧﻪ:" ﻫﻮ ﻋﻤﻠﻴﺔ ﲣﻄﻴﻂ وﺗﻨﻔﻴﺬ اﻟﺘﺼﻮر‬
‫اﻟﺻﻔﺣﺔ 2‬ ‫‪Hassan Ali SANHORI,e-mail:saniali2010@gmail.com, blog; umsudan.blogspot.com‬‬

3. ‫واﻟﺘﺴﻌﲑ واﻟﱰوﻳﺞ ﻟﻸﻓﻜﺎر واﻟﺴﻠﻊ واﳋﺪﻣﺎت وذﻟﻚ ﻹﲤﺎم ﻋﻤﻠﻴﺎت اﻟﺘﺒﺎدل اﻟﱵ ﺗﺸﺒﻊ أﻫﺪاف‬
‫ﻛﻞ ﻣﻦ اﻷﻓﺮاد واﳌﻨﻈﻤﺎت"‬
‫اﻷول إﱃ‬ ‫ﻋﻠﻰ اﳌﻔﻬﻮم اﳊﺪﻳﺚ ﻟﻠﺘﺴﻮﻳﻖ ﺗﺒﺪأ اﻟﻌﻤﻠﻴﺔ اﻟﺘﺴﻮﻳﻘﻴﺔ ﺑﺎﻟﺒﺤﻮث‬
‫ﻣﻌﺮﻓﺔ رﻏﺒﺎت و اﺣﺘﻴﺎﺟﺎت اﳌﺴﺘﻬﻠﻜﲔ/ اﳌﺴﺘﺨﺪﻣﲔ )ﺑﺎﻹﺿﺎﻓﺔ ﻟﺪراﺳﺔ ﻋﻮاﻣﻞ اﻟﺘﺴﻮﻳﻖ‬
‫اﻷﺧﺮى( و اﻟﻌﻤﻞ ﻋﻠﻰ إﺷﺒﺎع و ﲢﻘﻴﻖ ﻫﺬﻩ اﻟﺮﻏﺒﺎت و اﻻﺣﺘﻴﺎﺟﺎت.‬
‫3 . ﺗﻌﺮﻳﻒ ﺗﺴﻮﻳﻖ ﺍﻟﻌﻼﻗﺎﺕ:‬
‫ﺗﺘﺨﺬ اﻟﻌﻼﻗﺎت اﻟﺘﺴﻮﻳﻘﻴﺔ ﻋﺪة ﺻﻮر، ﺗﺸﻤﻞ اﻟﻌﻼﻗﺎت اﳌﺘﻘﺎﻃﻌﺔ، اﻟﻌﻼﻗﺎت اﻟﺘﻨﺎﻓﺴﻴﺔ، اﻟﻌﻼﻗﺎت‬
‫اﳌﺴﺘﻘﻠﺔ و اﻟﻌﻼﻗﺎت اﻟﺘﺎﺑﻌﺔ ...اﱁ. ﻟﻜﻦ ﺗﺴﻮﻳﻖ اﻟﻌﻼﻗﺎت ﻻ ﻳﻬﺘﻢ ﺑﻜﻞ اﻟﻌﻼﻗﺎت اﻟﺘﺴﻮﻳﻘﻴﺔ،‬
‫ﺣﻴﺚ وﺿﺢ )9991 ,‪ (Atul Parvatiyar, Ph.D‬ان ﻣﺼﻄﻠﺢ ﺗﺴﻮﻳﻖ اﻟﻌﻼﻗﺎت و اﻟﻌﻼﻗﺎت‬
‫اﻟﺘﺴﻮﻳﻘﻴﺔ ﻏﲑ ﻣﱰادﻓﺎن، ﺗﺴﻮﻳﻖ اﻟﻌﻼﻗﺎت ﻳﺼﻒ ﻧﻈﺮة ﺗﺴﻮﻳﻘﻴﺔ ﳏﺪدة و ﻫﻲ ﺟﺰء ﺛﺎﻧﻮي ﻣﻦ‬
‫اﻟﺘﺴﻮﻳﻖ أو ﻛﻴﺰ ﳏﺪد ﻟﻠﺘﺴﻮﻳﻖ. ﺣﻴﺚ ﻋﺮف ﺗﺴﻮﻳﻖ اﻟﻌﻼﻗﺎت ﺑﺎﻧﻪ ) اﻟﻌﻤﻠﻴﺔ اﳌﺴﺘﻤﺮة ﻟﻠﺪﺧﻮل‬
‫ﺗﺮ‬
‫ﰲ ﻋﻼﻗﺎت و ﺑﺮاﻣﺞ ﺗﻌﺎوﻧﻴﺔ ﻣﻊ اﻟﻌﻤﻼء ﳋﻠﻖ و ﲢﺴﲔ ﻗﻴﻤﺔ اﻗﺘﺼﺎدﻳﺔ ﻣﺘﺒﺎدﻟﺔ ﺑﺘﻜﻠﻔﺔ ﳐﻔﻀﺔ.(‬
‫و ﻗﺪ ﰎ وﺿﻊ ﺗﻌﺮﻳﻒ اﻛﺜﺮ ﴰﻮﻻ ﻟﺘﺴﻮﻳﻖ اﻟﻌﻼﻗﺎت )5002 ,‪ (Murphy et al‬ﺗﺴﻮﻳﻖ اﻟﻌﻼﻗﺎت‬
‫) ‪Other‬‬ ‫ﻳﺸﻤﻞ ﺑﻨﺎء، ﲢﺴﲔ و دﻋﻢ ﻋﻼﻗﺔ ﻗﻮﻳﺔ ﻣﻊ اﻟﻌﻤﻼء و أﺻﺤﺎب اﳌﻨﻔﻌﺔ اﻷﺧﺮﻳﻦ‬
‫‪.(Stakeholders‬‬
‫4 . ﻣﻔﻬﻮﻡ ﺗﺴﻮﻳﻖ ﺍﻟﻌﻼﻗﺎﺕ:‬
‫ﻳﺴﺘﻨﺪ ﻣﻔﻬﻮم ﺗﺴﻮﻳﻖ اﻟﻌﻼﻗﺎت ﻋﻠﻰ اﻋﺘﺒﺎر اﻟﻌﻤﻴﻞ ﺷﺨﺺ أو وﺣﺪة ﻓﺮدﻳﺔ و ﻧﺸﺎﻃﺎت اﳌﻨﺸﺄة‬
‫ﺗﻮﺟﻪ إﱃ اﻟﻌﻤﻴﻞ اﳊﺎﱄ اﻋﺘﻤﺎدا ﻋﻠﻰ اﻟﺘﻮاﺻﻞ و اﳊﻮار وﲢﺎول اﳌﻨﺸﺄة ان ﲢﻘﻖ اﻟﺮﲝﻴﺔ ﻣﻦ‬
‫ﺧﻼل ﺗﻘﻠﻴﻞ ﻣﻌﺪل ﲢﻮل اﻟﻌﻤﻼء و ﺗﻘﻮﻳﺔ اﻟﻌﻼﻗﺎت ﻣﻊ اﻟﻌﻤﻼء، اﳍﺪف اﻷﺳﺎﺳﻲ‬
‫اﻟﺻﻔﺣﺔ 3‬ ‫‪Hassan Ali SANHORI,e-mail:saniali2010@gmail.com, blog; umsudan.blogspot.com‬‬

4. ‫)‪ (Fundamental Goal‬ﻟﺘﺴﻮﻳﻖ اﻟﻌﻼﻗﺎت ﺗﻌﻈﻴﻢ ﻗﻴﻤﺔ اﻟﻌﻤﻴﻞ اﳌﺘﺼﻠﺔ ﲟﺮور اﻟﺰﻣﻦ و اﻟﺬي‬
‫ﳝﺜﻞ ﺗﺪﻓﻖ ﺻﺎﰲ رﺑﺢ ﻣﺴﺘﻘﺒﻠﻲ ﻟﻠﻤﻨﺸﺄة. ﻻ ﻳﺸﻤﻞ ﺗﺴﻮﻳﻖ اﻟﻌﻼﻗﺎت اﻟﻌﻤﻼء ﻓﻘﻂ و ﻟﻜﻦ ﻳﻬﺘﻢ‬
‫ﺑﺄﻧﻮاع اﻷﺳﻮاق اﻷﺧﺮى اﻟﱵ ﲢﻴﻂ ﺑﺴﻮق اﻟﻌﻤﻼء، ﻓﻘﺪ ﰎ ﺗﻌﺮﻳﻒ ﲬﺴﺔ أﺳﻮاق أﺧﺮى ﲢﻴﻂ‬
‫) ‪Referral‬‬ ‫ﺑﺴﻮق اﻟﻌﻤﻼء وﻫﻲ اﻷﺳﻮاق اﻟﺪاﺧﻠﻴﺔ )‪ ، (Internal Markets‬أﺳﻮاق اﳌﻮﺻﲔ‬
‫) ‪Recruitment‬‬ ‫‪ ،(Marketing‬أﺳﻮاق اﳌﻮردﻳﻦ )‪ ،(Supplier Markets‬أﺳﻮاق اﻟﺘﻮﻇﻴﻒ‬
‫‪ (Markets‬و أﺳﻮاق اﻟﺘﺄﺛﲑ )‪ (Influence Markets‬ﳑﺜﻠﺔ ﰲ اﳊﻜﻮﻣﺔ، ﻣﺆﺳﺴﺎت اﻟﺘﻤﻮﻳﻞ،‬
‫ﲨﻌﻴﺎت ﲪﺎﻳﺔ اﳌﺴﺘﻬﻠﻚ...اﱁ.‬
‫ﺗﺴﻮﻳﻖ اﻟﻌﻼﻗﺎت ﻳﻬﺘﻢ ﺑﺎﻟﻌﻤﻼء ﻛﻬﺪف أﺳﺎﺳﻲ و ذﻟﻚ ﻟﻠﻤﺤﺎﻓﻈﺔ ﻋﻠﻰ اﻟﻌﻤﻼء و ﺧﻠﻖ وﻻء‬
‫ﻣﻦ ﺧﻼل ﺑﺮاﻣﺞ ﺗﺴﻮﻳﻘﻴﺔ‬
‫ﳍﻢ دور‬
‫أﺳﺎﺳﻲ ﰲ ﳒﺎح ﺑﺮاﻣﺞ اﻟﻌﻤﻼء.‬
‫5 . ﺃﳘﻴﺔ ﺗﺴﻮﻳﻖ ﺍﻟﻌﻼﻗﺎﺕ:‬
‫ﺗﺰاﻳﺪ اﳌﻨﺸﺂت اﳌﻨﺘﺠﺔ ﻟﻠﺴﻠﻊ و اﳋﺪﻣﺎت و اﳌﻨﺎﻓﺴﺔ اﻟﻌﺎﻟﻴﺔ ﰲ اﻟﺴﻮق دﻋﺖ ﻛﺜﲑ ﻣﻦ اﳌﻨﺸﺂت‬
‫إﱃ اﻟﺘﺤﻮﻳﻞ ﻣﻦ ﻣﻨﻈﻮر اﻟﺘﺴﻮﻳﻖ اﻟﺘﺒﺎدﱄ )‪ (Transactional Marketing Approach‬إﱃ‬
‫ﻣﻨﻈﻮر ﺗﺴﻮﻳﻖ اﻟﻌﻼﻗﺎت )‪ (Relationship Marketing Approach‬و اﻟﺬي ﻳﻌﺘﻤﺪ ﻋﻠﻰ‬
‫اﻟﻌﻼﻗﺔ ﻃﻮﻳﻠﺔ اﻵﺟﻞ ﻣﻊ اﻟﻌﻤﻼء. ﻗﺴﻢ )‪ (Shahram Gilaninia et al‬اﻟﻌﻮاﻣﻞ اﻟﱵ ﺗﱪر أﳘﻴﺔ‬
‫ﺗﺴﻮﻳﻖ اﻟﻌﻼﻗﺎت إﱃ ﺛﻼﺛﺔ أﻧﻮاع رﺋﻴﺴﻴﺔ:‬
‫1. اﻟﺘﻐﻴﲑ ﰲ اﳌﻨﺎﻓﺴﺔ: اﻟﻮﺿﻊ اﻟﺘﻨﺎﻓﺴﻲ ﻣﻦ دﺧﻮل ﻣﻨﺎﻓﺴﻮ ن ﺟﺪد، ﺧﺼﻮ ﺻﺎ ﻣﻊ ﻋﻮﳌﺔ اﻟﺘﺠﺎرة.‬
‫2. اﻟﺘﻐﻴﲑ ﰲ اﻟﻌﻤﻼء: اﻟﻌﻤﻼء اﺻﺒﺤﻮا اﻛﺜﺮ ﺧﱪة و ﻣﻌﺮﻓﺔ ﺑﺘﻮﻓﺮ ﻣﻌﻠﻮﻣﺎت اﻛﺜﺮ ﻣﻦ اﳌﻨﺘﺠﺎت، ﳑﺎ‬
‫ﻧﺘﺞ ﻋﻨﻪ ﺗﻐﻴﲑ ﰲ اﻫﺘﻤﺎﻣﺎت اﻟﻌﻤﻼء.‬
‫اﻟﺻﻔﺣﺔ 4‬ ‫‪Hassan Ali SANHORI,e-mail:saniali2010@gmail.com, blog; umsudan.blogspot.com‬‬

5. ‫3. اﻟﺘﻐﻴﲑ ﰲ اﻟﺒﻴﺌﺔ اﻟﺘﺴﻮﻳﻘﻴﺔ: اﻟﺘﻐﲑات اﻟﱵ ﲢﺪث ﰲ ﺑﻴﺌﺔ اﻟﺘﺴﻮﻳﻖ ﻣﻦ ﺗﻐﲑات ﰲ اﻟﻌﻮاﻣﻞ‬
‫اﻻﻗﺘﺼﺎدﻳﺔ، اﻻﺟﺘﻤﺎﻋﻴﺔ، اﻟﺘﻜﻨﻠﻮﺟﻴﺎ، اﻟﺴﻴﺎﺳﻴﺔ ..اﱁ.‬
‫6 . ﻣﺮﺍﺣﻞ ﺗﻄﺒﻴﻖ ﺗﺴﻮﻳﻖ ﺍﻟﻌﻼﻗﺎﺕ:‬
‫ﺗﺘﺠﻪ اﳌﻨﺸﺎة ﺑﺘﻄﺒﻴﻘﻬﺎ ﻻﺳﱰ اﺗﻴﺠﻴﺔ ﺗﺴﻮﻳﻖ اﻟﻌﻼﻗﺎت إﱃ ﻛﻴﺰ ﻋﻠﻰ اﻟﻌﻤﻴﻞ، ﺑﺎﻟﺮﻏﻢ ﻣﻦ‬
‫اﻟﱰ‬
‫اﺳﱰاﺗﻴﺠﻴﺔ ﺗﺴﻮﻳﻖ اﻟﻌﻼﻗﺎت ﻣﻦ اﳒﺢ اﻻﺳﱰاﺗﻴﺠﻴﺎت اﻟﱵ ﳝﻜﻦ ان ﺗﺘﺒﻌﻬﺎ اﳌﻨﺸﺂت إﻻ ان ﻫﺬﻩ‬
‫اﳌﻨﺸﺄة ﺷﺮﳛﺔ/ ﺷﺮاﺋﺢ اﻟﺴﻮق اﳌﻨﺎﺳﺒﺔ ﻟﺘﻄﺒﻴﻖ اﺳﱰ اﺗﻴﺠﻴﺔ ﺗﺴﻮﻳﻖ اﻟﻌﻼﻗﺎت ﲟﺎ ﳛﻘﻖ رﲝﻴﺔ ﳍﺎ،‬
‫ﻻن اﻟﻐﺎﻳﺔ ﻣﻦ ﻫﺬﻩ اﻹﺳﱰاﺗﻴﺠﻴﺔ ﺗﻄﻮﻳﺮ إﻧﺘﺎﺟﻴﺔ اﻟﺘﺴﻮﻳﻖ و دﻋﻢ اﻟﻔﺎﺋﺪة اﳌﺘﺒﺎدﻟﺔ ﺑﲔ اﻷﻃﺮاف‬
‫) ,‪Atul Parvatiyar‬‬ ‫اﳌﻌﻨﻴﲔ ﺑﺎﻟﻌﻼﻗﺔ، ﺣﻴﺚ ﻳﺘﻢ ﺗﻄﺒﻴﻖ ﺗﺴﻮﻳﻖ اﻟﻌﻼﻗﺎت ﻣﻦ ﺧﻼل ﻣﺮﺣﻠﺘﲔ:‬
‫9991,‪(Ph.D‬‬
‫1. اﺧﺘﻴﺎر اﻟﻌﻤﻼء: ﲣﺪم اﳌﻨﺸﺂت ﻋﺪد اﻟﺸﺮاﺋﺢ ﰲ اﻟﺴﻮق و ﻛﻞ ﺷﺮﳛﺔ ﳝﻜﻦ ﺗﻘﺴﻴﻤﻬﺎ إﱃ‬
‫ﻗﻄﺎﻋﺎت أو ﻋﻤﻼء )ﺣﺴﺐ ﻧﻮع اﻟﺼﻨﺎﻋﺔ و ﺣﺠﻢ اﳌﻨﺸﺄة(، ﻣﻦ ﺧﻼل دراﺳﺔ ﻫﺬﻩ اﻟﻘﻄﺎﻋﺎت/‬
‫اﻟﻌﻤﻼء ﲣﺘﺎر اﻷﻧﺴﺐ ﻟﺘﻄﺒﻴﻖ اﺳﱰاﺗﻴﺠﻴﺔ ﺗﺴﻮﻳﻖ اﻟﻌﻼﻗﺎت.‬
‫2. ﺑﺮاﻣﺞ ﺗﺴﻮﻳﻖ اﻟﻌﻼﻗﺎت: ﺑﻌﺪ اﺧﺘﻴﺎر اﻟﻌﻤﻼء ﺗﻘﻮم اﳌﻨﺸﺄة وﺿﻊ ﺑﺮاﻣﺞ ﻣﺘﻜﺎﻣﻠﺔ ﻟﺘﻄﺒﻴﻖ‬
‫ﺗﺴﻮﻳﻖ اﻟﻌﻼﻗﺎت ﻣﻊ اﻟﻌﻤﻼء اﳌﺨﺘﺎرﻳﻦ ﻟﻠﱪﻧﺎﻣﺞ ﻳﺮاﻋﻲ ﻃﺒﻴﻌﺔ ﻛﻞ ﺷﺮﳛﺔ/ﻗﻄﺎع ﻣﻦ اﻟﻌﻤﻼء و‬
‫رﻏ ﺒ ﺎﻢ و ﺣﺘﻴ ﺟ ﺎﻢ اﳋﺎﺻﺔ.‬
‫ا ﺎ‬
‫7 . ﻋﻮﺍﻣﻞ ﳒﺎﺡ ﺗﺴﻮﻳﻖ ﺍﻟﻌﻼﻗﺎﺕ:‬
‫‪ (Shelby‬ﲦﺎﻧﻴﺔ ﻋﻮاﻣﻞ ﲤﺜﻞ أﺳﺎس ﳒﺎح اﺳﱰاﺗﻴﺠﻴﺔ ﺗﺴﻮﻳﻖ‬ ‫)‪D. Hunt et al‬‬ ‫ﺣﺪد‬
‫اﻟﻌﻼﻗﺎت:‬
‫1. ﻋﻮاﻣﻞ ﻋﻼﺋﻘﻴﺔ ) اﻟﺜﻘﺔ، اﻻﻟﺘﺰام ...اﱁ.(‬
‫اﻟﺻﻔﺣﺔ 5‬ ‫‪Hassan Ali SANHORI,e-mail:saniali2010@gmail.com, blog; umsudan.blogspot.com‬‬

6. ‫2. ﻋﻮاﻣﻞ ﻣﺼﺎدر )ﻣﺼﺎدر ﻣﻜﻤﻠﺔ، ﻣﺼﺎدر ﻣﺘﻤﻴﺰة ..اﱁ.(‬
‫3. ﻋﻮاﻣﻞ ﻗﺪرة ) ﻗﺪرات اﻟﺘﺤﺎﻟﻔﺎت، و اﻹﻣﻜﺎﻧﻴﺔ اﳌﺘﻌﻠﻘﺔ ﺑﺎﻟﺴﻮق(.‬
‫4. ﻋﻮاﻣﻞ اﻟﺘﺴﻮﻳﻖ اﻟﺪاﺧﻠﻲ.‬
‫5. ﻋﻮاﻣﻞ ﺗﻘﻨﻴﺔ اﳌﻌﻠﻮﻣﺎت ) اﻟﱪاﻣﺞ "‪ ،"CRM‬اﻷﺟﻬﺰة و اﳌﻌﺪات ...اﱁ.(‬
‫6. ﻋﻮاﻣﻞ اﻟﻌﺮوض اﻟﺘﺴﻮﻳﻘﻴﺔ )اﳉﻮدة، اﻻﺑﺘﻜﺎر ...اﱁ.(‬
‫7. اﻟﻌﻮاﻣﻞ اﻟﺘﺎرﳜﻴﺔ ) اﻟﺴﻠﻮك ...اﱁ(.‬
‫8. ﻋﻮاﻣﻞ اﻟﺴﻴﺎﺳﺔ اﻟﻌﺎﻣﺔ ) ﺣﻘﻮق اﳌﻠﻜﻴﺔ، ﻗﺎﻧﻮن اﻟﻌﻘﻮدات ...اﱁ.(‬
‫ﻛﻤﺎ ﰎ ﲢﺪﻳﺪ ﺳﺘﺔ ﻋﻮاﻣﻞ ﻟﻨﺠﺎح اﻟﻌﻼﻗﺎت اﻟﺘﺒﺎدﻟﻴﺔ ﻣﻊ اﻟﻌﻤﻼء:‬
‫ﻫﻲ اﻟﺜﻘﺔ، اﻻﻟﺘﺰام، اﻟﺘﻌﺎون، ﺣﻔﻆ اﻟﻮﻋﻮد، ﻛﺔ اﻟﻘﻴﻢ و اﻻﺗﺼﺎل.‬
‫ﻣﺸﺎر‬
‫8 . ﻋﻮﺍﻣﻞ ﻓﺸﻞ ﺗﺴﻮﻳﻖ ﺍﻟﻌﻼﻗﺎﺕ:‬
‫‪Nelson and Kirkby‬‬ ‫ﺗﻄﺒﻴﻖ اﺳﱰاﺗﻴﺠﻴﺔ ﺗﺴﻮﻳﻖ اﻟﻌﻼﻗﺎت ﳛﺘﺎج إﱃ ﻓﻬﻢ ﻣﺘﻜﺎﻣﻞ و ﻗﺪ ﺣﺪد )‬
‫)1002(( ﺳﺒﻌﺔ أﺳﺒﺎب ﻟﻔﺸﻞ ﺗﺴﻮﻳﻖ اﻟﻌﻼﻗﺎت:‬
‫1. ﲡﺎﻫﻞ اﻟﺒﻴﺎﻧﺎت: ﺗﺴﻮﻳﻖ اﻟﻌﻼﻗﺎت ﻳﻌﺘﻤﺪ ﰲ اﻷﺳﺎس ﻋﻠﻰ ﺑﻴﺎﻧﺎت اﻟﻌﻤﻼء، ﺑﻴﺎﻧﺎت اﳌﻨﺘﺞ،‬
‫ﺑﻴﺎﻧﺎت اﻟﺘﺒﺎدل ...اﱁ. ﳚﺐ ان ﺗﺘﻮﻓﺮ اﻟﺒﻴﺎﻧﺎت وﻓﻖ ﻣﻌﺎﻳﲑ ﻋﻠﻤﻴﺔ ﻟﺘﺤﻘﻖ اﻟﻔﺎﺋﺪة ﻣﻦ ﲣﺰﻳﻨﻬﺎ.‬
‫2. اﻟﺴﻴﺎﺳﺎت اﻟﺪاﺧﻠﻴﺔ ﻟﻠﻤﻨﺸﺄة: ﻻﺑﺪ ان ﺗﺘﻮ اﻓﻖ اﻟﺴﻴﺎﺳﺎت اﻟﺪاﺧﻠﻴﺔ ﻟﻠﻤﻨﺸﺄة ﻣﻊ اﺳﱰ اﺗﻴﺠﻴﺔ‬
‫ﺗﺴﻮ ﻳﻖ اﻟﻌﻼﻗﺎت.‬
‫3. ﻋﺪم ﺗﻜﺎﻣﻞ اﻟﻌﻤﻞ ﺑﲔ إدارة ﺗﻘﻨﻴﺔ اﳌﻌﻠﻮﻣﺎت و اﳌﻮﻇﻔﲔ اﻷﺧﺮﻳﻦ: ﺗﻌﺘﻤﺪ اﺳﱰاﺗﻴﺠﻴﺔ ﺗﺴﻮﻳﻖ‬
‫اﻟﻌﻼﻗﺎت ﻋﻠﻰ ﺗﻜﻨﻠﻮﺟﻴﺎ اﳌﻌﻠﻮﻣﺎت و ﺑﺎﻟﺘﺎﱄ ﻻﺑﺪ ان ﻳﺸﺎرك اﳌﻮﻇﻔﲔ ﰲ إﺧﺘﻴﺎر اﻟﺘﻜﻨﻠﻮﺟﻴﺎ‬
‫اﳌﻨﺎﺳﺒﺔ ﻟﻌﻤﻠﻬﻢ.‬
‫4. ﻻ ﺗﻮﺟﺪ ﺧﻄﺔ: ﻓﻮاﺋﺪ اﺳﱰاﺗﻴﺠﻴﺔ ﺗﺴﻮﻳﻖ اﻟﻌﻼﻗﺎت ﺗﻈﻬﺮ ﻋﻠﻰ اﳌﺪى اﻟﺒﻌﻴﺪ، و ﻋﻠﻴﻪ ﻻﺑﺪ ﻣﻦ‬
‫وﺿﻊ ﺧﻄﺔ ﻋﻤﻞ ﳌﺪة ﺛﻼﺛﺔ ﺳﻨﻮات ﻛﺤﺪ ادﱏ.‬
‫اﻟﺻﻔﺣﺔ 6‬ ‫‪Hassan Ali SANHORI,e-mail:saniali2010@gmail.com, blog; umsudan.blogspot.com‬‬

7. ‫5. ﺗﻄﺒﻴﻖ ﺗﺴﻮﻳﻖ اﻟﻌﻼﻗﺎت ﻟﻠﻤﻨﺸﺄة و ﻟﻴﺲ ﻟﻠﻌﻤﻴﻞ: ﺗﺴﻮﻳﻖ اﻟﻌﻼﻗﺎت ﻳﺮﺗﻜﺰ ﻋﻠﻰ اﻟﻌﻼﻗﺔ ﻣﻊ‬
‫اﻟﻌﻤﻼء، و ﻋﻠﻴﻪ ﻻ ﳚﺐ ان ﻳﻄﺒﻖ ﺗﺴﻮﻳﻖ اﻟﻌﻼﻗﺎت ﳊﻞ ﻣﺸﺎﻛﻞ اﳌﻨﺸﺄة اﻟﺪاﺧﻠﻴﺔ، )ﻣﻊ ﻣﺮاﻋﺎة‬
(.‫اﺳﱰاﺗﻴﺠﻴﺔ رﺿﺎء اﳌﻮﻇﻔﲔ‬
‫6. اﻟﺘﺤﻮﻳﻞ اﻷﱄ ﻟﻠﻌﻤﻠﻴﺎت اﳋﺎﻃﺌﺔ: ﻣﻌﻈﻢ اﳌﻨﺸﺂت ﻟﺪﻳﻬﺎ ﻋﻤﻠﻴﺎت ﻛﺰ ﻋﻠﻰ اﻟﻌﻤﻴﻞ، و ﻣﻊ‬
‫ﺗﺮ‬
‫ﻣﺮور اﻟﺰﻣﻦ ﻻ ﺗﻘﻮم ﻫﺬﻩ اﻟﻌﻤﻠﻴﺎت ﺑﺘﺤﻘﻴﻖ أﻫﺪاﻓﻬﺎ، ﻻﺑﺪ ﻣﺮاﺟﻌﺔ ﻫﺬﻩ اﻟﻌﻤﻠﻴﺎت و اﺳﺘﺒﻌﺎد اﻟﱵ‬
.‫ﻻ ﺗﺘﻮاﻓﻖ ﻣﻊ اﺳﱰاﺗﻴﺠﻴﺔ ﺗﺴﻮﻳﻖ اﻟﻌﻼﻗﺎت‬
‫7. ﻋﺪم اﻻﻫﺘﻤﺎم ﺑﺎﻟﻘﺪرات: ﺗﻀﻊ اﻹدارة‬
‫ﺗﺄﻫﻴﻞ اﳌﻮﻇﻔﲔ ﺧﺼﻮﺻﺎ اﻟﺬﻳﻦ ﻳﺘﻌﺎﻣﻠﻮن ﻣﻊ اﻟﻌﻤﻼء ﻣﺒﺎﺷﺮة، ﻻﺑﺪ ﻣﻦ وﺟﻮد ﺑﺮاﻣﺞ ﻟﺪورات ﺗﺪرﻳﺒﺔ‬
.‫ﻣﺴﺘﻤﺮة ﻟﺮﻓﻊ ﻛﻔﺎءة اﳌﻮﻇﻔﲔ‬
:‫اﻟﻤﺮاﺟﻊ‬
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7 ‫اﻟﺻﻔﺣﺔ‬ Hassan Ali SANHORI,e-mail:saniali2010@gmail.com, blog; umsudan.blogspot.com

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8 ‫اﻟﺻﻔﺣﺔ‬ Hassan Ali SANHORI,e-mail:saniali2010@gmail.com, blog; umsudan.blogspot.com