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  本文關鍵詞：基于客戶關系管理的株冶集團關系營銷策略研究　出處：《中南大學》2013年碩士論文　論文類型：學位論文

  更多相關文章： 株冶集團 客戶價值 客戶關系管理 關系營銷

【摘要】：在市場經(jīng)濟不斷拓展的背景下,不論何種產(chǎn)品,其市場都呈現(xiàn)出多樣化趨勢,客戶亦出現(xiàn)多樣化、個性化需求,因此產(chǎn)品的市場競爭激烈程度越來越高。在這樣的背景下,越來越多優(yōu)秀的企業(yè)意識到僅僅依靠優(yōu)異的產(chǎn)品質量并不能保證企業(yè)可以獲得持續(xù)的競爭力和核心的競爭優(yōu)勢,客戶在市場的開拓和企業(yè)的發(fā)展中占據(jù)了越來越重要的地位,甚至成為了關乎公司生存和發(fā)展的關鍵資源之一。如何與客戶展開溝通,如何與客戶建立長期有效穩(wěn)定可靠的合作關系,如何針對客戶展開客戶關系營銷策略。這一系列問題已經(jīng)成為了企業(yè)管理層尤其是營銷管理者所不得不考慮的關鍵課題。 本文以株冶集團為研究對象,分析了其開展“關系營銷”策略的相關問題。論文首先系統(tǒng)的梳理了客戶關系營銷的相關基礎理論,總結出了客戶關系管理與客戶關系營銷之間的聯(lián)系,奠定了關系營銷策略研究的基礎。在此基礎上,分析了株冶集團在經(jīng)營尤其是營銷方面遇到的困難和存在的問題,總結出株冶集團現(xiàn)有客戶管理方面的不足,以及現(xiàn)有客戶管理模式在市場營銷方面所導致的后果�；谶@些事實,本文認為在客戶關系管理理念的指導下實行客戶關系營銷策略可以解決上述問題。然后,本文通過對株冶集團的客戶關系和客戶關系管理進行了分析,結合株冶集團的實際情況,提出了企業(yè)實施客戶關系營銷的五項具體方案：建立株冶集團客戶信息數(shù)據(jù)庫；評估株冶集團客戶價值和客戶細分；管理株冶集團與客戶的關系拓展營銷市場；建立長期穩(wěn)定客戶關系的市場營銷策略；五、建立客戶退出管理。通過建立株冶集團的關系營銷策略,力爭全面、系統(tǒng)地為株冶集團開展客戶關系營銷提供指導。 本文以株冶集團如何發(fā)展與客戶的關系為研究核心,以提高株冶集團的核心競爭力和市場占有率為研究目標,詮釋了株冶集團實施客戶關系營銷的必要性,設計了株冶集團實施關系營銷策略的具體辦法,以期對株冶集團在制定和實施營銷策略的過程中有所幫助和借鑒。
[Abstract]:In the market economic development background, regardless of the type of product, the market is showing a trend of diversity, customers also appear diversification, personalized demand, so the product market competition more and more intense. In this background, more and more excellent corporate consciousness that only relying on excellent product quality can not guarantee enterprises you can get the core competitiveness and sustainable competitive advantage, customers in the market development and the development of enterprises plays a more and more important role, and even become one of the company's survival and development of key resources. How to communicate with customers, how to establish effective long-term stable cooperative relationship with customers, to customer relationship marketing according to the customer. This strategy launched a series of problems has become the enterprise management especially the key issues of marketing managers have to consider.
In this paper, Zhuzhou Smelter Group as the research object, analyzes the development problems related to "relationship marketing" strategy. Firstly, the system combing the basic theory of customer relationship marketing, summed up the relationship between customer relationship management and customer relationship marketing, laid the foundation of the relationship marketing strategy research. Based on this analysis. The Zhuzhou Smelter Group in business especially the marketing difficulties and problems, summed up the deficiencies of existing customer management in Zhuzhou Smelter Group, and the consequences of existing customer management pattern resulting in marketing. Based on these facts, this paper argues that the introduction of customer relationship marketing strategy in customer relationship management under the guidance of the concept of can to solve the above problems. Then, this paper based on the analysis of Zhuzhou Smelter Group Customer Relationship and customer relationship management, combined with the actual situation of Zhuzhou Smelter Group,. Out of the five specific schemes for enterprises to carry out customer relationship marketing: a line customer information database for Metallurgical Group; Zhuzhou Smelter Group assessment of customer value and customer relationship management segment; Zhuzhou Smelter Group with customers to expand marketing market; establish a long-term and stable customer relationship marketing strategy; five, the establishment of customer relationship marketing management through the exit. Strategy, establishment of Zhuzhou Smelter Group and strive to fully, systematically provide guidance for Zhuzhou Smelter Group to carry out customer relationship marketing.
In this paper, Zhuzhou Smelter Group how to develop relationships with customers as the core, to enhance the core competitiveness and market share of Zhuzhou Smelter Group as the research object, explains the necessity of Zhuzhou Smelter Group implementation of customer relationship marketing, relationship marketing strategy design of specific measures for the implementation of Zhuzhou Smelter Group, in order to Zhuzhou Smelter Group in the formulation and implementation of marketing strategies in the process of help and reference.

【學位授予單位】：中南大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F274;F426.3

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本文編號：1404924