【摘要】：當(dāng)今經(jīng)濟社會發(fā)生著巨大的變化,傳統(tǒng)營銷組合越來越難以適應(yīng)復(fù)雜多變的市場營銷環(huán)境,當(dāng)今最熱門的關(guān)系營銷理論對傳統(tǒng)的營銷觀念進行了革新。關(guān)系營銷是以建立、維護、改善、調(diào)整“關(guān)系”為核心,以無形的感情、承諾、信任等為交換的基礎(chǔ),在一個長期持續(xù)的過程中,強調(diào)買賣雙方長期的互惠互利,致力于發(fā)展和強化連續(xù)的、持久的顧客關(guān)系的長期營銷戰(zhàn)略。它是把營銷活動看成是公司與顧客、供應(yīng)商、分銷商、競爭者、影響者及內(nèi)部員工等發(fā)生互動作用的過程,其核心是建立和發(fā)展與這些組織的良好關(guān)系。隨著中國長期高速的經(jīng)濟增長對能源的需求,建設(shè)節(jié)約型社會越來越得到大力提倡,加快發(fā)展石油天然氣是我國能源供應(yīng)體系建設(shè)和發(fā)展的重點。國家西氣東輸?shù)裙こ绦枰玫酱罅抗芫�球閥,管線閥門市場前景廣闊。但是由于目前市場上同類企業(yè)眾多,競爭非常激烈。本文以安徽省屯閥高壓閥門有限公司作為研究對象,深入分析了該公司的經(jīng)營現(xiàn)狀。為適應(yīng)市場需求,增強市場競爭力,在堅持全焊接球閥作為企業(yè)龍頭產(chǎn)品的基礎(chǔ)上,提出了采取關(guān)系營銷的策略,在企業(yè)內(nèi)外部進行了具體實施,取得了良好的效果。本文的研究對于相關(guān)企業(yè)開展關(guān)系營銷具有一定的借鑒意義。
[Abstract]:Nowadays, great changes have taken place in the economy and society, and the traditional marketing combination is becoming more and more difficult to adapt to the complicated and changeable marketing environment. Nowadays, the most popular relationship marketing theory has innovated the traditional marketing concept. Relationship marketing is to establish, maintain, improve and adjust the "relationship" as the core, with intangible feelings, commitments, trust as the basis of exchange, in a long-term continuous process, emphasizing the long-term mutual benefit between the buyer and seller. Committed to the development and strengthening of continuous, lasting customer relationship of the long-term marketing strategy. It regards marketing activities as a process of interaction between companies and customers, suppliers, distributors, competitors, influencers and internal employees. The core of which is to establish and develop good relations with these organizations. With China's long-term rapid economic growth of energy demand, the construction of a more and more energy-saving society has been strongly advocated, accelerating the development of oil and natural gas is the focus of energy supply system construction and development in China. A large number of pipeline ball valves need to be used in national west-to-east gas transmission projects, and pipeline valves have broad market prospects. However, due to the current market of similar enterprises, the competition is very fierce. In this paper, Anhui Tun Valve High pressure Valves Co., Ltd. as a research object, in-depth analysis of the company's business situation. In order to meet the needs of the market and enhance the market competitiveness, on the basis of sticking to the all-welded ball valve as the leading product of the enterprise, the strategy of adopting relational marketing is put forward, and the concrete implementation is carried out inside and outside the enterprise, and good results are obtained. The research of this paper has certain reference significance for related enterprises to carry out relationship marketing.
【學(xué)位授予單位】：電子科技大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F274;F426.4

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本文編號：2208187