金钻管业市场关系营销研究

发布时间：2018-09-09 19:00

【摘要】：经济飞速发展，随着塑料工艺的更新和技术的进步，塑料管道在排水、给水、燃气、光缆、埋地电力等管道网络领域的被广泛使用。我国是全球塑料生产和使用的大国，宏观政策上对金属管道的限制性使用和市场上塑料管道的优良性能得到了广泛认可，更使得塑料管道行业获得了前所未有的发展机会。随着城镇化进程的推进，各领域对塑料管道的需求扩张之势增长明显。良好的市场发展空间，巨大的市场需求，伴随着日益加剧的市场竞争。管业市场各类塑料管道生产企业迅速增加，市场供应能力增强，对于市场的占领和争夺使得金钻管业只有在竞争中领先一步获得主动权才能立于不败之地。市场的运行是参与经济活动的各个主体之间为了进行交换而开展的关系的建立、维护、终止的过程。以交换为市场运行的中心，各经济利益体关系在不断变化，关系的主体就是企业、政府、个体，其中企业根据在产业链中的不同位置有供应商、生产商、中间商等。在金钻管业所处的产业链中，与金钻相关的主体有供应商、经销商、大客户等，，在关系网络的构建和维护以及推进中能否获得优势关系到金钻管业的短期效益好坏，也关系到是否能获得在发展的机会。本文以金钻管业为案例，首先，基于市场关系营销的相关理论基础，采用PEST和SWOT对金钻管业的营销环境进行了详细的分析；其次，运用市场关系营销理论进行分析，发现金钻管业在大客户关系营销、分销商关系营销和内部关系营销中存在的问题和不足；最后，我们针对金钻管业营销环境，构建了客户关系，分销商关系，内部关系的关系营销模式，然后提出了加强服务意识，树立正确的关系营销理念，建立健全营销队伍、合理设置人员结构以及健全的激励机制等保障措施。
[Abstract]:With the rapid development of economy, with the renewal of plastic technology and the progress of technology, plastic pipes are widely used in the field of drainage, water supply, gas, optical cable, buried power and other pipeline networks. China is a large country in plastic production and use in the world. The restrictive use of metal pipes and the excellent performance of plastic pipes in the market have been widely recognized in macro policies, which has made the plastic pipeline industry obtain unprecedented development opportunities. With the development of urbanization, the demand for plastic pipes is increasing obviously. Good market development space, huge market demand, accompanied by increasing market competition. All kinds of plastic pipe manufacturing enterprises in pipe industry market are increasing rapidly and the market supply ability is enhanced. The occupation and competition of the market make the gold drill pipe industry only get the initiative in the competition to win an invincible position. The operation of the market is the process of establishing, maintaining and terminating the relationship between the main bodies involved in economic activities in order to exchange. With the exchange as the center of market operation, the relationship between economic interests is constantly changing. The main body of the relationship is enterprise, government and individual, among which enterprises have suppliers, producers, middlemen and so on according to different positions in the industrial chain. In the industry chain of gold drill pipe industry, the main bodies related to gold drill are suppliers, dealers, large customers, etc. Whether or not the advantages in the construction and maintenance of the relationship network will affect the short-term benefits of the gold drill pipe industry. It's also about whether you can get opportunities in development. Firstly, based on the related theory foundation of market relationship marketing, the paper uses PEST and SWOT to analyze the marketing environment of gold drill pipe industry in detail; secondly, it analyzes the marketing environment of gold drill pipe industry by using the theory of relationship marketing. The problems and shortcomings of cash drilling pipe industry in the marketing of large customer relationship, distributor relationship and internal relationship. Finally, we build customer relationship and distributor relationship in view of the marketing environment of gold drill pipe industry. The relationship marketing model of internal relationship is put forward, and the guarantee measures such as strengthening service consciousness, establishing correct relationship marketing idea, establishing and perfecting marketing team, rationally setting up personnel structure and sound incentive mechanism are put forward.
【学位授予单位】：湘潭大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F426.92

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