基于客户关系管理的株冶集团关系营销策略研究

发布时间：2018-01-10 10:28

本文关键词：基于客户关系管理的株冶集团关系营销策略研究　出处：《中南大学》2013年硕士论文　论文类型：学位论文

【摘要】：在市场经济不断拓展的背景下,不论何种产品,其市场都呈现出多样化趋势,客户亦出现多样化、个性化需求,因此产品的市场竞争激烈程度越来越高。在这样的背景下,越来越多优秀的企业意识到仅仅依靠优异的产品质量并不能保证企业可以获得持续的竞争力和核心的竞争优势,客户在市场的开拓和企业的发展中占据了越来越重要的地位,甚至成为了关乎公司生存和发展的关键资源之一。如何与客户展开沟通,如何与客户建立长期有效稳定可靠的合作关系,如何针对客户展开客户关系营销策略。这一系列问题已经成为了企业管理层尤其是营销管理者所不得不考虑的关键课题。本文以株冶集团为研究对象,分析了其开展“关系营销”策略的相关问题。论文首先系统的梳理了客户关系营销的相关基础理论,总结出了客户关系管理与客户关系营销之间的联系,奠定了关系营销策略研究的基础。在此基础上,分析了株冶集团在经营尤其是营销方面遇到的困难和存在的问题,总结出株冶集团现有客户管理方面的不足,以及现有客户管理模式在市场营销方面所导致的后果。基于这些事实,本文认为在客户关系管理理念的指导下实行客户关系营销策略可以解决上述问题。然后,本文通过对株冶集团的客户关系和客户关系管理进行了分析,结合株冶集团的实际情况,提出了企业实施客户关系营销的五项具体方案：建立株冶集团客户信息数据库；评估株冶集团客户价值和客户细分；管理株冶集团与客户的关系拓展营销市场；建立长期稳定客户关系的市场营销策略；五、建立客户退出管理。通过建立株冶集团的关系营销策略,力争全面、系统地为株冶集团开展客户关系营销提供指导。本文以株冶集团如何发展与客户的关系为研究核心,以提高株冶集团的核心竞争力和市场占有率为研究目标,诠释了株冶集团实施客户关系营销的必要性,设计了株冶集团实施关系营销策略的具体办法,以期对株冶集团在制定和实施营销策略的过程中有所帮助和借鉴。
[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.

【学位授予单位】：中南大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.3

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