安徽省屯溪高压阀门有限公司关系营销模式研究
发布时间：2018-08-27 19:14
【摘要】：当今经济社会发生着巨大的变化,传统营销组合越来越难以适应复杂多变的市场营销环境,当今最热门的关系营销理论对传统的营销观念进行了革新。关系营销是以建立、维护、改善、调整“关系”为核心,以无形的感情、承诺、信任等为交换的基础,在一个长期持续的过程中,强调买卖双方长期的互惠互利,致力于发展和强化连续的、持久的顾客关系的长期营销战略。它是把营销活动看成是公司与顾客、供应商、分销商、竞争者、影响者及内部员工等发生互动作用的过程,其核心是建立和发展与这些组织的良好关系。随着中国长期高速的经济增长对能源的需求,建设节约型社会越来越得到大力提倡,加快发展石油天然气是我国能源供应体系建设和发展的重点。国家西气东输等工程需要用到大量管线球阀,管线阀门市场前景广阔。但是由于目前市场上同类企业众多,竞争非常激烈。本文以安徽省屯阀高压阀门有限公司作为研究对象,深入分析了该公司的经营现状。为适应市场需求,增强市场竞争力,在坚持全焊接球阀作为企业龙头产品的基础上,提出了采取关系营销的策略,在企业内外部进行了具体实施,取得了良好的效果。本文的研究对于相关企业开展关系营销具有一定的借鉴意义。
[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.
【学位授予单位】：电子科技大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.4
本文编号：2208187
[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.
【学位授予单位】：电子科技大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.4
【参考文献】
相关期刊论文 前1条
1 庄贵军;关系市场与关系营销组合:关系营销的一个理论模型[J];当代经济科学;2002年03期
，本文编号：2208187
本文链接：https://www.wllwen.com/guanlilunwen/shengchanguanlilunwen/2208187.html
