A专业会议组织公司关系营销策略研究

发布时间：2017-12-31 10:33

本文关键词：A专业会议组织公司关系营销策略研究　出处：《西南交通大学》2015年硕士论文　论文类型：学位论文

【摘要】：在大数据和信息技术的驱动下,互联网经济悄然来临,工业进入了4.0时代,传统的制造业、服务业都经受到巨大的颠覆。在市场信息透明化程度越来越高的情况下,客户选择产品和服务的机会变得繁多,消费行为亦出现翻天覆地的变化,企业之间的竞争随之也愈加剧烈,其生存和发展都受到了前所未有的挑战。在这种新的竞争环境下,以传统的营销理念来经营企业显然已经不合时宜,一些有远见卓识的国内企业为了提高市场竞争力,纷纷运用“关系营销理念”来指导企业的市场行为,并在实践中逐步摸索出一套适合其自身行业特点的关系营销方案,以谋可持续发展。全面关系营销是市场营销的拓展和延伸,它指出企业是在一个关系网络下进行生产、销售活动,这张关系网包含消费者、供应商、分销商、竞争者、政府机构及其他公众,企业要想赢得市场并保持可持续发展,必须注重建立和发展与这些公众的良好关系。本文以国内A典型专业会议组织公司为研究对象,试着从会议产业这一特殊领域出发来分析关系营销理论以及实际应用。首先从宏观角度出发,根据PEST分析法及波特五力模型分析了会议行业的整体外部竞争环境,接着从企业微观角度着手,结合SWOT分析法,从竞争优势、劣势、机会和威胁四大角度重新梳理A公司目前存在的内部、外部优劣势,并根据A公司的实际情况提出了相对合理的关系营销解决方案。特别是在客户关系营销中,通过识别策略、沟通策略、承诺策略、价值策略以及退出策略五大组合策略,不仅构建出区分重点客户和潜在客户的有效工具、并提出利用互联网工具促进与客户间的交流,提高粘合度；且在承诺策略上强调了敢于100%地给客户承诺。在针对供应商关系营销策略方面,提出了“超级采购”策略,建立更深远的长期合作伙伴关系；与竞争者关系上推崇“竞合”理念,力争营造合作共赢的竞争环境。最后,本文提出关系营销方案实施过程中的几点保障措施,是对关系营销战略的顺利实施有效补充。作者根据关系营销理论对A公司的营销战略提出的相关建议和措施,为企业决策层开展市场营销工作提供了新的思路和方向,有效推动A会议公司的营销战略实施,促进企业可持续健康发展,同时也对我国会议行业企业实施关系营销具有一定的借鉴意义。
[Abstract]:Driven by big data and information technology, the Internet economy has quietly arrived, and industry has entered the 4.0 era, the traditional manufacturing industry. The service industry has undergone a tremendous disruption. With the increasing transparency of market information, customers' choice of products and services has become numerous, and consumer behavior has changed dramatically. The competition between enterprises is becoming more and more intense, and their survival and development are facing unprecedented challenges. In this new competitive environment, it is obviously out of date to operate enterprises with traditional marketing ideas. In order to improve the market competitiveness, some far-sighted domestic enterprises have used the "relationship marketing concept" to guide their market behavior. And in practice gradually find out a suit of its own industry characteristics of the relationship marketing program in order to achieve sustainable development. Comprehensive relationship marketing is the expansion and extension of marketing. It points out that businesses are engaged in production and marketing activities under a network of relationships that include consumers, suppliers, distributors, competitors, government agencies and other members of the public. In order to win the market and maintain sustainable development, enterprises must pay attention to the establishment and development of good relations with these public. Try to analyze the relationship marketing theory and practical application from the conference industry, which is a special field. First, from the macro point of view. According to the PEST analysis method and Porter's five-force model, this paper analyzes the overall external competitive environment of the conference industry, and then from the micro point of view of the enterprise, combined with SWOT analysis, from the competitive advantages and disadvantages. Opportunity and threat four angles of re-combing the existing internal and external advantages and disadvantages of A company, and according to the actual situation of A company to put forward a relatively reasonable relationship marketing solution, especially in customer relationship marketing. By identifying strategy, communication strategy, commitment strategy, value strategy and exit strategy, we not only build effective tools to distinguish key customers from potential customers. Using Internet tools to promote communication with customers and improve the degree of adhesion; In terms of commitment strategy, it emphasizes the commitment of 100% to customers. In terms of supplier relationship marketing strategy, it puts forward the "super purchasing" strategy to establish a more far-reaching long-term partnership; Promote the concept of "competition and cooperation" in the relationship with competitors, and strive to create a win-win competition environment. Finally, this paper puts forward some safeguard measures in the implementation of relationship marketing program. It is an effective supplement to the successful implementation of the relationship marketing strategy. The author puts forward some suggestions and measures on the marketing strategy of company A according to the theory of relationship marketing. It provides a new way of thinking and direction for enterprise decision-making to carry out marketing work, effectively promotes the implementation of marketing strategy of Conference A Company, and promotes the sustainable and healthy development of enterprises. At the same time, it also has certain reference significance for the implementation of relationship marketing in the conference industry enterprises of our country.
【学位授予单位】：西南交通大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F713.7

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