为确保关系营销策略在通力船用电梯的顺利实施,笔者又继而提出了企业全面的
质量管理和客户满意度调查,力求关系营销策略达到既定效果。
关键词:关系营销,客户关系管理,船用电梯
作 者:杨 凯
指导教师:李晓峰
Abstract
As the external relationships of company becomes more and more complex, and the
competitions are fierce as well. The traditional marketing theory is difficult to help
companies gain business advantage in nowadays market. In this paper, the writer combine
the relationship marketing strategy and KONE market real situation, using scientific
research methods based on relationship marketing theory, through make SWOT analysis of
KONE marine elevator , identify the main problems in company, differentiate customers’
needs, use customer relationship management tool to optimize the marketing
efficiency ,establish two-way communication channels, set customer loyalty index as the
goal, propose the marketing strategic planning and implementation for KONE marine
elevators relationship marketing.
To make sure the relationship marketing strategy can be conduct smoothly in KONE
marine elevator, the writer also propose totally quality management and customer loyalty
survey, in order to achieve the effect of relationship marketing strategy.
Key words:Relationship Marketing, customer relationship management , Marine
elevator
Written by Yang Kai
Supervised by Li Xiaofeng