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MBA硕士毕业论文_电气公司关系营销策略研究PDF

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关系营销理论所倡导的长期、共同发展理念在日趋激烈的市场竞争环境下受到企业 的普遍关注。企业与内外部各利益相关群体开展良性互动,建立长期稳定的伙伴关系, 在实现企业财务绩效目标的同时,实现多方共赢、共同发展的目标是当今企业营销的重 要指导思想之一。 本文以关系营销理论为基础,针对Q电气公司的实际情况,采取理论与实践相结合 的研究方法,对Q电气公司在母线槽行业内开展关系营销的实际策略进行研究。本文 从研究关系营销的理论发展及相关理论模型开始,继而对Q电气公司的经营发展状况, 以及其战略发展的母线槽业务营销特点、行业竞争情况做深入的分析,接着以客户和员 工两大关系营销市场为重点,对Q电气公司的六大关系营销市场现状进行全面剖析,找 出其关系营销存在的问题。最后,针对Q电气公司存在的关系营销问题,结合其所处的 营销环境特点和自身的优劣势情况,制定出Q电气公司在客户市场、内部员工市场以及 其他关系市场上具体的关系营销策略,并根据制定出的策略提出了相应的实施保障措 施。 本文所研究的Q电气公司遇到的关系营销问题也是行业内许多类似企业普遍面临 的问题,希望本文研究所提出的相关策略措施能为行业内其他类似企业有效地开展关系 营销活动提供一定的参考。 关键词:关系营销;客户关系;营销策略;Q电气公司 II RESEARCHONRELATIONSHIPMARKETINGSTRATEGY OFQELECTRICCOMPANY ABSTRACT Theconceptoflong-termandCo-developmentadvocatedbytherelationshipmarketing theoryhasreceivedwidespreadattentionfromenterprisesinanincreasinglycompetitive marketeconomy.Itisoneoftheimportantguidingideologyfortoday'scorporatemarketing toconductpositiveinteractionswithvariousinterestedrelatedgroupsinsideandoutsidethe enterprise,andthecompanyhopestoachievemulti-partywin-winandCo-developmentwhile achievingitsfinancialperformancegoals. Basedonthetheoryofrelationshipmarketing,aimingattheactualsituationofQelectric company,thispaperadoptsthemethodofcombiningtheorywithpracticetostudytheactual strategyofQelectriccompanytocarryoutrelationshipmarketinginbuswayindustry.This paperstartsfromthetheoreticaldevelopmentandrelevanttheoreticalmodelsofrelationship marketing,andthenmakesanin-depthanalysisofQElectric'sbusinessdevelopmentstatus andmarketingcharacteristicsandindustrycompetitionofitsstrategicdevelopmentbusiness ofbuswayproduct.Focusingonthetworelationshipmarketingmarketsofcustomersand internalemployees,thisarticlecomprehensivelyanalyzesthecurrentsituationofthesix majorrelationshipmarketingmarketsofQElectricCompanyandfindouttheproblemswith itsrelationshipmarketing.Then,thisarticleformulatesQElectric'sspecificrelationship marketingstrategiesaimingattheexistingrelationshipmarketingproblemsofQelectric companyinthecustomermarket,internalemployeemarket,andotherrelatedmarketswith themethodofcombiningtheorywithpractice.Thesestrategiesarebasedonthe environmentalcharacteristicsofQElectricCompanyanditsownadvantagesand disadvantages.Finally,Correspondingimplementationguaranteemeasuresofthestrategies arealsoputforward. ThemarketingproblemsencounteredbyQElectricCompanystudiedinthisarticleare alsocommonproblemsfacedbymanysimilarcompaniesintheindustry.Itishopedthatthe III relatedstrategiesandmeasuresproposedinthisarticlecanprovideacertainreferencefor othercompaniesintheindustrytoeffectivelyconductrelationshipmarketingactivities. KEYWORDS:RelationshipMarketing;CustomerRelationship;Marketing Strategy;QElectricCompany IV 目录 摘要..........................................................................................................................................I ABSTRACT..................................................................................................................................II 第一章绪论.........................................................................................................................1 1.1选题背景及研究意义...................................................................................................1 1.1.1选题背景............................................................................................................1 1.1.2研究的意义........................................................................................................2 1.1.3研究的创新点....................................................................................................2 1.2研究内容、方法及技术路线.......................................................................................3 1.2.1本文研究内容构成............................................................................................3 1.2.2研究的方法和技术路线....................................................................................3 第二章关系营销相关理论及文献综述..................................................................................5 2.1关系营销理论概述......................................................................................................5 2.1.1关系营销理论的形成与发展............................................................................5 2.1.2关系营销理论的内涵........................................................................................6 2.1.3关系营销相关理论............................................................................................7 2.2工业品营销概述.........................................................................................................12 2.2.1工业品营销特征..............................................................................................12 2.2.2工业品市场客户购买行为..............................................................................13 2.3国内工业品关系营销的理论及应用研究情况.........................................................15 2.3.1国内工业品关系营销的理论发展研究情况..................................................15 2.3.2国内工业品关系营销的应用策略研究情况.................................................16 第三章Q电气公司经营的情况及环境分析.......................................................................18 3.1Q电气公司概况.........................................................................................................18 3.1.1Q电气公司简介..............................................................................................18 3.1.2Q电气公司经营发展状况..............................................................................18 3.1.3Q电气公司母线槽业务发展现状分析..........................................................19 3.2母线槽产品特征及市场需求来源分析....................................................................20 V 3.2.1母线槽产品特征分析......................................................................................20 3.2.2母线槽产品的市场需求来源分析..................................................................21 3.3Q电气公司母线槽客户类型分析.............................................................................22 3.4Q电气公司母线槽客户购买特征分析.....................................................................24 3.5母线槽行业的竞争环境分析....................................................................................27 3.5.1行业内竞争者间的情况分析..........................................................................27 3.5.2供应商议价能力情况分析..............................................................................28 3.5.3购买者议价能力情况分析..............................................................................28 3.5.4新进者威胁情况分析......................................................................................29 3.5.5替代品威胁情况分析......................................................................................29 3.6Q电气公司母线槽营销SWOT分析...........................................................................30 第四章Q电气公司关系营销现状及问题分析.....................................................................32 4.1Q电气公司客户关系营销现状及问题.....................................................................32 4.1.1客户关系营销现状..........................................................................................32 4.1.2客户关系营销存在的问题分析......................................................................33 4.2Q电气公司内部关系营销现状及问题.....................................................................36 4.2.1内部关系营销现状..........................................................................................36 4.2.2内部关系营销存在的问题分析......................................................................37 4.3Q电气公司其他关系营销现状及问题.....................................................................39 4.3.1影响者关系营销现状及问题..........................................................................39 4.3.2分销商关系营销现状及问题..........................................................................40 4.3.3竞争者关系营销现状及问题..........................................................................41 4.3.4供应商关系营销现状及问题..........................................................................42 第五章Q电气公司关系营销策略的完善...........................................................................44 5.1客户关系营销策略完善..........................................................................................44 5.1.1通过价值细分客户.........................................................................................44 5.1.2全过程交互服务赢取客户信任......................................................................46 5.1.3定制化服务与客户建立结构性纽带..............................................................48 5.1.4团队化服务增加客户与公司之间的联系.....................................................49 5.2内部关系营销策略完善............................................................................................50 VI 5.2.1制度化落实以人为本的理念.........................................................................51 5.2.2建立科学的薪酬制度体系.............................................................................51 5.2.3通过培训让员工与企业共成长......................................................................52 5.2.4合理授权赋能企业员工.................................................................................53 5.3其他关系营销策略完善............................................................................................53 5.3.1影响者关系营销策略完善..............................................................................53 5.3.2分销商关系营销策略完善..............................................................................54 5.3.3竞争者关系营销策略完善..............................................................................54 5.3.4供应商关系营销策略完善..............................................................................55 第六章Q电气公司关系营销策略的实施保障...................................................................57 6.1强化企业的品牌化发展理念.....................................................................................57 6.2建设高效灵活的企业组织结构.................................................................................57 6.3完善企业的信息系统建设.........................................................................................58 结束语......................................................................................................................................60