摘 要
电信公司和其它企业一样，在经营过程中必须和社会公众发生合作关系。这
种合作关系的成功与否，直接关系到企业的前景和兴衰。1985 年，巴巴拉·本德·杰
克逊强调了关系营销的重要性。西方关系营销是指建立维系和发展顾客关系的营
销过程，目标是致力于建立顾客的忠诚度
[1]
。作为一种近年来兴起的营销理论之一，
它有别于传统的交易营销，为顾客增加经济的、社会的、技术支持等附加值。在
我国的市场实践中取得了积极的效果。尤其在中国这样一个具有中国特色文化的
传统国家当中，关系营销的运用更是如鱼得水，活力无限。电信企业作为服务类
企业，其产品的消费者绝大多数都具有重复使用和选择服务的特点，当服务在产
品交易中作用越来越突出的时候，关系营销更优于交易营销。关系营销的成功与
否，直接影响着市场份额的升降。因此，探讨关系营销理论，并把关系营销理论
应用到电信企业的日常管理，尤其是应用到销售管理之中，具有特殊的实用价值。
作为市场经济运行的主要参与者的企业，在竞争日益白热化的今天要想生存
发展，就必须采取深度的营销来进行支持。顾客就是上帝，是企业利润的来源。
如今，我国电信市场竞争日趋激烈，而且产品同质性越来越越强，顾客在电信市
场中越来越处于主导地位，品牌已成为人们选择运营商的主要因素。企业要生存
和发展，提高顾客忠诚度，实施顾客关系营销战略至关重要。在当前市场竞争形
势下，提高顾客忠诚度，实施顾客关系营销具有重要意义。传统的营销越来越难
适应复杂多变的市场环境，所以企业有必要实施更科学有效的营销体系。关系营
销以全新的视角深入阐释了营销活动的本质，是营销理论与实践的一个重要发展
方向。本文系统介绍了关系营销的发展背景、内在涵义和本质特征。从电信运营
企业的行业特性出发，结合目前电信业的管制趋势、结构特征和竞争态势，论证
了电信企业开展关系营销的必要性和可行性。
本文利用摩根和汉特的关系营销理论，分析 LB 电信公司在经营中遇到的各种
关系带来的相关问题，提出了应对这些问题的解决措施，这些措施正是电信企业
关系营销策略的体现，希望对我国通信行业有所启示。
关键词：关系，关系营销，营销策略，电信企业

II
Abstract
Telecommunications companies and other businesses, in the course of business
must be cooperation between the public place. The success of this partnership is directly
related to the company prospects and the rise and fall. In 1985, BarbaraBender
Jackson stressed the importance of relationship marketing. Relationship marketing is the
establishment of the West to maintain and develop customer relationship marketing
process, the goal is committed to building customer loyalty. In recent years, the rise of
marketing as a theoretical one, which is different from the traditional transaction
marketing to customers to increase economic, social, technical support and other
value-added. Practice in China ,s market has achieved positive results.Especially in
China, a traditional culture with Chinese characteristics among countries, the use of
relationship marketing is like a duck, limitless energy. Telecommunications companies,
as a service class enterprise, the vast majority of consumers of its products have re-use
and selection of service features, while serving in an increasingly prominent role of
trading, when trading relationship marketing more than marketing. The success of
relationship marketing, direct impact on market share movements. Therefore, the theory
of relationship marketing and relationship marketing theory to be applied to the daily
management of the telecommunications business, especially applied to the sale of
management, has a special practical value.
As a major player in the market economy of enterprises, in the increasingly intense
competition in today’s development in order to survive, we must take to carry out the
depth of marketing support. Customer is god, the profit comes mainly from customers.
Today, increasingly competitive telecommunications market, and increasing
homogeneity of the product stronger, more and more customers in the
telecommunications market in a dominant position, the brand has become a major factor
in selection operators. Enterprises to survive and develop, improve customer loyalty, the
implementation of customer relationship marketing strategy.
In the current situation of market competition, improve customer loyalty, the
implementation of customer relationship marketing is important. Traditional marketingmore and more difficult to adapt to complex market environment, so businesses need to
implement a more scientific and effective marketing system. Relationship marketing to
a whole new perspective to explain in depth the nature of marketing activities,
marketing theory and practice is an important development. This paper systematically
describes the development of relationship marketing background, intrinsic meaning, the
essential characteristics and the market model. Telecom companies from the industry
characteristics, combined with the current trends in the telecommunications industry,
regulatory, structural characteristics and the competitive situation, demonstrated the
relationship between the marketing of telecom companies to carry out the necessity and
feasibility..
In this paper, Morgan and Hunt’s relationship marketing theory, analysis of LB
Telecom encountered in the ten business relations related issues, proposed solutions to
address these issues, the relationship of these measures is the telecommunications
company marketing strategy reflects the the hope of inspiration for China’s
telecommunications industry.
Keywords: Relationship，Relationship marketing，Marketing strategy，Telecommu
-nications companies