个人安全防护耗材作为工业耗材的一个重要分支,尽管平时看着不起眼,但往往占据

了制造型企业相当比例的成本费用。在这几年的经济恢复时期,各家工业制造企业都着力

削减这类耗材的费用,从而给个人安全防护耗材的供应商们带来了难以名状的巨大压力。

本文釆用理论与个案研宄相结合的方法,首先从关系营销理论出发,通过对现阶段几

家个人安全防护耗材行业内具有代表性的国际原厂商在营销特征及操作模式方面进行剖

析对比,揭示了各家的优势与不足。其次,基于关系营销六个重点子市场的视角,以KCP

公司当前的关系营销现状为基础,分别研究了其在大客户市场、内部市场、竞争者市场以

及分销商市场上进行营销活动时产生的问题,并加以分析阐述。最后,尝试将LEAN精益

生产理念与关系营销理论相结合,以KCP公司为研究对象,探索研宄个人安全防护耗材企

业在关系营销中大客户子市场领域的创新营销模式,从而为中国个人安全防护耗材,这一

兼有工业产品的技术专业性以及普通快速消费品的使用便利性、高消耗性的特殊种类工业

消耗品行业的营销实践提供建议和借鉴参考,使我国个人安全防护耗材企业能够在竞争激

烈的市场环境中,进一步发展和丰富关系营销模式、扩大市场份额,增强自身核心竞争力。

这项研宄仅是一个开端,限于一些客观因素及能力所限,本文的研宄还存在一定的主

观性和局限性。

关键词:关系营销;工业品营销;LEAN精益生产;个人安全防护耗材

Abstract

Personal Protection Equipment (PPE) consumables, as an important field of industrial

consumables, normally look pretty unremarkable, but actually occupied quite a proportion of the

cost in production enterprises. Therefore in the recovery period of recent years, industrial

manufacturing companies are focus on expenses cutting of PPE consumables, which brings

indescribably enormous pressure to all PPE consumables suppliers.

The method of integrated theory with case study has been applied to this article. First of all,

starting with the relationship marketing theory, this paper reveals the advantages and

disadvantages of current several representative PPE consumables manufacturer through the

comparison and analysis for their marketing characteristics and operation mode. Second, through

the perspective of relationship marketing in six key market fields, this paper studies how the

relationship marketing strategies apply to the key account market, internal employee market,

competitors market and distributor market respectively based on the current situation of

relationship marketing in KCP Company. Finally, taking KCP company as the study object, this

paper tries to integrate LEAN production concept with relationship marketing theory and to

study the innovative relationship marketing mode of PPE consumables companies in the key

account market in order to provide advices and references for marketing practices of China's PPE

consumables industry,which has the features of combining the technology of industrial products

and the use of convenience and high consumption of FMCG goods, and to further develop and

rich the model of relationship marketing mode, expand market share,improve core

competitiveness for our PPE consumables enterprises in current fierce competition.

The research is just a beginning and also has certain subjectivity and limitation due to some

objective factors and writer's ability.

Keywords: Relationship Marketing; Industrial Product Marketing; LEAN Production; Personal

Protection Equipment (PPE) Consumables;