本文通过借鉴国内外关系营销理论研究的最新成果,对当前市场环境下通信

设备企业和电信行业的现状进行阐述,并对电信产业链和涉及的关系主体进行分

析,把关系营销的理念纳入到通信设备企业的营销战略中,为关系营销在通信设

备企业中的实际应用提供可以借鉴的相关理论、方法和策略;本文采用了理论分

析与实践论证相结合的研究方法,列举了通信设备企业应用关系营销策略的实际

案例,对通信设备企业应用关系营销策略的适用性进行了充分的论证,最终得出

结论:关系营销的理论和策略在通信设备企业中是适用的,通信设备企业可以运

用关系营销的相关理论和策略来指导具体的营销活动。

关键词:关系营销,通信设备企业,运营商,策略

COMMUNICATIONS EQUIPMENT ENTERPRISES RELATI

ONSHIP MARKETING STRATEGY

ABSTRACT

In this paper, the theory of relationship marketing home and abroad the latest

research results on the current market environment, communications equipment

companies and explained the current situation of the telecommunications industry, and

the telecommunications industry chain and involves analyzing the relationship between

the body put into the concept of relationship marketing communication equipment

business marketing strategy, relationship marketing in the communications equipment

for the enterprises can learn from the practical applications of the theory, methods and

strategies; paper, a theoretical analysis and practical demonstration of combining

research methods, communication equipment enterprise applications cited relations

practical examples of marketing strategy, the communications equipment business

applications applicability of relationship marketing tactics a full demonstration,

ultimately concluded: relationship marketing theories and strategies in the

communications equipment business application is applicable communications

equipment companies can use the relationship marketing theories and strategies to guide

specific marketing activities.

KEYWORDS: Relationship Marketing,Communications equipment

companies,Operators,Tactics