摘要
摘要
随着世界经济的飞速发展，资源短缺和环境污染等问题日益严峻，循环经济
被越来越多的国家所重视并推崇。环保再生塑料产品是循环经济中的一种重要资
源，是废旧塑料经过回收、分离、再加工的直接产成品。各国政府及组织相继出
台了一系列政策法规以推动废旧塑料再生利用，为环保再生塑料行业上下游企业
提供了前所未有的发展机遇。随着相关鼓励政策的完善，国内环保再生塑料企业
的数量不断增多，国外石化公司也在加快推出环保再生塑料产品，致使行业内竞
争日趋激烈，企业的利润空间不断降低，市场份额逐渐收缩，生产经营遭受着严
峻的威胁。在此危机境遇下，如何利用关系营销理论，做好关系营销策略，增强
企业的营销能力，提升企业的经营效益是企业亟待解决的问题。
本文以关系营销理论为指导，以UR公司环保再生塑料产品关系营销为研究
对象，梳理了UR公司基本概况及其关系营销的发展现状，剖析了UR公司关系营
销策略的不足及其成因，并提出了相应的关系营销改进策略。研究表明UR公司
在客户关系营销方面的表现较好，客户满地度较高，但在公司品牌影响力、产品
品类、技术支持方面的表现与客户期望存在差距；内部关系营销的质量和效果较
差，存在诸多问题，如员工薪酬待遇低，薪酬结构不合理，晋升制度不科学，晋
升空间不足，办公环境不佳，员工关怀不够，考核制度不明确等；在竞争者关系
营销方面，忽视了合作竞争关系，领导层在与竞争者展开合作方面表露出的意愿
不强；在分销商关系营销方面存在诸多不足，如品牌知名度不够、产品品类偏少、
品质稳定性欠佳、优惠政策不够等问题；在供应商关系营销方面，存在沟通交流
不深入，相互配合方面不默契等问题，降低了供应商的合作意愿；在影响者关系
营销方面，与海关部门和环安局等影响者关系一般，影响者对公司的反馈偏负面。
论文根据以上研究结果针对性地提出了关系营销改进策略，以促进企业与六
大关系市场形成稳定的伙伴关系，提升关系营销管理水平和综合竞争力，摆脱营
销困境，实现良性发展，同时为行业内其他企业提供参考与借鉴作用。
关键词：关系营销理论；环保再生塑料；六个市场模型；
1I
ABSTRACT
ABSTRACT
With the rapid development of the world economy, the problems of resource
shortage and environmental pollution have become increasingly prominent, and the
circulareconomyisbeingvaluedandrespectedbymoreandmore
countries.Environmental protection and recycled plastic products are an important
resource in the circular economy, is the waste plastic after recycling, separation,
reprocessing of the direct finished products.Governments and organizations have
issued a series of policies and regulations to promote the recycling of waste plastics,
providing unprecedented development opportunities for the upstream and downstream
enterprises in the environmental protection and renewable plastics industry.With the
improvement of relevant encouraging policies, the number of domestic environmental
friendly recycledplasticenterprises isincreasing,and foreignpetrochemical
companies are also accelerating the launch of environmental friendly recycled plastic
products, resulting in increasingly fierce competition in the industry, and the survival
and development of enterprises are facing severe challenges.In this context, how to
use the relationship marketing theory, enhance the marketing ability of enterprises,
and improve the operatingefficiency of enterprises is anurgent problem for
enterprises.
Guided by the relevant theories of relationship marketing, this paper takes UR
Company's relationshipmarketing of environmentalprotection recycled plastic
products as the research object, sorts out the general situation of UR Company and the
development status of relationship marketing, analyzes the shortcomings of UR
Company's relationship marketing strategy and its causes, and puts forward the
corresponding relationship marketing improvement strategies. The research shows
that UR company has a good performance in customer relationship marketing and a
high degree of customer space, but there is a gap between the company's brand
influence, product category, technical support and customer expectations. The quality
and effect of internal relationship marketing are poor, and there are many problems,
such as low staff salary, unreasonable salary structure, unscientific promotion system,
1II
ABSTRACT
insufficient promotion space, poor office environment, insufficient staff care, unclear
assessment system, etc. In the aspect of competitor relationship marketing, the
cooperative competition relationship is ignored, and the leadership is not willing to
cooperate with competitors. There are many deficiencies in distributor relationship
marketing, such as insufficient brand awareness, less product categories, poor quality
stability, insufficient preferential policies, etc. In terms of supplierrelationship
marketing, there are problems such as lack of in-depth communication and tacit
cooperation, which reduce the willingness of suppliers to cooperate; In terms of
influencer relationship marketing, the company has a general relationship with
influencers such as customs department and environmental safety Bureau, and the
influencers tend to give negative feedback to the company.
Based on the above research results, this paper puts forward the relationship
marketing improvement strategy, so as to promote the stable partnership between
enterprisesand sixrelationship markets,improvethe relationshipmarketing
management level and comprehensive competitiveness, get rid of the marketing
dilemma, achieve benign development, and provide reference for other enterprises in
the industry.
Key words: Relationship marketing theory; Environmentally friendly recycled
plastics; Six Market Model
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