A公司关系营销研究毕业论文.doc

毕业论文 （2011届） A公司关系营销研究 摘 要 关系营销的实施会给企业整体的营销活动带来重要的影响。通过关系营销理论的深入运用，企业在处理与客户，供销商，竞争者、内部及利益相关者之间的关系时会产生一些较为明显的作用，从而为企业的生产经营活动带来利益。联洲皮革批发商行秉持着“以人为本”的原则对待企业内部员工以及顾客，在互惠互利，讲求信用的基础上与供销商和利益相关者进行合作，但是存在内部员工流动率高、客户资料运用不当、供应链过长、缺乏合作、忽视利益相关者等问题。 本文通过对联洲皮革关系营销策略实施的研究，分析问题产生的原因，根据关系营销相关理论知识，提出了建立企业文化，整合分类客户信息，缩短供应链长度，增加企业间合作，重视利用关系网等改进方案，以充分发挥关系营销在联洲皮革的作用，增强企业竞争力。 关键词：Abstract The implementation of relationship marketing to enterprise＇s whole marketing activities bring important influence．Through using the theory of relationship marketing，enterprise in dealing with deep with customers，suppliers and competitors，internal and the relationship between the stakeholders will produce some of the more obvious effect，thus for enterprise＇s production and operating activities of benefits．United States leather wholesale business clung to the ＂people-oriented＂ principle treat enterprise interior staff and customer，in the mutual reciprocity and mutual benefit，with the credit with suppliers on the basis of cooperation with stakeholders exist，but internal employee turnover，high customer data use undeservedsupply chain is too long，lack of cooperation，ignoring the stakeholders． This article through couplet chau leather relationship marketing strategies of research，analysis of the causes of relationship marketing，according to relevant theoretical knowledge，has proposed establishing enterprise culture，the integration of classification customer information，shorten the supply chain length，increase cooperation between enterprise networking，paying attention to use such improvement scheme of relationship marketing，so as to give full play to the role of the United States leather，the enhancement enterprise competitiveness． Keywords：Relationship Marketing；Competitors；Customer；Suppliers Affecting 目 录 1 关系营销理论综述 1 1.1 关系营销理论的发展和演化 1 1.2 关系营销思想的理论内涵 1 1.3 关系营销的市场模型 2 1.4 关系营销给企业带来的价值 3 2 联洲皮革批发商行关系营销现状 6 2.1 联洲皮革批发商行关系营销环境分析 6 2.2 联洲皮革批发商行关系营销现状 8 2.2.1 企业内部关系 8 2.2.2 企业与竞争者关系 9 2.2.3 企业与顾客关系