xx高壓電纜有限公司的營銷戰(zhàn)略研究

23000字

摘要
為了適應(yīng)市場發(fā)展的需求，企業(yè)的經(jīng)營模式在不斷地進行革新，關(guān)系營銷被越來越多的企業(yè)所采用并實施，關(guān)于關(guān)系營銷的理論研究也在不斷深入。
本文通過對關(guān)系營銷理論內(nèi)容的歸納與總結(jié)，結(jié)合了江蘇亨通高壓電纜有限公司的總體營銷戰(zhàn)略，從公司所面臨的外部競爭環(huán)境和所具備的內(nèi)部組織結(jié)構(gòu)以及文化建設(shè)等方面，對其采取關(guān)系營銷策略進行了必要性和可行性分析。得出了亨通高壓通過實施關(guān)系營銷策略可以在參與市場競爭時更有效地發(fā)揮自身優(yōu)勢，從而提高競爭力，實現(xiàn)營銷目標，增強市場效益的預(yù)測。
本文從內(nèi)部員工關(guān)系營銷策略、客戶關(guān)系營銷策略、供應(yīng)商關(guān)系營銷策略、競爭者關(guān)系營銷策略、影響者關(guān)系營銷策略五個方向?qū)K亨通高壓電纜有限公司如何實施關(guān)系營銷進行了研究。得出了實施內(nèi)部員工關(guān)系營銷策略主要應(yīng)關(guān)注提升員工滿意度，加強員工培訓(xùn)、提高素質(zhì)、形成共識，建立企業(yè)內(nèi)部良好的溝通氛圍；實施客戶關(guān)系營銷策略主要應(yīng)關(guān)注客戶兩大利益，實施關(guān)鍵人策略，打造利益紐帶、增強相互信任、加強溝通交流；實施供應(yīng)商關(guān)系營銷策略重點在于講究信用、互利互惠、互促互幫、共同進步，建立戰(zhàn)略合作關(guān)系，降低采購風(fēng)險；實施競爭者關(guān)系營銷策略的關(guān)鍵在于分清競爭者類型，做到知己知彼，以合作取代競爭，增強溝通、優(yōu)勢互補、互利互惠；實施影響者關(guān)系營銷策略應(yīng)注意積極促使產(chǎn)業(yè)基礎(chǔ)影響者由知情者變?yōu)槭熘?，最后變成熱情的宣傳者和推薦者，重點是處理好與行業(yè)機構(gòu)、行業(yè)專家、政府部門的關(guān)系五方面結(jié)論。
本文將關(guān)系營銷理論與江蘇亨通高壓電纜有限公司關(guān)系營銷的實踐相結(jié)合，對公司關(guān)系營銷的開展現(xiàn)狀及所面臨的問題進行了比較系統(tǒng)的分析，希望可以對江蘇亨通高壓電纜有限公司的營銷實踐具有一定的指導(dǎo)意義。

關(guān)鍵詞：亨通高壓、關(guān)系營銷、策略

Abstract


In order to meet the needs of market development , business models constantly innovate , relationship marketing is more and more enterprises to adopt and implement the theoretical research on relationship marketing is also deepening .
Based on the relationship marketing theory and summarizes the contents of induction , combined with the overall marketing strategy , Ltd. Jiangsu Hengtong high voltage cable from the external aspects of the company faced with the competitive environment and the internal organizational structure and culture , etc., take their relationship marketing strategy of the necessity and feasibility analysis . Huntoon obtained through the implementation of high-pressure relationship marketing strategies can be more effective play to their advantage when they participate in market competition, thereby enhancing competitiveness and achieve marketing goals , enhance market efficiency predictions.
This article from the internal staff relations marketing strategies , customer relationship marketing strategy , supplier relationship marketing strategy, competitor relationship marketing strategy, marketing strategies affect relations Jiangsu prosper five directions on how to implement high-voltage cables , Ltd. relationship marketing were studied. Come to the implementation of internal staff relations marketing strategy should focus on enhancing employee satisfaction primarily to strengthen staff training , improve the quality , consensus , establish good communication within the enterprise environment ; implementation of customer relationship marketing strategy should primarily concern the interests of the two clients , the implementation of the key people strategy to build interest ties , enhance mutual trust , strengthen communication ; implement supplier relationship marketing strategy focused attention to credit, mutual benefit, mutual promotion help each other and progress together , establish strategic cooperative relations , reduce procurement risk ; implementation competitor relations the key marketing strategy is to distinguish the type of competitor , to know ourselves , to cooperate replace competition , enhance communication , complementary advantages, mutual benefit ; implement influencer relationship marketing strategy to promote the industrial base should be noted that the positive impact of those changes known by the insiders who eventually become passionate advocates and recommended by , the focus is to deal with industry bodies , industry experts , the five aspects of the relationship between government departments conclusion .
In this paper, the relationship between the theory and practice of marketing high-voltage cables , Ltd. Jiangsu prosperous relationship marketing combined relationship marketing company to carry out the current situation and the problems faced by the system were analyzed and compared , hoping to prosper in high-voltage cables , Ltd. Jiangsu marketing practice has a certain significance.