xx高壓電纜有限公司的營(yíng)銷戰(zhàn)略研究.doc
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xx高壓電纜有限公司的營(yíng)銷戰(zhàn)略研究,23000字摘要為了適應(yīng)市場(chǎng)發(fā)展的需求，企業(yè)的經(jīng)營(yíng)模式在不斷地進(jìn)行革新，關(guān)系營(yíng)銷被越來越多的企業(yè)所采用并實(shí)施，關(guān)于關(guān)系營(yíng)銷的理論研究也在不斷深入。本文通過對(duì)關(guān)系營(yíng)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(yíng)銷戰(zhàn)略，從公司所面臨的外部競(jìng)爭(zhēng)環(huán)境和所具備的內(nèi)部組織結(jié)構(gòu)以及文...
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xx高壓電纜有限公司的營(yíng)銷戰(zhàn)略研究
23000字
摘要
為了適應(yīng)市場(chǎng)發(fā)展的需求，企業(yè)的經(jīng)營(yíng)模式在不斷地進(jìn)行革新，關(guān)系營(yíng)銷被越來越多的企業(yè)所采用并實(shí)施，關(guān)于關(guān)系營(yíng)銷的理論研究也在不斷深入。
本文通過對(duì)關(guān)系營(yíng)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(yíng)銷戰(zhàn)略，從公司所面臨的外部競(jìng)爭(zhēng)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(duì)其采取關(guān)系營(yíng)銷策略進(jìn)行了必要性和可行性分析。得出了亨通高壓通過實(shí)施關(guān)系營(yíng)銷策略可以在參與市場(chǎng)競(jìng)爭(zhēng)時(shí)更有效地發(fā)揮自身優(yōu)勢(shì)，從而提高競(jìng)爭(zhēng)力，實(shí)現(xiàn)營(yíng)銷目標(biāo)，增強(qiáng)市場(chǎng)效益的預(yù)測(cè)。
本文從內(nèi)部員工關(guān)系營(yíng)銷策略、客戶關(guān)系營(yíng)銷策略、供應(yīng)商關(guān)系營(yíng)銷策略、競(jìng)爭(zhēng)者關(guān)系營(yíng)銷策略、影響者關(guān)系營(yíng)銷策略五個(gè)方向?qū)K亨通高壓電纜有限公司如何實(shí)施關(guān)系營(yíng)銷進(jìn)行了研究。得出了實(shí)施內(nèi)部員工關(guān)系營(yíng)銷策略主要應(yīng)關(guān)注提升員工滿意度，加強(qiáng)員工培訓(xùn)、提高素質(zhì)、形成共識(shí)，建立企業(yè)內(nèi)部良好的溝通氛圍；實(shí)施客戶關(guān)系營(yíng)銷策略主要應(yīng)關(guān)注客戶兩大利益，實(shí)施關(guān)鍵人策略，打造利益紐帶、增強(qiáng)相互信任、加強(qiáng)溝通交流；實(shí)施供應(yīng)商關(guān)系營(yíng)銷策略重點(diǎn)在于講究信用、互利互惠、互促互幫、共同進(jìn)步，建立戰(zhàn)略合作關(guān)系，降低采購風(fēng)險(xiǎn)；實(shí)施競(jìng)爭(zhēng)者關(guān)系營(yíng)銷策略的關(guān)鍵在于分清競(jìng)爭(zhēng)者類型，做到知己知彼，以合作取代競(jìng)爭(zhēng)，增強(qiáng)溝通、優(yōu)勢(shì)互補(bǔ)、互利互惠；實(shí)施影響者關(guān)系營(yíng)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(diǎn)是處理好與行業(yè)機(jī)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(yíng)銷理論與江蘇亨通高壓電纜有限公司關(guān)系營(yíng)銷的實(shí)踐相結(jié)合，對(duì)公司關(guān)系營(yíng)銷的開展現(xiàn)狀及所面臨的問題進(jìn)行了比較系統(tǒng)的分析，希望可以對(duì)江蘇亨通高壓電纜有限公司的營(yíng)銷實(shí)踐具有一定的指導(dǎo)意義。
關(guān)鍵詞：亨通高壓、關(guān)系營(yíng)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.
23000字
摘要
為了適應(yīng)市場(chǎng)發(fā)展的需求，企業(yè)的經(jīng)營(yíng)模式在不斷地進(jìn)行革新，關(guān)系營(yíng)銷被越來越多的企業(yè)所采用并實(shí)施，關(guān)于關(guān)系營(yíng)銷的理論研究也在不斷深入。
本文通過對(duì)關(guān)系營(yíng)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(yíng)銷戰(zhàn)略，從公司所面臨的外部競(jìng)爭(zhēng)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(duì)其采取關(guān)系營(yíng)銷策略進(jìn)行了必要性和可行性分析。得出了亨通高壓通過實(shí)施關(guān)系營(yíng)銷策略可以在參與市場(chǎng)競(jìng)爭(zhēng)時(shí)更有效地發(fā)揮自身優(yōu)勢(shì)，從而提高競(jìng)爭(zhēng)力，實(shí)現(xiàn)營(yíng)銷目標(biāo)，增強(qiáng)市場(chǎng)效益的預(yù)測(cè)。
本文從內(nèi)部員工關(guān)系營(yíng)銷策略、客戶關(guān)系營(yíng)銷策略、供應(yīng)商關(guān)系營(yíng)銷策略、競(jìng)爭(zhēng)者關(guān)系營(yíng)銷策略、影響者關(guān)系營(yíng)銷策略五個(gè)方向?qū)K亨通高壓電纜有限公司如何實(shí)施關(guān)系營(yíng)銷進(jìn)行了研究。得出了實(shí)施內(nèi)部員工關(guān)系營(yíng)銷策略主要應(yīng)關(guān)注提升員工滿意度，加強(qiáng)員工培訓(xùn)、提高素質(zhì)、形成共識(shí)，建立企業(yè)內(nèi)部良好的溝通氛圍；實(shí)施客戶關(guān)系營(yíng)銷策略主要應(yīng)關(guān)注客戶兩大利益，實(shí)施關(guān)鍵人策略，打造利益紐帶、增強(qiáng)相互信任、加強(qiáng)溝通交流；實(shí)施供應(yīng)商關(guān)系營(yíng)銷策略重點(diǎn)在于講究信用、互利互惠、互促互幫、共同進(jìn)步，建立戰(zhàn)略合作關(guān)系，降低采購風(fēng)險(xiǎn)；實(shí)施競(jìng)爭(zhēng)者關(guān)系營(yíng)銷策略的關(guān)鍵在于分清競(jìng)爭(zhēng)者類型，做到知己知彼，以合作取代競(jìng)爭(zhēng)，增強(qiáng)溝通、優(yōu)勢(shì)互補(bǔ)、互利互惠；實(shí)施影響者關(guān)系營(yíng)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(diǎn)是處理好與行業(yè)機(jī)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(yíng)銷理論與江蘇亨通高壓電纜有限公司關(guān)系營(yíng)銷的實(shí)踐相結(jié)合，對(duì)公司關(guān)系營(yíng)銷的開展現(xiàn)狀及所面臨的問題進(jìn)行了比較系統(tǒng)的分析，希望可以對(duì)江蘇亨通高壓電纜有限公司的營(yíng)銷實(shí)踐具有一定的指導(dǎo)意義。
關(guān)鍵詞：亨通高壓、關(guān)系營(yíng)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.
