摘要
进入二十一世纪,营销理论的发展有了新的突破和诠释,怎样在新的竞争环境
下构建适合企业发展的关系营销策略如何建立、发展和完善与企业利益相关方各
种关系的关系营销这些就成为了重要的营销课题和企业发展的关键点。关系营销
是把营销活动看作是一个互动的过程,即是企业与客户、供应商、分销商、竞争者、
内部员工、政府机构及其他公众之间的互动,其核心是建立与这些公众的长期满意
的关系并将其发展下去,以维持各方面之间长期的“双赢”关系和保持好优先权
本文的研究对象CT公司是国际膨润土防水材料行业的龙头企业’率先将膨润
土防水材料引进中国市场,产品引进中国后曾一度获得快速的发展,但伴随着经济
环境的发展和变化,也面临着来自于新的竞争环境的挑战。面对复杂的国内环境和
建筑行业的现状,关系营销运营的必要性和紧迫性也相应地提上了重要的日程。本
文试着从建筑防水材料这一特殊行业分析关系营销策略的理论以及实际应用,从
CT公司与客户、供应商、竞争者、内部员工、分销商及其他影响者的关系营销的
现状分析出发,运用理论联系实践的系统分析方法,找出面临的问题,同时结合
CT公司所处的内夕卜部环境以及自身的优势和劣势等方面分析产生问题的可控性原
因,以期找出所存在问题的合理解决方案,并由此制定出具体的关系营销策略
本文的分析总共分为六个部分:从研究背景和研究意义出发,研宄分析了关系
营销的理论基础、本质特征、基本模式、原则和市场模型,对建筑防水材料行业和
CT公司的现状进行了深入的分析,结合公司的实际情况,全面阐述了 CT公司在客
户、供应商、竞争者、内部员工、分销商以及其他影响者等六个方面构建的具体的
关系营销策略,其中对于客户关系营销策略的构建方面作了重点的阐述
关键词:关系营销;市场营销;防水材料
Abstract
In the 21st century, the development of marketing theory has the new breakthrough
and interpretation. How to construct the relationship marketing strategy, which is suitable
for the development of enterprises under the new competitive environment How to
establish, develop and improve the relationship marketing between various relationships
of enterprise These questions have become the important marketing topics and the key
points of enterprise development. Relationship marketing regards the marketing activities
as an interactive process with customers, suppliers, distributors, competitors, internal
employees, government agencies and other public. Its core is to establish and develop
long-term satisfactory relationship with these public as well as maintain long-term and
win-win relationships and priority between various parties.
CT Inc., as the research object of this thesis, is the leading enterprise in the
international bentonite waterproof material industry and has taken the lead in introducing
bentonite waterproof material into China market. When the materials were introduced
into China, they once got rapid development. But with the development and changes of
the economic environment, new challenges occur from the new competitive environment.
Facing the complex domestic environment and the present situation of the construction
industry, the necessity and the urgency of the relationship marketing operations come to
the critical agenda accordingly. This thesis tries to analyze the theories of relationship
marketing strategy and its practical applications in the special industry of building
waterproof materials. Using the method of system analysis with linking theory with
practice, it starts from the current situation of relationship marketing with customers,
suppliers, competitors, internal employees, distributors and other influencers to find out
the problems faced in the development. At the same time, in order to find out the
solutions and develop a specific relationship marketing strategy, this thesis also intends to
carry on the analysis of the controllable reasons for the problems considering the internal
and external environment for CT Inc. as well as its advantages and disadvantages, etc.
The analysis of this thesis is divided into six parts in total: Starting from the research
background and research significance, it conducts study and analysis on theoretical basis,
essential features, basic patterns, principles and market model of relationship marketing.
Besides the thorough analysis of the waterproof material industry and the current situation
Abstract
of CT Inc., it gives a con^rehensive elaboration on the specific relationship marketing
strategies constructed between CT Inc. and its customers, suppliers, competitors, internal
employees, distributors arid other influencers, which are combined with the coirpany's
actual situation Among the strategies, this thesis puts some emphasis on the construction
of customer relationship marketing strategy.
Keywords: Relationship Marketing; Marketing; Waterproof Material