通力船用电梯关系营销策略的研究.pdfVIP

通力船用电梯关系营销策略研究 中文摘要 I II 通力船用电梯关系营销策略研究 中文摘要 通力船用电梯关系营销策略研究 中文摘要 随着企业外部环境日益复杂和竞争的加剧，传统的营销交易营销理论很难直接有 效帮助企业获得经营优势。本文以关系营销策略为研究方向，以通力船用电梯为研究 对象，运用科学的研究方法，以关系营销理论为指导，通过对船用电梯市场环境的分 析和通力船用电梯公司SWOT分析，诊断出公司营销方面所存在的主要问题，掌握客 户需求的差异化，制定有针对性客户关系管理系统，建立双向沟通渠道，已客户忠诚 度为目标，提出通力船用电梯关系营销策略规划与实施的建议。 为确保关系营销策略在通力船用电梯的顺利实施，笔者又继而提出了企业全面的 质量管理和客户满意度调查，力求关系营销策略达到既定效果。 关键词：关系营销，客户关系管理，船用电梯 作 者：杨 凯 指导教师：李晓峰 III Abstract The Study of KONE Marine Elevator Relationship Marketing Strategy The Study of KONE Marine Elevator Relationship Marketing Strategy Abstract As the external relationships of company becomes more and more complex, and the competitions are fierce as well. The traditional marketing theory is difficult to help companies gain business advantage in nowadays market. In this paper, the writer combine the relationship marketing strategy and KONE market real situation, using scientific research methods based on relationship marketing theory, through make SWOT analysis of KONE marine elevator , identify the main problems in company, differentiate customers’ needs, use customer relationship management tool to optimize the marketing efficiency ,establish two-way communication channels, set customer loyalty index as the goal, propose the marketing strategic planning and implementation for KONE marine elevators relationship marketing. To make sure