-广州市沃云电子产品有限公司关系营销策略研究.docVIP

PAGE 广州市沃云电子产品有限公司关系营销策略研究 摘要：随着经济和信息技术的发展，以及人们对智能化信息化的追求，音视频系统的应用领域及场景在不断丰富拓宽，广州市沃云电子产品有限公司作为一家致力于音视频系统的研发、生产、销售及服务集于一体的企业，在市场竞争日益激烈的情况下，企业如何运用关系营销理论建立自己的营销体系，合理处理好与各相关方的互动合作关系，是企业当前应当重点关注的课题。 本文首先分析了音视频系统设备需求的背景，以及广州市沃云电子产品有限公司为什么要采用关系营销。再结合基于4C理论分析出的音视频系统集成行业关系营销策略以及公司的营销现状，从客户市场、竞争者市场、影响者市场、内部市场4个角度分析出广州市沃云电子产品有限公司关系营销策略上存在的问题，最后对相应市场关系营销策略的实施提出建议。 关键词：音视频系统，沃云电子，关系营销 Research on The Relationship Marketing Strategy of Guangzhou Woyun Electronics Co., Ltd. Abstract：With the development of economy and information technology, as well as peoples pursuit of intelligent information, audio and video system applications and scenes in the continuous enrichment and expansion, Guangzhou Woyun Electronics Co., Ltd. as a dedicated audio and video system research and development, production, sales and service in one enterprise, in the increasingly fierce market competition, How to use the relationship marketing theory to establish their own marketing system, reasonable handling of the interactive cooperative relationship with the relevant parties, is the current enterprise should focus on the subject. This paper first analyzes the background of the equipment demand for audio and video system, and why Guangzhou Woyun Electronics Co., Ltd. should adopt relationship marketing. Combined with the relationship marketing strategy of audio and video system integration industry based on 4C theory and the marketing status quo of the company, the problems in the relationship marketing strategy of Guangzhou Woyun Electronics Co., Ltd. are analyzed from four angles: customer market, competitor market, influencer market and internal market. Finally, the implementation of the marketing strategy of the corresponding market relations is put forward. Keywords：Audio and Video Systems，Woyun Electronics，Relationship Marketing 目 录 TOC \o 1-3 \h \z \u 第1章 绪 论 1 1.1研究背景和意义 1 1.1.1音视频系统设备需求的背景分析 1 1.1.2 本课题的研究意义 2 1.2 文献综述 2 1.2.1 国内研究 2 1.2.2 国外研究 4 1.3课题研究方法和内容 4