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论文编号：	1210
作者编号：	2120072296
上传时间：	2009/6/10 21:11:34
中文题目：	中国中小型化工产品出口企业关系
英文题目：	Studying on Relationship marke
指导老师：	吴晓云
中文关键字：	中小型化工产品出口企业 关系营<
英文关键字：	Small and middle-sized chemica
中文摘要：	摘要 随着中国经济的迅速发展，中国的对外贸易取得了举世瞩目的成就。中国巨大的贸易顺差，中国大量的外汇储备，都说明了中国的外贸行业为中国经济所做出的巨大贡献。但与之形成鲜明对照的是，曾经独步于中国外贸领域、为中国的外贸事业立下赫赫功勋的专业外贸企业，地位却日渐式微。在面临中国外贸经营权壁垒的完全拆除和电子商务崛起，从2007年起人民币不断升值，国家退税政策调整，以及国际贸易壁垒不断增加的严峻形势下，专业外贸企业甚至将陷入生存危机。中小型的外贸企业，在这样的生存危机面前，表现尤为明显。相对于生产型外贸企业和大型国有外贸企业，中小型外贸企业面临的生存问题更为严峻。它们缺乏优势的产品，更缺乏资金及国家政策，例如配额的支持。所以，我国的中小型外贸企业要生存和发展，就必须寻找适合自己的营销战略，赢得自己的核心竞争力。 本文针对我国中小型外贸企业的营销管理问题，以作者熟悉的化工产品出口企业为切入点，提出了建立企业的关系营销战略。在顾客关系管理方面，针对中小型化工出口企业的顾客流失、顾客成长等问题，提出通过在企业中建立顾客导向的战略思想，实施顾客关系管理，实现顾客忠诚与提升顾客价值；在利益相关者关系管理方面，针对中小型化工出口企业与其供应商的争价力问题，与竞争者的价格战等问题，提出与它们的利益相关者的共赢战略；在企业内部员工关系管理方面，针对员工的流失，成长与授权问题，提出了推行内部营销的战略，通过对内部市场的细分、选择与定位，为内部员工提供多样化的内部产品，以实现内部顾客的满意，并以内部营销作为其外部营销战略的有益补充，成功实现企业的营销目标和利润目标。本文的核心，在于提出建立中小型化工品出口企业的关系营销战略，从而赢得自己的核心竞争力，成功地在市场上生存和发展下去。 本文是按照提出问题—分析问题—解决问题的逻辑关系来写作的。在文章中，回顾了关系营销理论，顾客满意与顾客价值理论，内部营销等理论，为文章的观点的阐述奠定了坚实的理论基础。并且，在这些理论的指导之下，针对企业的实际问题设计了相应的解决方案。在本文的结尾部分，还针对我国中小型外贸出口企业中存在的问题，提出了一些新的研究领域，并且提出了相关的理论和工具来解决相应的问题。这些是我国中小型外贸企业关系营销管理研究方面的一些延伸。本文的特点在于将理论与战略设计结合得非常紧密，体现出了营销理论对现实经济实践的巨大指导意义。本文所提出的问题都是在中小型外贸企业中非常典型的问题，希望本文基于关系营销管理理论所提出的战略设计和解决方案能给这一类型的企业提供参考和建议。
英文摘要：	Abstract With the fast development of Chinese economy, Chinese foreign trade has made extraordinary achievement. The big surplus of China, together with the large amount foreign exchange reserve of China, has certified the great attribution of Chinese foreign trade industry. On the right contrast, Chinese foreign trade corporations, which were in the monopolizing situation before, are now in fading gradually. These professional foreign trading corporations are even facing the problem of existing under the heavy pressure as follows: 1) Releasing of Chinese foreign trade franchise barrier; 2) Growing up of e-commerce; 3) Devaluation of Chinese currency from 2007; 4) Adjustment of Chinese export tax rebates; 5) Increasing of international trading barriers. The small and middle-sized foreign trade corporations are even in the crisis of surviving. Compared to those producing type and the large scale state-owned foreign trade companies, the small and middle sized ones are facing some special problems---1) They haven’t their own products as their predominance;2)They are in short of the supporting of capital, together with the government policies, like quota, too. So, they have no other choice but to find the suitable marketing strategy to make themselves to be more competitive. Against the right problems on management of marketing for the small and middle-sized foreign trade corporations, I choose my most familiar type -- the chemicals exporting cooperation as the studying object. This thesis is aiming at establishing the strategy of relationship marketing in these enterprises. In handling the relationship with customers, this thesis suggests to establish the customer-orientation culture in the enterprises, to win customer loyalty and to raise the value of the customers. This helps to settle the matters of customers losing and customers’ value increasing.; In treating the relationship with their stakeholders(including their suppliers and competitors), this thesis suggests the trade companies to enhance the win-win policy with them, in order to release over-haggling with their suppliers , and over-competing with their competitors; Upon the inner relationship of the enterprises, this thesis suggests the IM (internal marketing ) policy, to overcome the troubles of employee loosing, upgrading and authorization. IM policy is focusing on the segmentation, targeting and positioning in the internal market, so that the enterprise could offer diversified internal products to satisfy the employees. The satisfied employees could then help the realizing of the external marketing target and making the enterprise earn profits. The core of this thesis is to suggest the establishing of RM (relationship marketing) strategy in the small and middle-sized chemicals exporting corporations so that they could own their core-competitiveness, survive and make progress in the market. The logic of this thesis is as follows: Finding the problem—Analyzing problem—Settling problem. I reviewed many theories, including RM, customer satisfaction and customer value increasing, and IM. These theories support perfectly in the expression and certifying of my point of view. Also, under the direction of these theories, I brought out the corresponding settling polices against the real problems in these enterprises. By the end of this thesis, I pointed out some more questions in the operating of the small and middle-sized chemicals exporting companies, and lodged the solving project based on corresponding theory and instrument. The character of this thesis is on jointing the marketing theory with the solving strategy, showing how important by using these marketing theory to overcome the real business troubles. All problems mentioned in this thesis are very typical in such kind of small and middle-sized enterprises. I really do hope these strategies and the solving methods could enlighten them to find more and more useful practical policies of their own. Therefore, the enterprises will grow larger and larger.
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