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论文编号：	2231
作者编号：	2120072137
上传时间：	2010/5/27 21:11:18
中文题目：	基于关系营销理论的高新技术企业竞争力提升策略研究
英文题目：	High-tech Enterprise Competitiveness Strategy Under The Theory of Relationship Marketing
指导老师：	许晖
中文关键字：	关系营销 高新技术企业 竞争力
英文关键字：	Relationship marketing Competitiveness High-tech enterprise
中文摘要：	中国经济GDP的总量自20世纪八十年代踏入世界前十名以来，进步的速度令人称奇，由此吸引了整个世界的目光，截止到2008年底已经排到了全球的第三名，超过德国，仅次于美国和日本。今天的中国，消耗着全球一半以上的水泥，1/3的钢材，1/4的铝，更不说像石油这样的战略物资了。与此同时，以计算机网络技术、新材料技术为代表的高新技术革命给全球各国人民的物质生活和精神生活带来了前所未有的深刻变革。无论是发达国家还是发展中国家都把通过发展高新技术产业快速提高国家的综合竞争力，从而最终提高人民生活水平作为主要执政目标之一。以苹果、谷歌为代表的高新技术企业通过将主要精力放在技术和营销创新上，从而获得了直升飞机式的快速成长，高新技术企业一夜间创造财富的能力引起了全球各行各业的关注。所以，无论是从宏观上还是从微观上研究高新技术产业的竞争力都已成为全球关注的焦点。探讨高新技术企业的竞争力对于提升高新技术企业竞争力，进而增强国家的综合竞争力具有不可估量的作用。 与此同时，同类型的产品之间的竞争日益加剧，企业承受着极大的生存压力，高技术、高投入、高风险的高新技术企业在市场竞争中未必会获得高收益，可能亏损甚至倒闭。高新技术企业在传统营销理念的指导下面临的经营困境越来越严重。在诸多因素的影响下，关系营销作为一种新的营销模式越来越多高新技术企业的重视。关系营销理论以系统论为理论基础，强调企业经营哲学应以关系为导向，企业经营活动的效果离不开企业与消费者、供应商、分销商、竞争者、政府机构及其他利益相关者之间的互动，因此企业的经营必须建立在识别、建立、维护和巩固企业与顾客及其他利益相关者关系的活动的基础上。 在日趋激烈的市场竞争中,高新技术企业为了在竞争中取得优势，降低企业存在的高投入风险，必须通过与利益关系方建立长期的,互利的和信任的关系,这就是关系营销。关系营销作为一种全方位的营销手段，为高新技术企业竞争力的提升开辟了新的途径。作为以知识经济为主要特征的高新技术产业要想在新的经济时代占据主动，赢得竞争优势，必须具备强大的技术实力，但是仅仅具备技术能力和开发能力是远远不够的,高新技术企业仅仅依靠传统的技术竞争力和传统的销售模式已经难以维持竞争力。以信息技术为代表的新技术的快速发展给人类社会带来深刻变化。信息技术的发展让高新技术企业与顾客、分销商、竞争对手、供应商以及影响者的沟通与了解更加方便、快捷，不断创新的产品以及服务给顾客带来更加广泛的选择范围。 在这一理论的指导下，企业越发认识到营销的关键不应仅仅停留在产品的销售收入和市场占有率上，企业和利益相关者之间的沟通、理解以及配合程度的好坏正逐渐成为企业竞争的重点。因此，如何获得顾客以及与利益相关者保持持久良好的关系成为企业的保持和拥有持续竞争力的关键因素之一。 本文借鉴并参考了大量国内外相关文献，从高新技术企业发展过程中所面临的问题出发，以高新技术企业关系营销的视角对提升高新技术企业竞争力做出深入探讨，通过研究关系营销与高新技术企业竞争力之间的关系，得出关系营销对高新技术企业这一特殊行业类别的竞争力提升具有支撑作用的观点，同时从关系营销的角度对高新技术企业客户市场、内部市场、分销商和供应商市场以及竞争者市场与影响者市场进行详细分析，提出了关系营销提升高新技术企业竞争力的策略途径。本文选取了一家高新技术企业作为典型案例，将关系营销策略加以应用，通过对该企业情况的总体分析、关系营销策略实施过程以及实施效果的介绍。以案例研究的结果对本文所提出的观点加以佐证。 本文的创新点在于：一方面，从关系营销的角度研究高新技术企业竞争力存在的问题，尝试性的构建出竞争力与关系营销六大要素关系模型，并对高新技术竞争力提升策略进行了探索性的研究；另一方面，关系营销理论往往以传统劳动密集型企业为研究对象和实践重点，而对于将关系营销实施以知识、技术为主导的高新技术企业的时间研究还不为常见，本文分别从理论和实践两个方面剖析并论证了关系营销理论在高新技术企业的适用性和应用价值。为高新技术企业实施关系营销提供了有力的理论支持和实践佐证。本文还期望这样一种思想，关系营销不仅仅只是针对终端客户，也包括供应商、内部员工、竞争对手、分销商、影响者等，将关系营销的理念渗透到高新技术企业的方方面面，促使企业的整体面貌和生命力产生深刻的变革，最终使高新技术企业的竞争力不断加强并持续下去。 本研究的根本目的在于通过对高新技术企业竞争力的构成、优化提升体系方面的研究，实施关系营销策略 ，建立起提升高新技术企业竞争力相应的理论框架，并在实践中证明其有效性。随着全球经济一体化进程的发展，高新技术领域内的竞争日渐激烈，我国高新技术面临着更大的挑战与困难。因此希望本文能在企业管理理论和实践上为高新技术企业乃至更多的传统制造型企业发展提供一些有益的帮助与启发。
英文摘要：	The total GDP of China's economy ,which had come into the world top ten at the amazing rate of progress since the eighties of the 20th century , has been attracting the attention of the world, the end of 2008, and has been lining up third in the world, more than Germany, after the United States and Japan. China today consumes more than half of the world's cement, 1 / 3 of steel, 1 / 4 aluminum, much less that such strategic materials like oil has. At the same time, computer network technology, new materials technology of high-tech revolution to the world's peoples material and spiritual life has brought unprecedented and profound changes. Whether developed or developing countries have rapidly increased through the development of high-tech industry competitiveness of the country, which ultimately improve people's living standard as one of the main objectives of governance. By Apple, Google, represented by high-tech enterprises to focus on the technical and marketing innovations to gain a helicopter-style fast-growing, high-tech enterprises the ability to create wealth overnight rise to the concern of global industries . Therefore, both macro or micro level of the competitiveness of high-tech industries have become the focus of global attention. The competitiveness of high-tech enterprises to upgrade the competitiveness of high-tech enterprises, thereby enhancing competitiveness of the country has an invaluable role. At the same time, the same type of increased competition between products, the very survival of the enterprise to bear pressure, high-tech, high investment, high-risk high-tech enterprises in market competition may not be high-yield, or be a loss or even be closed down . High-tech enterprises in the traditional marketing concept operating under the guidance of the plight faced more and more serious. Under the influence of such factors, relationship marketing as a new marketing model has be paid more and more attention by high-tech enterprises. Relationship marketing theory to system theory as the theoretical foundation, emphasized that philosophy should be based on relations between business-oriented, business activities, the effect can not be separated businesses and consumers, suppliers, distributors, competitors, government agencies and other stakeholders interaction, so the business enterprise must be based on identification, establishment, maintenance and consolidation of businesses and customers and other stakeholders on the basis of the relationship between activities. In the increasingly fierce market competition, high-tech enterprises in order to achieve competitive advantage, and reduce the existing high investment risk, with interest to be entering into long-term, mutually beneficial relationships and trust, which is relationship marketing. Relationship marketing as a full range of marketing tools, to enhance the competitiveness of high-tech enterprises has opened up new avenues. As a knowledge-based high-tech industries as the main characteristics of the new economic era in order to take the initiative and gain a competitive advantage, must have strong technical strength, but only have the technical capability and development capacity is not enough, just high-tech enterprises depend on the competitiveness of traditional techniques and traditional distribution models have been difficult to remain competitive. Information technology on behalf of the rapid development of new technologies has brought profound changes to human society. Development of information technology to high-tech enterprise with customers, distributors, competitors, suppliers and the impact of communication and understanding of those more convenient, fast, innovative products and services to bring customers a wider range of options. Under the guidance of this theory, companies increasingly recognize that the key should not be merely marketing the product sales revenue and market share, business and communication between stakeholders, understanding, and with the degree of good or bad is becoming Competitive priority. Therefore, how to get customers and stakeholders to maintain lasting and good relationship is a business and have continued to maintain the competitiveness of one of the key factors. This reference and refer to a large number of related literature, from the high-tech enterprise development problems facing the process of proceeding to high-tech enterprise relationship marketing perspective to enhance the competitiveness of high-tech enterprises make in-depth discussion of relationship marketing through research and high-tech technical relationship between the competitiveness of enterprises, drawn relationship marketing on the special high-tech enterprise sector's competitiveness has a supporting role to enhance the view, also from the perspective of relationship marketing high-tech enterprise customer market, internal market, distribution and suppliers, and competitors in the market and the market impact of those markets, detailed analysis of relationship marketing proposed to enhance the competitiveness of high-tech enterprise strategy approach. This paper selected as a typical case, a high-tech enterprises, relationship marketing strategy will be applied, through an overall analysis of the situation of the enterprise, relationship marketing strategy process and the implementation of effective presentation. The results of case studies presented in this paper point to evidence. Innovation of this paper are: on the one hand, from the perspective of relationship marketing high-tech enterprise competitiveness problems, constructed tentative relationship between competitiveness and the six elements of relationship marketing model, and high-tech strategy to enhance the competitiveness exploratory research; the other hand, relationship marketing theory is often the traditional labor-intensive enterprises as the focus of study and practice, and relationship marketing for the implementation of knowledge, technology-driven high-tech enterprises is not the time to research for the common This article from the theoretical and practical aspects of relationship marketing analysis and demonstrates the applicability of theory and application of high-tech enterprise value. Relationship Marketing for the high-tech enterprises to provide a strong theoretical support and practical support. This article also expect such an idea of relationship marketing is not just for the end customers, including suppliers, internal employees, competitors, distributors, influencers, will be the concept of relationship marketing permeate all aspects of high-tech enterprises, to promote enterprise's overall appearance and vitality of profound change, eventually the competitiveness of high-tech companies continue to strengthen and continue. The fundamental purpose of this study is high-tech competitiveness of enterprises through the composition, optimization to enhance system research, implement the relationship marketing strategy, high-tech enterprise established to enhance the competitiveness of the appropriate theoretical framework, and prove its effectiveness in practice. With the development of global economic integration, high-tech in the field of increasingly fierce competition, China's high-tech face greater challenges and difficulties. So I hope this theory and practice in business management for the high-tech enterprises and even the more traditional manufacturing enterprises to provide some useful help and inspiration.
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