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论文编号：	4701
作者编号：	2120102449
上传时间：	2012/12/10 23:13:17
中文题目：	WST公司关系营销策略研究
英文题目：	The Research on Relationship Marketing Strategy of WST Co., Ltd.
指导老师：	杜建刚
中文关键字：	关系营销 顾客终生价值 顾客关系维系
英文关键字：	Relationship Marketing(RM) Customer Lifetime Value(CLV) Customer Relationship Maintenance
中文摘要：	关系营销是适应现代市场经济发展需要而产生的新概念，想要把老的客户留住，在竞争力上获得胜利，关系营销是最有效果的方法。在此文中对和关系营销相关的理论以及顾客具备的终生价值的相关理论进行了介绍和说明，对其之间的关系进行了分析, 企业关系营销实施的基础是顾客终生价值, 而企业实施有效的关系营销又能够提升本企业和客户的价值。以此为起点分析了WST公司实施关系营销的理论依据，从客户开发，顾客价值分析，顾客关系维系的角度阐述了关系营销的具体实施。该公司所处的工程机械行业的特点决定了WST这个公司中，要把传统营的销模式（以产品作为导向）转变为关系营销模式（把顾客具备的价值作为导向），要同顾客之间建立起长期且持续的具有战略性质的合作关系，所以说，将关系营销在企业中良好运用是必要的，也是有着十分重要的意义的。让顾客觉得满意，赢得顾客的青睐和信任，这些都是在市场中站住脚、提高竞争力度的方式，从而让企业能够长久且稳定的发展壮大。和关系营销相关的理论知识如何应用到实际以及如何保障关系营销的成功执行是保证关系营销成功的方向，缺一不可。本文根据WST公司的经营状况和所在行业的发展趋势，指出了公司现行营销策略的不足，提出WST公司根据顾客终生价值分析重新划分客户群实施差异化的关系营销是有效提高客户忠诚的思路。并在此前提下通过售后服务、区域管理、员工培训和企业文化、CRM应用等方面的内部管理来进行全面的保障，对关系营销的进程状况进行监控，确保维持在正确的方向和道路。为WST公司关系营销策略的有效实施提供了有参考价值的研究。
英文摘要：	Relationship Marketing(RM) adapts the concept which produced from the needs of modem market economy development，It’s an effective method for enterprises to detain old customers and obtain core competitiveness．This article introduced RM& Customer Lifetime Value(CLV)theories, and unified the two to analyze the CLV as the foundation of enterprise’s RM．Meanwhile enterprise implement effective RM will promote itself and customer’s value too．Take this as the beginning to analyze the theory basis of RM implementation, from the angle of customer searching, customer value analyzing, customer relationship maintenance to elaborate the RM implementation. Characteristics of the engineering machinery industry which WST locates in decided that WST needs to transfer from the product oriented traditional marketing to customer value oriented RM, and establish long-term sustainable development cooperation with the customer．Therefore，utilize RM in WST should be essential：Through carry on customer relations management effectively, guarantee customer’s satisfaction，enhance customer’s loyalty, to help the enterprise to improve the competitive power, seizes the market, and achieves the goal of long-term stabilization and development. How does RM be concrete utilized and ensured, successful execution guarantees the successful direction，it’s indispensable. According to WST’s state of operation and industry development trend，it pointed out insufficiency of present marketing strategy, to propose WST to re-divide the clients and implement various of RM strategy, It’s an effective method to enhances the customer loyalty．Under the premise of after-sale service, regional management, staff training and enterprise culture, CRM to ensure the strategy ,monitoring RM development condition，guarantee the correct direction. It provided valuable research reference to WST’s effective implementation of RM．
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