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论文编号：	5166
作者编号：	2120102611
上传时间：	2013/6/3 20:43:07
中文题目：	雷诺德公司关系营销策略研究
英文题目：	Relationship marketing reserch of Renold
指导老师：	郑琦
中文关键字：	关系营销，工业品市场，营销策略，雷诺德公司
英文关键字：	Relationship marketing/Industrial market/Marketing strategy/Renold
中文摘要：	作为全球链条传动行业最大的生产企业，虽然雷诺德在欧洲及美洲市场已处于领导地位，但在亚洲特别是中国等新兴市场上确一直发展缓慢，在中国市场飞速发展及在世界经济所占的地位越来越重要的今天，要想保持在全球的市场份额，必须制定出符合中国国情的营销策略，以面对日益强大的国内生产企业。本文的目的在于通过对国内工业品外部和内部环境及中国工业品营销特点的分析，提出一些雷诺德公司在中国市场渠道建设方案的建设性意见和切实可行的营销策划方案。本文分六章：第一章是文章的绪论，介绍文章的研究背景和意义，之后对国内外研究成果进行梳理和归纳，对本文的研究方法、论文框架和目标进行说明。第二章对工业品销售中经常使用的环境分析法、目标营销战、关系营销、顾客忠诚度问题等基本理论进行回顾。第三章对工业链条行业的发展现况、国内企业顾客的需求特点、目前国内工业链条行业的营销状况做了简介，总结国内工业链条行业的一般营销渠道建设方案及营销工作中存在的问题。使用PEST分析、五力分析及SWOT分析方法分析国内工业品市场外部环境和内部环境。第四章，使用STP理论选定目标市场，根据国内市场的实际情况在关系营销、顾客忠诚度方面制定营销策略及基于价值链的渠道建设方案。第五章，营销策略的实施和保障措施，第六章对全文进行归纳。本文旨在通过对相关理论的回顾及对雷诺德公司现有销售体系的研究，提出改进方案及未来发展计划，以此对外资公司在工业品行业提出具体可行的本土化营销策略。
英文摘要：	Renold, as the largest production enterprises of the global chain transmission industry, has been in a leadership position in Europe and America market. However in Asia, especially in emerging markets such as China it has been growing truly slowly. With its rapid development, the Chinese market is becoming more and more important. If Renold want to remain market share in the global scale, it must develop marketing strategy which accords with the situation of China to compare with the increasingly strong domestic enterprises. The purpose of this article is to analyze the domestic industrial internal and external environment and the unique characteristics of China's industrial products marketing, and to put forward some constructive suggestions and feasible marketing scheme for Renold in the Chinese market channel. The main content of this paper includes six parts： the first chapter is the introduction where the research background and significance is discussed, and the current research in domestic and foreign countries is written. Besides, this part refers to research objectives, methods, and the framework of article. The second chapter reviews the basic theory of environment analysis (PEST), Segmenting Targeting Positioning (STP), relationship marketing, customer loyalty, and value chain. The third chapter introduces the present situation of industrial chain and the domestic customer demand characteristics, explains sales channels construction of domestic industrial chain and illustrates the problems existing in the marketing work. By using the method of PEST analysis, five strength models analysis and SWOT analysis to analyze the domestic industrial market external environment and internal environment, I seek to use the STP theory to find the target market. The fourth chapter is to develop sales and marketing strategies according to the actual situation of the domestic in market relationship, customer loyalty of service and channel construction scheme based on the value chain. The fifth chapter is the implementation of the marketing strategy and safeguard measures, and the sixth chapter summarizes the full text. This paper aims to review the relevant theory and research on existing sales system of Renold and put forward the improvement plan, the future development plan and feasible localization marketing strategy for foreign companies in the industrial products.
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