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论文编号：	5754
作者编号：	2120112764
上传时间：	2013/12/4 11:49:19
中文题目：	天津海信广场供应商市场关系营销策略研究
英文题目：	Hisense Plaza in Tianjin Supplier Market Research on Relationship Marketing Strategy
指导老师：	刘建华
中文关键字：	关系营销;顾客价值;百货行业;天津海信广场;供应商关系
英文关键字：	Relationship marketing;Customer value;Department store industry;Hisense Plaza in Tianjin;Supplier relationship
中文摘要：	关系营销作为适应市场经济发展的新时代营销概念，其核心在于建立维护与顾客间长期稳定的交易关系，以获得顾客终身价值，是企业实现长远多赢的有效营销手段。对于百货零售企业而言，很多企业往往忽略了实施关系营销的全面性，除了消费者，供应商也是一种重要“顾客”，与供应商建立长久持续的合作关系有着战略性的重要意义，供应商市场关系营销的有效实施将在未来百货企业竞争中起到关键作用。本文中对关系营销相关概念及核心理论进行了说明介绍，想要真正地保持顾客就必须以顾客价值为导向，而有效的关系营销策略组合能够实现企业自身与顾客的双重价值提升。文中介绍分析了百货行业营销环境现状、发展趋势及合作模式，由此聚焦到百货企业与供应商之间的关系上，并且对双方关系存在问题、不良后果及形成原因进行了深入分析，改善百货企业与供应商双方关系刻不容缓。天津海信广场作为天津首屈一指的高端百货店，在供应商市场方面开展关系营销也十分重要和必要。接着文章利用关系营销、关系价值等理论，帮助企业进一步认识供应商价值，进行供应商细分，对不同供应商针对性地采取4R营销策略，即关联策略、关系策略、反应策略与回报策略，阐述了如何具体选择和实施关系营销策略。而关系营销相关理论能否在实际中有效运用，关系营销策略能否有效成功顺利执行，还有赖于企业内部管理提供实施保障。天津海信广场应克服现行营销策略存在的不足，关注供应商价值，在组织与制度建设、人力资源、客户管理系统等多个方面实现全程化内部管理提升，来确保关系营销进程的正确方向，全面保障关系营销的顺利执行。本文为天津海信广场供应商市场有效实施关系营销策略提供了可行性建议。
英文摘要：	Marketing concept of relationship marketing as a new era of market economy development, its core is established to maintain long-term and stable trade relations between customers and to obtain customer lifetime value, is the effective marketing tools to achieve long-term and win-win. For retail businesses, many companies often ignore the implementation of relationship marketing in General, in addition to the consumer, the supplier is also an important "clients", establishing lasting relationships with suppliers are of strategic importance, supplier markets effective implementation of relationship marketing in the coming competition in the Department store business play a key role. This article describes the core relationship marketing concepts and theories introduced to truly keep your customers must be oriented by customer value, and an effective relationship marketing strategies to achieve both company and customer value enhancement. This paper presents analysis of marketing environment of the Department store industry: current situation, development trend and mode of cooperation, focusing on the relationship between enterprises and suppliers to department stores, and relationship problems, adverse consequences for both sides and formed into reason analysis, improve the General merchandise business relations with our suppliers without delay. Hisense Plaza in Tianjin as the leading high-end department store in Tianjin, relationship marketing in the supplier market is very important and necessary. Along with the articles using relationship marketing and relationship value theory to help companies better understanding of supplier value, supplier segmentation, targeted for different suppliers to take 4R marketing strategies, strategies, policies, response strategies are associated with return strategy, explains how to select and implement relationship marketing strategies. Relationship marketing theories in practical use, successful relationship marketing strategy would be effective is running smoothly, also depends on the internal management of enterprises to provide safeguards. Hisense Plaza in Tianjin should overcome the shortcomings of the existing marketing strategies, focus on supplier value, corporate marketing, employee multiple aspects such as marketing, customer relationship management system to achieve full internal management, ensure the correct orientation of relationship marketing process, fully guarantee the smooth implementation of relationship marketing. It provided a feasibility proposal to Hisense Plaza in Tianjin supplier markets effective implementation of relationship marketing strategies.
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