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论文编号：	6522
作者编号：	2120112548
上传时间：	2014/6/13 13:11:20
中文题目：	华三公司关系营销策略研究
英文题目：	Research On Relationship Marketing Tactics of H3C
指导老师：	郑琦
中文关键字：	关系营销；数据库营销；俱乐部营销；内部营销
英文关键字：	Relationship Marketing；Database Marketing；Club Marketing；
中文摘要：	网络通信设备市场厂商众多，竞争激烈，国外厂商已经垄断了全球70%以上的份额，国内厂商处于明显劣势。如何找到适合国内网络通信设备厂商的营销策略，为国内网络通信设备厂商赢得一片生存空间就显得尤为重要。本文以杭州华三通信技术有限公司为例，研究如何利用关系营销来提升华三公司行业大客户的满意度和忠诚度。首先回顾了宏观环境分析工具PEST，行业分析工具波特五力模型；接着介绍了关系营销的概念及关系营销的策略，包括数据库营销策略、俱乐部营销策略、基于新媒体的沟通策略及内部营销策略。随后介绍了华三公司的整体情况及产品信息，并对华三公司所处的环境进行了PEST分析，五力模型分析和SWOT分析。通过研究每个客户的销售收入贡献率，发现11%的大客户创造了57%的销售收入。这11%的少数客户就成为了华三需要保留和关注的大客户。需要借助关系营销策略不断强化和大客户的关系，提升大客户的满意度和忠诚度。通过数据库营销，找到关注不足的“寂寞大客户”，针对寂寞大客户加以关怀，密切客户和公司的联系，减少了客户流失的可能性。通过俱乐部营销，将重点大客户纳入俱乐部体系进行管理，让客户享受到区别于普通客户的优质服务，增强客户满意度。通过基于新媒体的沟通策略，进一步加强和客户的沟通与交流，及时获得客户对服务工作的评价，便于及时改进服务工作质量，及时获得客户对服务的新需求，便于及时开发相关的服务产品和服务工具，提升客户忠诚度。关系营销策略的实施效果，需要依靠内部营销策略来保障。高度满意的员工将创造高度满意和高度忠诚的顾客。如何提升员工的满意度成为内部营销的重要工作。通过培训使员工掌握服务客户所必须的技能；通过一系列激励措施，提升员工工作的热情；通过制度和流程的优化，提高服务质量；通过先进的信息技术，提升工作效率。
英文摘要：	The competition of network communication equipment market is very fierce. Foreign manufacturers have monopolized the global share of more than 70%. How to find suitable for home network communication equipment manufacturer's marketing strategy, it is particularly important to win a piece of living space for the domestic network communications equipment manufacturers. This thesis focuses on how to use relationship marketing to improve customer satisfaction and loyalty, how to use internal marketing to increase staff satisfaction and loyalty. First reviewed the macro environment analysis tool PEST, industry analysis tools of Potter's five forces model. Then it introduces the concept of relationship marketing and relationship marketing strategy, including database marketing strategy, club marketing strategy, New media communication strategy and internal marketing strategy. Then it introduced the overall situation and product information on H3C, analysis the marketing environment by the PEST, five forces model and SWOT. Through the research on each customer sales revenue contribution rate, found that 11% of the large customers to create 57% of sales revenue. A few customers became the large customer need to retain and attention. By means of relationship marketing strategy to continuously strengthen the large customer relationship, improve customer satisfaction and loyalty. Through the database marketing, find the insufficient attention to the "lonely large customer" ,to care, close to customers and company contact, reduces the possibility of loss of customers. The club marketing, will focus on large customers into club management system, allows customers to enjoy the difference from the general customer service, increase customer satisfaction. By means of new media communication strategy, further strengthen communication with customer, timely access to customer evaluation of service work, to improve service quality, timely access to new customer demand for service, facilitate the development of service product and service tools related to timely, improve customer loyalty. The effect of relationship marketing strategy, need to rely on internal marketing strategy to guarantee. Highly satisfied employees will create highly satisfactory and loyal customer. How to improve employee satisfaction has become an important work of internal marketing. Through training so that employees have the skills needed to customer service. Through a series of incentive measures, improve employee enthusiasm. By optimizing the system and processes, improve the quality of service. Through advanced information technology, improve work efficiency.
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