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论文编号：	7113
作者编号：	2120112874
上传时间：	2014/12/16 17:58:02
中文题目：	DFS公司DEN事业部关系营销策略研究
英文题目：	Research On Relationship Marketing
指导老师：	刘建华
中文关键字：	关系营销；DFS公司DEN事业部；客户满意度；客户忠诚度
英文关键字：	relation marketing; DFS Company DEN BU; customer satisfaction; customer loyalty;
中文摘要：	随着社会的进步和科技的发展，市场竞争环境日益严峻，传统的营销理论越来越难以适应复杂、多变的市场竞争环境。企业运用产品、价格、分销及促销4P营销组合策略受到前所未有的挑战，企业必须寻求更先进的市场营销理论作为指导以适应新的市场变化。期间，新的营销理论不断发展完善，关系营销理论就是其中的代表之一。关系营销理论自20世纪90年代进入中国，在短短的二十几年内得到迅速的传播，在企业界备受青睐，企业家们清楚的意识到，公司要想在激烈的竞争中赢得生存和发展，仅靠高素质的人才，先进的技术和质量过硬的产品等硬功夫还不够，还应该具有正确的客户价值观、牢固的客户关系、持久的客户满意度和忠诚度等软工夫。 DFS公司DEN事业部是从事集中供热产品制造和销售的跨国集团事业部，集团公司在经历2007年全球性的经济危机后，欧美市场的发展增长缓慢甚至个别领域出现负增长的现象，于是集团公司将目光锁定在中国这个当今最具活力的市场。DFS公司自上世纪90年代进入中国，凭借其良好的产品质量赢得客户的认同，公司在提高产品质量以及产品研发方面投入大量的精力和财力。然而随着越来越多的国外企业进入同行业和中国本土企业的发展壮大，其所面临的市场竞争环境也越来越激烈。同时，中国这个当今最具活力的市场也为身处其中的企业提供了无限的发展商机，机遇和挑战并存，于是DFS公司DEN事业部在分析所处市场环境、自身的竞争优势以及企业未来发展目标基础上，选择逐步实施以关系营销为导向的市场营销策略。企业的顺利经营和持续发展，离不开客户，在激烈的市场竞争中，企业是否能够满足客户的各种需求，提高客户满意度和忠诚度是其能否制胜的关键所在。本文将以理论和实际相结合的观点，运用PEST宏观环境分析、波特五力分析模型、SWOT以及STP等理论分析工具，对DFS公司DEN事业部实施以关系营销为导向的市场营销策略进行研究。
英文摘要：	With the progress of society and development of science and technology, market challenge becomes increasingly severe. It is harder and harder for traditional marketing theory to adjust complicated and volatile market competition environment. 4P Marketing Mix consisted of product, price, place and promotion that used by enterprises faces unprecedented challenge, which forces the enterprises to explore more advanced marketing theory as the guidance to adjust to the new market. In this period, new marketing theories have been developed and perfect continuously, one of which is the relation marketing theory as a representative. Relation marketing theory was brought into China in the 1990s, and was rapidly disseminated in the short period of 20 years. It is welcomed and favored among enterprises. Entrepreneurs have clearly realized that it is far beyond enough to survive and develop in such severe competition only by physical power like well-educated talents, advanced technologies and high-quality products. More soft powers that deserve to possess are accurate customer values, strong customer relations and enduring customer satisfaction and customer loyalty. DFS DEN BU is a multinational corporation department specializing in heating products producing. After experiencing the global economic crisis in 2007, the corporation had to face slow growth in European and American markets or even negative growth in specific fields. Imaginably, the corporation began to focus their attention to China, which is the most dynamic market at present. DFS entered Chinese market in the 1990s, and gained customer recognition by its good quality products. The company invested a great deal of energy and financial resources on product quality improvement and product research and development. Nevertheless, as more and more foreign enterprises in the same industry entered Chinese market, and as the development and expansion of domestic enterprises, DFS had to face more severe market competition. In the meanwhile, China is providing all the enterprises in the market with unlimited business opportunities and challenges. DEN promptly analyzed the market environment it involved in, intrinsic competitive advantage it presented as well as the enterprise future development target. It gradually adopted the marketing strategy that is relation marketing oriented. Smooth operation and sustained development of corporations go without customers. Meeting every requirement form customers, improving customer satisfaction and loyalty are the keys to corporation success. This thesis will integrate theory with practice, adopting PEST, Michael Porter’s Five Forces Model, SWOT, STP and other theoretical analysis tools to research the relation marketing strategy that DEN implemented.
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