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论文编号：	7870
作者编号：	2120132578
上传时间：	2015/12/8 1:38:00
中文题目：	锦州汉拿电机有限公司关系营销研究
英文题目：	Research on Relationship Marketing of JHEECO
指导老师：	任星耀
中文关键字：	关系营销，锦州汉拿电机，汽车电机
英文关键字：	Relationship marketing, JHEECO, motor
中文摘要：	自从1970年开始，全球经济不断进行一体化与此同时也伴随着更加严峻的企业竞争，面对着营销环境的如此错综复杂，以往传统模式的营销也面临着被淘汰的趋势，这就需要有新的营销思维和营销模式的出现。关系营销就是在这种背景下应运而生的，同时西方很多学者和商界的专家们也对关系营销学给予了较之前相比更多的关注。关系营销是把营销活动中的双方作为一个可以互动的共同体，也就是说将企业与客户、以及其内部员工、分销商、竞争者、政府组织机构和社会其它利益关联者等多方面存在的活动，其核心是与这些相关者建立长期有效的合作关系并将其保持下去，从而达到各方长期共赢的关系。本文的研究对象JHEECO公司是专业研发、生产和销售汽车用发电机、起动机的企业，也是行业的龙头企业，JHEECO公司进入电机行业以后，以短暂的时间取得了市场的普遍认可，用了不到十年的时间就由一个“新生代”发展到行业的主力军。伴随着中国加入WTO和市场经济的不断发展，汽车零部件市场的竞争压力也在不断的增强，本文通过对JHEECO公司所在电机市场的现状和发展趋势分析，了解来自外部市场的竞争压力，又通过对公司进行SWOT分析，了解公司所处的优势和劣势，提炼出有效的关系营销策略，应用到实践中，抓住机遇，不但要做好公司内部和外部的营销工作，还要做好营销策略的保障工作。本文是以行业内的著名企业JHEECO公司为例，通过案例分析，详细的介绍了公司运用关系营销所取得的成绩，也说明了关系营销策略在企业运营中的重要作用，同时也希望能够对国内其他汽车零部件企业在运营中对关系营销策略的实施提供一点帮助和借鉴。
英文摘要：	Since 1980s, with the global economic integration and enterprise competition, the traditional marketing mode is more and more unsuitable to the modern complex marketing environment, which requires a new marketing thinking and marketing model. The relationship marketing is under this background, and the relationship marketing is also more and more popular among many western scholars and people from all industries. Relationship marketing is the process of marketing activities as a mutual interaction, that is, the activities of the enterprises and customers, distributors, suppliers, competitors, enterprises staff, government agencies and other stakeholders, the core of which is to establish long-term effective cooperative relations with these stakeholders and maintain them, so as to achieve long-term win-win relationship. The research object of this paper is the JHEECO company. It is engaged in professional R & D, production and sale of automotive alternators and starters.Asthe industry's leading enterprises, since entering the motor industry, it has received the universal recognition of the markin a short period of time. During less than ten years, it becomes the main force of the industry from a "new generation". With China's accession to the WTO and the market economy continuous development,the competition of the auto parts market becomes severe.This article analyzesthe current situation and trend of the motor market, introduces the competitive pressure from the external market, and conducts SWOT analysis to understand the strength and weakness of JHEECO. Based on theoretical knowledge, the author extracts the effective relationship marketing strategy, and applies it to practice to seize the opportunity. JHEECO not only should do a good job at the company's internal and external marketing, but also should be good at the guaranteeing work of the marketing strategy. This paper takesJHEECO,a famous enterprise in the industry, as an example.Through the case analysis, the author introduces this company's use of relationship marketing and its achievements, illustrates the important role of relationship marketing in the enterprise, hoping to provide some help and reference for the related companies on the implementation of relationship marketing.
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