我国水泥企业的关系营策略毕业论文.doc

毕业设计（论文）题目:我国水泥企业的关系营销策略分析诚信承诺 本人______声明，本论文及其研究工作是由本人在导师指导下独立完成，论文所利用的一切资料均符合论文著作要求，且在参考文献中列出。 签名： 日期： 摘 要 I摘 要 36 -摘 要　　水泥企业和其他企业一样，在经营过程中必须和社会公众发生合作关系。这种合作关系的成功与否，直接关系到企业的前景和兴衰。关系营销作为一种近年来兴起的营销理论之一，在我国的市场实践中取得了积极的效果。尤其在中国这样一个具有中国特色文化的传统国家当中，关系营销的运用更是如鱼得水，活力无限。水泥企业，作为资料类生产企业，其产品的消费者绝大多数都是组织机构，关系营销的成功与否，直接影响着销售总量的高低和市场份额的升降。因此，探讨关系营销理论，并把关系营销理论应用到水泥企业的日常管理，尤其是应用到销售管理之中，具有特殊的实用价值。 本文利用摩根和汉特的关系营销理论，分析水泥企业在经营中遇到的十种关系带来的相关问题，提出了应对这些问题的解决措施，这些措施正是水泥企业关系营销策略的体现。希望对我国水泥行业有所启示。关键词：关系；关系营销；营销策略；水泥企业Abstract Cement companies and other enterprises, must be cooperation between the public places. The success of this relationship is related to the rise and fall business prospects. Relationship marketing as a marketing theory in recent years the rise of one of the practice in the market has achieved positive results. Especially in China, a culture with Chinese characteristics, traditional country, the relationship marketing more at home, limitless energy. Cement companies, as a kind of production enterprises, the overwhelming majority of consumers of its products organization, the success of relationship marketing, direct impact on the level of total sales and market share movements. Therefore, the theory of relationship marketing and relationship marketing theory to the cement companies in the daily management, especially applied to the sales management among the special practical value. In this paper, Morgan and Hunts relationship marketing theory, cement companies in the business relations encountered dozens of issues related to proposed responses to address these obstacles, these measures is the concrete manifestation of corporate relationship marketing strategy. Want to have implications for Chinas cement industry. Keywords: relationship; relationship marketing; marketing strategy; Cement enterprise目 录 15 -我国水泥企业的关系营