cmp公司渠道客户的关系营销策略研究

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1、摘要这些渠道客户进行。在自身规模尚不够大无法与行业巨头抗衡，同时本地化实施又不够充分的前提下，更需要重视与渠道客户良好关系的建立和维系，通过提供差异化的产品、服务和营销支持赢得客户对企业的高度忠诚，从而在日益激烈的行业竞争中求得自身的生存和发展。本文在探讨关系营销理论和4R策略理论的基础上，分析了CMP公司渠道客户营销管理的现状以及存在的问题，得出要改善这一现状解决现存问题需要摒弃传统的交易营销思维而实践关系营销的精神，接下来以组织渠道客户相关负责人进行焦点访谈的形式对作为实施关系营销首要前提的客户需求作了调查与分析，然后以4R策略理论为指导，从关联、反应、关系

2、、回报的层面制定了新时期适应竞争需要的关系营销策略，力图满足渠道客户的需求提升渠道客户的满意度和忠诚度，实现双方共赢和公司未来的可持续发展。关键词关系营销4R理论渠道客户电子元器件行业II··AbstractAbstractWiththedevelopmentofeconomy,progressofscienceandtechnologyandtheimprovementofpeople’slivingstandard,businessmarketisbecomingmoreandmoreprosperous,meanwhile,thecompetitionis

3、gettingfiercerdaybyday.Ontheonehand,mostoftheproductsinthesameindustrylacktheircharacteristicpersonality,ontheotherhand,customersarebecomingmorecaptiousandit’shardertogetthemsatisfied.Customersnowpaymoreattentionandaremoreinterestedintheproductsandserviceswithpersonality.Undersuchcir

4、cumstance,it’salmostimpossibletoattractcustomersandgettheirneedsmetwithuniformproducts,servicesandmarketingstrategies.Therefore,ithasbecomeanimportanttopichowtosatisfycustomers’everchangingneedswithpersonalityandtoimprovetheirdegreeofsatisfactioninordertobuildupagoodlongtermpartnersh

5、ipwiththemandgettheirloyaltytothecompany.Byservingitscustomerswell,onecompanycanbecomeawinnerinthecompetitivemarket.Andthisshouldbetheguidancetoacompany’screationofmarketingstrategies.That’swhythetheoryofrelationshipmarketinghasbeenagreedandadoptedbymoreandmorebusinessownerssinceitsf

6、irstappearanceinthe1980s.Nowlotsofcompanieshavebeentakingadvantageofthetheorytoimprovebusinessperformanceandgetthemselvesoutofbog.Thecoreproblemofrelationshipmarketingishowtobuildandmaintainagoodpartnershipwithinterestrelatedparties,andit’salsowhatCMPCompanyshouldIII··Abstractpayhigh

7、attentiontointhefuturecompetition.Aftermanyyearsofdevelopment,theelectroniccomponentindustrywhereCMPCompanyisinhasbecomerelativelymatureandconcentrated.Ontheonehand,somemagnatesoftheindustryhavesuccessfullypenetratedintoChina’slocalmarket.Withtheadvantagesincompanyscaleandhumanresour

8、ce,theyhaveo