THY企业客户关系营销策略研究

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1、西南交通大学硕士学位论文THY企业客户关系营销策略研究姓名：赵青松申请学位级别：硕士专业：工商管理指导教师：涂锦20070301西南交通大学硕士研究生学位论文第1I页AbstractWiththedevelopmentofmarket。eollollay,themarketistrendingtodiversification,thecustomcI曙’needisincliningtoindividuationandthecompetitionbccOmesmorcfurious．Moreandrllorcenterpr

2、iseshaverealizedthattheyc锄’tmaintaintheircompetitiveedgeonlybygoodproductsandfinequality．Thecustomers’positioninthemarketeconomyisbecomingmoleandmorevoluntaryandithasbec,omcthemostvaluablewealthtothedevelopmentofenterprises．Howtoeffectivelyprosecutethecl／．storllff

3、l"relationshipmarketingandbuildalong-termmutualbenefitrelationshipwithcUStOlnel-shasbecomeafataltasktothemarketmanagementofenterprises．TakingTHYCompanythatproducesanddealsinchemicals够background,firstofalLthisarticlesystematicallydissertatestherelativetheoriesofcus

4、tomel-relationshipmarketing,SUmSuptheconnectionofrelationmarketingandcustonlel'relationshipmanagement,andestablishesthegroundfortheput-forwardingofCtlstomcTrelationshipmarketingstrategy．Secondly,thisartMeanalysesthedifficultiesandproblemsfacedbytheenterprisesdurin

5、gmarketingprocess，pointsoutthenecessityofcarryingoutcustomerrelationshipmarketingbyintegrating、析th烈lStolnclrrelationshipmanagementandnlake$agoodfoundationforthediscussioninthelaterchapters．Finally,thisardcleputsupfivespecificplansofcarryingoutcustomerrelationshipm

6、arketingthro．gbtheanalysisofcustomerrelationshipandalsointegratingwiththepracticalsituation：1、Setupcustomerinformationdatabase，2、EvaluatecustomelrvalueandCtlstomcrsubdivision,3、Managetherelationshipofenterpriseandcustomers,4、Developlong-termandstablecustomerrelati

7、onship，5、Buildupmanagementofcustomersexit．Trybesttoprovideinstructionfordevelopingcustomerrelationshipmarketingbytheenterprises．西南交通大学硕士研究生学位论文第m页Relationshipmarketingisaheattopicofmarketresearch．Thisarticleillustratesthecontentslikenecessityandmeasuresofca卿ngoutc

8、ustomerrelationshipmarketinginsmallandmedium-SCaleenterprisesbythewayofintegratingrelationshipmarketingtheorywiththepracticalcharacteristicsofindustrial