【作者】 李可；

【导师】 杨江；

【作者基本信息】 四川大学 ， 工商管理， 2005， 硕士

【摘要】 本文针对的主要是面向组织市场,经营工业商品的经销商,工业品市场由于客户集中,边际利润较高,经销商一直是其市场链中重要的一环。但随着市场的透明和产品竞争的加剧,顾客认为经销商专业性不强,而供应商也开始采取减少中间环节的做法,供应商到客户的市场链正在缩短,经销商的市场空间受到挤压;另一方面顾客许多个性化的需求得不到满足,市场需要增值服务,也为经销商提供了新的机会。 为了解决以上的问题,本文以我所在企业为例,提出了工业品经销商从市场营销到关系营销观念的转变,着重分析了顾客市场和制造商市场关系营销实施方案,包括建立与客户伙伴营销,依靠服务建树立品牌;与制造商结成战略同盟,共同开发创造市场;另外也分析了内部、竞争者、影响者市场关系营销的具体方法,并提出了重建经销商和制造商、客户之间以满足客户需求为导向的价值链。 关系营销是目前市场研究的一个热点,本文是将关系营销理论和工业品经销商的实际特点相结合,从提升经销商的价值和市场空间的角度,诠释了经销商实施关系营销的必要性,具体措施,启示和思考,即有创新,又有可操作性,希望对工业品经销商实施关系营销有些许帮助。更多还原

【Abstract】 This article aims at mainly focuses on the professional customer, the management specialized commodity dealer, specialized market of customer centralized, for marginal returns is higher, the dealer is always an important link in the market chain. It is transparent and product competition intensifying along with the market, the customer thought the dealer specialization is not strong, but the supplier also starts to adopt the reduced middle link the procedure, is reducing the supplier to the customer market chain, dealer’s market space receives the extrusion; On the other hand the customer many individualities demands cannot obtain satisfy, market requirement increment service, also has provided the new opportunity for the dealer.Above in order to solve the problem, this article take me in the enterprise as an example, proposed the dealer from the market marketing to the relational marketing idea transformation, has emphatically analyzed the customer market and the supplier market relations marketing implementation plan, including the establishment and the customer partner marketing, depends upon the service achievements to set up the brand; Forms the strategic union with the dealer, develops together creates the market; Reconstructs between the dealer and the supplier, the customer take meets the customer need and makes the implementation relations marketing as the guidance value chain the team and so on.The relational marketing is a at present marketing research hot spot, thisarticle is relates the marketing theory and dealer’s actual characteristic unifies, from promoted dealer’s value and the market space angle, the annotation dealer has implemented the relational marketing the necessity, the concrete measure, the enlightenment and the ponder, namely had the innovation, also had may be operational, hoped implemented the relational marketing to the specialized dealer to have the trifle help.更多还原