【作者】 廖韦；

【导师】 唐鸿；

【作者基本信息】 四川大学 ， 工商管理， 2006， 硕士

【摘要】 发节水灌溉技术是中国农业发展的技术依托，是解决中国水资源危机的重要保证。本文根据节水灌溉业务的市场前景、业务特点、现阶段西南市场状况提出了G公司以关系营销为主导的营销战略，重新规划了G公司的三大关系营销市场，即客户市场，内部市场和相关者市场。 针对客户市场的拓展，在建立客户关系的基础上，对客户价值进行量化和评定，从而按照评定的财务层次，社交层次和战略层次实施关系营销，并提出了强化挽留客户的措施。 为有效拓展客户市场，必须搞好内部营销和相关者市场营销。内部营销论述了G公司的组织结构创新，创建有利于实施关系营销企业文化，以及员工的管理和补充；提出了相关者市场中股东市场与供应商市场的拓展措施。 本文提出的观点与措施已提交G公司，部分已付诸实施，有的已产生效益，有的正在接受实践的验证。更多还原

【Abstract】 The development of water-saving irrigation technology is technological support to develop agriculture in China, also important guarantee to solve water resource crisis .According to market prospect, business characteristic, and current market situation in Southwest, this paper put forward relation marketing oriented marketing strategy and construct three relation marketing market, namely customer market, internal market and relative market.On the basis of establishment of customer relationship, to expand target market, we quantize and assess customer value; therefore, we execute relation marketing and put forward measures to save customers according to financial level, social level and strategic level appraised.It is necessary to operate internal and relative marketing well to expand customer market effectively. In this paper, internal related chapter discuss organization structure innovation in G Company the creation of corporate culture to execute relation marketing usefully, and staff management and compensation, put forward measures to explore shareholder and suppliers in relative market.Suggestions and measures raised in this paper have been submitted to G Company, partly executed, partly operated fruitful, and partly applied to practice.更多还原