【作者】 刘刚；

【导师】 唐守廉；

【作者基本信息】 北京邮电大学 ， 工商管理， 2010， 硕士

【摘要】 进入21世纪,信息技术的发展、知识经济和的全球化的到来,使各个企业的营销环境发生了很大的变化,面对不确定性环境企业的经营活动变得愈加复杂。企业的营销已不再是围绕产品进行简单的生产、开发和销售,而是需要更加密切地关注企业与上游厂商、企业与客户、企业与员工之间建立和维持相互满意的长期关系,以此获得合作各方的长期利益。本文以基站空调行业为背景,关系营销为理论依据,分析了目前国内基站空调行业的竞争概况和发展趋势,以及主营通信基站空调销售和服务的RHC公司客户服务的现状及其所面临的市场机遇和挑战,阐述了在市场竞争日趋激烈的情况下开展关系营销的紧迫性和必要性,并对RHC关系营销的具体实践进行了分析。同时,总结了RHC公司现有市场营销和客户服务存在的不足并提出了解决方案,对研究以电信运营商为大客户的关系营销起到抛砖引玉的作用。更多还原

【Abstract】 In the twenty-one century, Development of information technology, Global Economy and knowledge economy are in built, which changes marketing environment of enterprise deeply. Enterprise operation has become more complicated increasingly in an indefinite environment. Business to business marketing is not easy exploitation, sales and product, but is concerned with the long-term relation of business and customer, business and supplier, business and inner worker, in order to acquire the long-term benefit of cooperators. Business to business marketing is not easy exploitation, sales and produce, but is concerned with the long-term relation of enterprise and customer, enterprise and supplier, enterprise and inner worker, in order to acquire the long-term benefit of cooperators.Taking the base station air-conditioning industry as a background, the thesis analyzed the present situation of relationship marketing in RHC Company, also the market opportunities and challenge RHC Company is facing with the relationship marketing theory and characteristic; illustrated that it’s necessary to conduct relationship marketing to the key customers in the more and more keen competition; studied the ways of relationship marketing design and execution. Also, it summarized the problems that existed in the present marketing and customer service of RHC Company, and put forward the way to solve them. It will help others on the study of relationship marketing facing to the Telecommunications Operators.更多还原