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1、畢業(yè)設(shè)計(jì)報(bào)告(論文)關(guān)系營(yíng)銷在我國(guó)零售業(yè)的應(yīng)用研究——以沃爾瑪超市為例所屬系經(jīng)濟(jì)管理系專業(yè)市場(chǎng)營(yíng)銷學(xué)號(hào)03511327姓 名劉丹指導(dǎo)教師黃雙穎起訖日期2014.12—2015.5設(shè)計(jì)地點(diǎn)東南大學(xué)成賢學(xué)院I東南大學(xué)成賢學(xué)院畢業(yè)設(shè)計(jì)報(bào)告(論文)誠(chéng)信承諾本人承諾所呈交的畢業(yè)設(shè)計(jì)報(bào)告(論文)及取得的成果是在導(dǎo)師指導(dǎo)下完成,引用他人成果的部分均已列出參考文獻(xiàn)。如論文涉及任何知識(shí)產(chǎn)權(quán)糾紛,本人將承擔(dān)一切責(zé)任。學(xué)生簽名:日 期:II關(guān)系營(yíng)銷在我國(guó)零售業(yè)的應(yīng)用研究——以沃爾瑪超市為例II摘要伴隨著經(jīng)濟(jì)全球化地發(fā)展和加入WTO后我國(guó)進(jìn)一步的市場(chǎng)開(kāi)放,我國(guó)的市場(chǎng)競(jìng)爭(zhēng)日益激烈,傳統(tǒng)營(yíng)銷方
2、式已不能適應(yīng)現(xiàn)代市場(chǎng)的發(fā)展,而關(guān)系營(yíng)銷在我國(guó)現(xiàn)代市場(chǎng)中卻發(fā)揮著越來(lái)越重要的作用。關(guān)系營(yíng)銷的核心是:建立、維護(hù)、改善、調(diào)整“關(guān)系”,是在傳統(tǒng)營(yíng)銷的觀念上發(fā)展起來(lái)的,是一種革新的理論。建立的關(guān)系營(yíng)銷理念,是在企業(yè)與利益相關(guān)者的關(guān)系之間展開(kāi)的,它使企業(yè)營(yíng)銷策略涉及到企業(yè)所有利益相關(guān)者。關(guān)系營(yíng)銷的特征是:從追求每筆交易利潤(rùn)最大化轉(zhuǎn)變?yōu)榱俗非笸鞣矫骊P(guān)系利益最大化。它是真正意義上符合了21世紀(jì)市場(chǎng)營(yíng)銷發(fā)展的新趨勢(shì),同時(shí)也抓住了現(xiàn)代市場(chǎng)競(jìng)爭(zhēng)的特征。在零售企業(yè)中,我國(guó)企業(yè)如果能有效運(yùn)用關(guān)系營(yíng)銷策略,在激烈的市場(chǎng)競(jìng)爭(zhēng)中,將會(huì)立于不敗之地。零售企業(yè)的主體是第三產(chǎn)業(yè),它能反映出一個(gè)國(guó)家、地
3、區(qū)的經(jīng)濟(jì)同時(shí)也反映出了社會(huì)發(fā)展的水平。我國(guó)當(dāng)前的經(jīng)濟(jì)剛好處于結(jié)構(gòu)轉(zhuǎn)型期,是加速發(fā)展的,零售業(yè)在這個(gè)時(shí)期起著舉足輕重的作用。本文主要闡述了關(guān)系營(yíng)銷的基本理論,重點(diǎn)分析了沃爾瑪關(guān)系營(yíng)銷的四大策略的應(yīng)用,然后通過(guò)沃爾瑪超市運(yùn)用關(guān)系營(yíng)銷的成功找出了我國(guó)零售業(yè)關(guān)系營(yíng)銷存在的問(wèn)題,并針對(duì)這些問(wèn)題提出了相應(yīng)的解決對(duì)策,希望我國(guó)的零售業(yè)能取長(zhǎng)補(bǔ)短,向沃爾瑪看齊。關(guān)鍵詞:關(guān)系營(yíng)銷;五大模型;營(yíng)銷策略;沃爾瑪超市IIApplicationofRelationshipMarketinginOurRetail-toWal-MartAsanExampleAbstractAlongwiththed
4、evelopmentofmarketopeningofChina'sfurthereconomicglobalizationandafterjoiningtheWTO,China'smarketcompetitionisbecomingincreasinglyfierce,thetraditionalmarketingwayhasnotbeenabletoadapttothedevelopmentofmodernmarketing,andrelationshipmarketinginChina'smodernmarketisplayingamoreandmoreimpo
5、rtantrole.Relationshipmarketingistoestablish,maintain,improve,adjustthe"relationship"asthecore,istheinnovationtothetraditionalconceptofmarketingtheory.Theestablishmentofrelationshipmarketingconcept,maketheenterprisemarketingstrategyinvolvestotheenterpriseofallstakeholders,relationshipwit
6、hstakeholdersandenterpriseiscore.Relationshipmarketingstrategycanbedividedinto:employeerelationshipmarketingstrategy,customerrelationshipmarketingstrategy,relationshipmarketingstrategy,cooperationrelationshipmarketingstrategiessuchasthefourmajormarketingstrategy.Thepursuitofmaximumprofit
7、sfromeachtransactionintopursuitwithvariousaspectsoftherelationshipbetweeninterestmaximizationisthefeatureofrelationshipmarketing,itcapturesthecharacteristicofmodernmarketcompetition,inlinewiththenewtrendofthedevelopmentofmarketingintwenty-firstCentury.IfChina'sretailenter