?????д????????????д??????????д????????????

??????????

??????
???????λ?????? > ????????? > mba???? >
??????????????????????????
???????2019-10-08
??????
????
?????????й???????????????????????????????????Σ?????????????????????????????????????????????????????????????????????Ч??????????????????????????????????????????????г????й????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????£???????????????????????????????ù???????????????????????????????????????????????г??????????????????

??????????????????????????
????
?????????? CA ??????????????????????????????????????????????????????г???????????????????????????湲??壬?????г?????????г??????????г??????????г??????????г?????????г???????????????????г????????????????г??????????????г???????
????
??????? CA ??????????????????????????????????? CA ??????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????乹???????????????????????????г?????????????????о???????? CA ??????????????????????????????????????????á?
????
??????????? ???????????г????????????????
????
????Abstract
????
????With the rapid development of China's economy, the municipal and real estate industries have entered an unprecedented stage of development, which has also led to the development of the composite material covers industry. Due to the particularity of the manhole cover industry and the particularity of the service object. It remains the keypointthathowtoorganizetheenterprise’sinternalandexternalresourcestoprovide high-quality products and services, to improve customer satisfaction and to achieve profit targets at the same time. The relationship marketing theory is just in line with the trend of times. In the current fierce competition and serious product homogeneity, an increasing number of composite well cover companies have started to use relationship marketing means to improve corporate profitability and visibility, enhance customer loyalty and increase market share.
????
????Taking CA Manhole Cover Co., Ltd. as an example, based on the review of the relationship marketing concept and related theories, combined with the relationship marketing six market model, the interests’ community related to the company’s business development, such as customer market, supplier market, competitor market,internal staff market, the distributor market and the influencer market, are elaborated.
????
????By improving and enhancing the relationship with various markets, the goal of stabilizing the original market share and continuously opening new markets have achieved. Based on the analysis of the internal and external environment of CA Manhole Cover Co., Ltd., the status quo of relationship marketing of CA Manhole Cover Co., Ltd., and the problem are summarized. At the same time, put forward the corresponding optimization strategy and implementation plan. A well-established relationship marketing strategy can create a good internal and external environment for the company’s development; it can enhance the customer’s viscosity and create a large number of loyal customers; can build partnership between different companies in the same value chain and promote the company’s overall marketing strategy. This research has certain enlightenment forCAWell CoverCo., Ltd. and other enterprises in thesame industry.
????
????Key Words:? ?Relationship Marketing; Six Market Model; Composite Well Cover??
????
?????? 1 ?? ????
????
??????????????????????????о???????в????????????????о????????·???棬?????????????????????о???????????????????о???
????
????1.1 ?о???????
????
?????????????????????????????????????г?????????????仯??????????????????????????????????????????г??????????????????????????????????????г??????????????????????????????????????????????????е???????????????????????仯?????о??????????????????????????????????????????棬???????????????λ?ú????????????????????????????????????????????????????????
????
?????????????????????????????????????????????????????????????Ч???г????????????????????????????????????????????????????????颟?????????????????????????????????????????????????
????
?????????????????????????????????????????沢????????????????????????????£????е?????????????????????????????????????????????????????????????????С????????л???????????????????辞?????????????????????湫?????????????????????????????????漰??????????????????坞y????????档?????????????????????????????????????????????????????????????????????????塣???????????????????????????????????е???????????????????γ?????????????——??????硣???????????????????Ч???????磬???????????
????
?????????????????????????????????????????????????????????????????????????????????????????? Berry ?????о??????????????????????Jason ?????????????ú??????????????乹?????????????????????????????????????????????????????????????????????????????????????????????г????????????????????????漰?????Χ????????????г????仹??????????г???????г??????????г????????????г??????????????????????г???????漰??Χ??
????
????1.2 ?о?????
????

?????????????????????????????????й??????????????????????????????????????????????????й????徭????????????£?????????????????????????????????????????????й滮???·???????????????????????????????????????г????????????ò???????????????
????
??????????????????????????????????????????????????????????????????????ī?????????????????????????????????????????????????????ī??????????????????????????????????????????????????????????????????????????????????????????÷?????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????в??????????????????????????????????????????????????????????????????????????????????á?????????????????????????????????????????????????????????????????????????????????? 1 ????????????????????? 80%??
????
?????????????й?????????÷?????????????????????????????y???????????????????и????????????????????????????з???????????????????????????????????С????й??????????????????£????й滮???·???跽??????????????????????????????
????
??????????????????????????????????????????????????????????????????? FRP ???????????????????????????????????й??????????????????????????д????Щ????
????
??????1????δ???????????????????????????е????й?????????????????????????????????????????????????????????????????????????????????????????????????????????????????????1????????????????????????????????????м????????3??????????????????????о????????????????????????е????????????????????????????????????????????????????????????н?????????????????????μ?涨????????????????????????
????
?????????????????????????????Ψ????????й????????????????????????飬??????????????????????????????о???????????????????????????????Ч????????г????????????????????????????д????????????Ρ????????????????????????????????Ч????“????????”??????????????????????????????????????????????????????????????????????????????羮?????????????????????????????????????λ?????????????????????????????????????????????????????????????????骂?1????????????????????????·?????????????
????
??????2?????????????????????????????к???????????????????????????????????????????????????????????????????????????????????????????????б????λ?á?????????????????
????
????
????
???????????????????????????????????????????????????ж??????????????????????????????????????????????????С??????????????????????????????????????δ??????????С?
????
??????3???????????????????????????????г?????????λ?????????????????????????????????????γ?á??????г????????????????????????????????????????????????????????????????o??????????????????г???????????????в???λ????????????“??????”??????????????????????????????y?????????????????????????????λ?????
????
????CA ????????????????????????????ι????????????????????????????????????????? 1998 ?????????????????????????????????????豸????????????????????????κ?????????????????????г??????????????????????????????????????????????????????????????????
????
???????????????????CA ????????????????????????????е???????
????
?????? 2000 ??????????????? 860 ??????? 2008 ??????????????? 2500??2008 ?? 2015 ?????????????????? 2015 ??????????????????? 5000 ??????????????????????????г??????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????
????
?????????????????????????????????????????棬??????????????1????????????????????????????????????????漤????г??????£???????г?????????λ???????????????????????????????????????????????????????
????
??????????????????????????????????????????????????
?
????
????1.3 ?о?????

????1.3.1 ????????
????1.3.2 ???????
????
????1.4 ????????????о??????????????
????1.4.1 ??????????о?
????1.4.2 ??????????о?
????1.4.3 ??????????????
????
????1.5 ?о????????о?????
????1.5.1 ?о?????
????1.5.2 ?о??·????
????
????1.6 ??????μ?
????
????1.7 ????С??
????
?????? 2 ?? ?????????????
????
????2.1 ??????????????
????
????2.2 ???????????綨
????
????2.3 ?????????

????2.3.1 ????г?
????2.3.2 ??????г?
????2.3.3 ???????г?
????2.3.4 ???????г?
????2.3.5 ???????г?
????2.3.6 ??????г?
????
????2.4 ?????????——????????
????
????2.5 ??????????
????
????2.6 ????С??
????
?????? 3 ?? CA ?????????????????????
????
????3.1 CA ???????????
????
????3.2 ????????????????——PEST ???????

????3.2.1 ???λ???????
????3.2.2 ???????????
????3.2.3 ?????????
????3.2.4 ???????????
????3.2.5 PEST ????????
????
????3.3 ???????????????——???г????
????3.3.1 ????г?
????3.3.2 ??????г???????????????????????
????3.3.3 ???????г?
????3.3.4 ????г???????????????????
????3.3.5 ???????г??????????????????????????
????3.3.6 ??????г?????????????????????????????
????
????3.4 ???????????
????3.4.1 ?γ??????·?????????
????3.4.2 ??????··???·?????????
????
????3.5 ????С??
????
?????? 4 ?? CA ???????????????????????
????
????4.1 CA ????????????

????4.1.1 ????????????
????4.1.2 ??????????????????
????
????4.2 CA ?????????????
????4.2.1 ?????????????
????4.2.2 ???????????????????
????
????4.3 CA ??????????????
????4.3.1 ??????????????
????4.3.2 ????????????????????
????
????4.4 CA ???????????????
????4.4.1 ???????????????
????4.4.2 ?????????????????????
????
????4.5 CA ??????????????
????4.5.1 ??????????????
????4.5.2 ????????????????????
????
????4.6 CA ?????????????
????4.6.1 ?????????????
????4.6.2 ???????????????????
????
????4.7 ????С??
????
?????? 5 ?? CA ?????????????

????
????5.1 CA ????????????????
????5.2 CA ?????????????????
????5.3 CA ??????????????????
????5.4 CA ???????????????????
????5.5 CA ??????????????????
????5.6 CA ?????????????????
????5.7 ????С??
????
?????? 6 ?? CA ?????????????????
????
????6.1 CA ????????????????????????
????6.2 CA ???????????????????????
????6.3 ????С??

?????? 7 ?? ????

????????????????????????——??????????????????????£????????????г??????? CA ??????????????????????????????????г?????????????????系?????г???????????????????????????????????????????????????????????????????????????????????????????????Ч?????????????????????????????????????г??????????????????????????????????????????????γɡ????????г?????ó????????????????????????????????????????????????“??”???????????????г??ζ?????????????????????????????????????????????????????????????????????????г?????????????????????????????????г????????????????Ч????????????????????????β??????????????????????????г???δ????????????????????????y?坞?????????????????????????飬????????????????????????????

????????????????????????????????????????????£??????????????????????????о?????? CA ??????????????????????????????????????????????????????????????Χ????????????????????????????????Σ????? SPIN ?????????????????????????????м???????????????Σ??ε????????????????????????????????????Σ?????????????????????????м???????ξ??????????????????Σ????????????????????????????????????????????????????????Σ???Ч?????????????????????????????????????????????????y?Σ?????????????????乹?????????????????

????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????м????????????????????????γ?????????????????г????????????????????Χ???????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????й??????????????????????????????????佨??????????????????????????????????й???????????涨???????????????????????????????????????????????????????????????????????????????????????????

???????????????й????У????????????п?????????飬??????????????????????????????????????????????????????????????????????????????湲???????????????

?????ο?????

??????????
???????
??????У??????????????????????д?????????????????????????????????????????????????λ???
???????????????????磬???в????????????棬????????μ??д????????????????????????shlunwen@163.com