【摘要】：經濟飛速發(fā)展，隨著塑料工藝的更新和技術的進步，塑料管道在排水、給水、燃氣、光纜、埋地電力等管道網絡領域的被廣泛使用。我國是全球塑料生產和使用的大國，宏觀政策上對金屬管道的限制性使用和市場上塑料管道的優(yōu)良性能得到了廣泛認可，更使得塑料管道行業(yè)獲得了前所未有的發(fā)展機會。隨著城鎮(zhèn)化進程的推進，各領域對塑料管道的需求擴張之勢增長明顯。良好的市場發(fā)展空間，巨大的市場需求，伴隨著日益加劇的市場競爭。管業(yè)市場各類塑料管道生產企業(yè)迅速增加，市場供應能力增強，對于市場的占領和爭奪使得金鉆管業(yè)只有在競爭中領先一步獲得主動權才能立于不敗之地。 市場的運行是參與經濟活動的各個主體之間為了進行交換而開展的關系的建立、維護、終止的過程。以交換為市場運行的中心，各經濟利益體關系在不斷變化，關系的主體就是企業(yè)、政府、個體，其中企業(yè)根據在產業(yè)鏈中的不同位置有供應商、生產商、中間商等。在金鉆管業(yè)所處的產業(yè)鏈中，與金鉆相關的主體有供應商、經銷商、大客戶等，，在關系網絡的構建和維護以及推進中能否獲得優(yōu)勢關系到金鉆管業(yè)的短期效益好壞，也關系到是否能獲得在發(fā)展的機會。 本文以金鉆管業(yè)為案例，首先，基于市場關系營銷的相關理論基礎，采用PEST和SWOT對金鉆管業(yè)的營銷環(huán)境進行了詳細的分析；其次，運用市場關系營銷理論進行分析，發(fā)現金鉆管業(yè)在大客戶關系營銷、分銷商關系營銷和內部關系營銷中存在的問題和不足；最后，我們針對金鉆管業(yè)營銷環(huán)境，構建了客戶關系，分銷商關系，內部關系的關系營銷模式，然后提出了加強服務意識，樹立正確的關系營銷理念，建立健全營銷隊伍、合理設置人員結構以及健全的激勵機制等保障措施。
[Abstract]:With the rapid development of economy, with the renewal of plastic technology and the progress of technology, plastic pipes are widely used in the field of drainage, water supply, gas, optical cable, buried power and other pipeline networks. China is a large country in plastic production and use in the world. The restrictive use of metal pipes and the excellent performance of plastic pipes in the market have been widely recognized in macro policies, which has made the plastic pipeline industry obtain unprecedented development opportunities. With the development of urbanization, the demand for plastic pipes is increasing obviously. Good market development space, huge market demand, accompanied by increasing market competition. All kinds of plastic pipe manufacturing enterprises in pipe industry market are increasing rapidly and the market supply ability is enhanced. The occupation and competition of the market make the gold drill pipe industry only get the initiative in the competition to win an invincible position. The operation of the market is the process of establishing, maintaining and terminating the relationship between the main bodies involved in economic activities in order to exchange. With the exchange as the center of market operation, the relationship between economic interests is constantly changing. The main body of the relationship is enterprise, government and individual, among which enterprises have suppliers, producers, middlemen and so on according to different positions in the industrial chain. In the industry chain of gold drill pipe industry, the main bodies related to gold drill are suppliers, dealers, large customers, etc. Whether or not the advantages in the construction and maintenance of the relationship network will affect the short-term benefits of the gold drill pipe industry. It's also about whether you can get opportunities in development. Firstly, based on the related theory foundation of market relationship marketing, the paper uses PEST and SWOT to analyze the marketing environment of gold drill pipe industry in detail; secondly, it analyzes the marketing environment of gold drill pipe industry by using the theory of relationship marketing. The problems and shortcomings of cash drilling pipe industry in the marketing of large customer relationship, distributor relationship and internal relationship. Finally, we build customer relationship and distributor relationship in view of the marketing environment of gold drill pipe industry. The relationship marketing model of internal relationship is put forward, and the guarantee measures such as strengthening service consciousness, establishing correct relationship marketing idea, establishing and perfecting marketing team, rationally setting up personnel structure and sound incentive mechanism are put forward.
【學位授予單位】：湘潭大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F274;F426.92

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