Dissertation > Excellent graduate degree dissertation topics show

AA Group to carry out value for customers Discussion on Relationship Marketing

Author: DengDeng
Tutor: XuDeChang
School: Southwestern University of Finance and Economics
Course: Business Administration
Keywords: Customer Value Relationship Marketing Management chain Marketing environment
CLC: F274
Type: Master's thesis
Year: 2006
Downloads: 180
Quote: 1
Read: Download Dissertation

Abstract


Due to the superposition of the trend of globalization, technological progress and economic liberalization and other factors, many market competition to the ultra-competitive market, the construction machinery market also can not avoid this white-hot competition. , Many construction machinery products oversupply, the price war between the manufacturers come and go, in order to gain market advantage. However, due to the current marketing costs are almost always open, the technology is transparent, promotions height \domestic construction machinery industry has brought a greater impact, the enterprise marketing success or failure in the end depends on what has become the focus of attention of all enterprises. This paper aims to combine AA Group's external environment, internal capacity, operating status analysis and comparison with competitors analysis, draw traditional price competition marketing model is difficult to adapt to the needs of the market, in other words, it is difficult to maintain the existing customer market, impossible to open up new customer markets, we advocate the introduction of relationship marketing management as the core customer value. In detail, not only need to value and value chain management, relationship marketing theory based around the value of the core elements to establish a customer value vertical and horizontal, a combination of static and dynamic value management mode, and should customer value as the center value chain management linked to a variety of interactive relationship between the company and its customers value for customers, according to the value management model to establish the value of a set of integration of business behavior management chain. The purpose of this paper and its significance is that through a combination of theoretical analysis and the actual situation, the set can be carried out under the existing conditions of relationship marketing program. First customer buying behavior of the construction machinery market analysis, customer value have been classified, found that AA Group in the value of the disadvantages pointed out to establish the direction of the value advantage, value proposition. Followed by the development of relationship marketing plan, create and deliver customer value through six market model analysis, in order to establish its value advantage. To effectively promote the implementation of relationship marketing program, marketing organization system reconstruction. Domestic construction machinery industry marketing environment continues to change, coupled with the restrictions of the level of research and research conditions, there are still a lot of need for further research, such as: customer value in construction machinery management of dynamic,

Related Dissertations

  1. Sun Wah Group study in the power plant DCS industry marketing strategy,F274
  2. Hepatitis B antiviral HK Market Analysis and Optimization of marketing mode,F274
  3. Relationship marketing strategy research based on mass customization perspective,F274
  4. Shenzhen Tyco Electronics Ltd. Customer Relationship Management,F426.63
  5. The Research on the System Evaluation Beijing FX Technology Co., LTD Customer Value,F274
  6. A Measurement Study of Customer Value Based on It’s Relativity,F274
  7. Classification of Customer Value Based on Rough Sets - Neural Network,F224
  8. Brand Competitiveness Research Based on Customer Value,F273.2
  9. Chinese restaurant chain enterprise knowledge management system research,F719.3
  10. Shenyang Wanke Real Estate Company Relationship Marketing Strategy,F274
  11. Research on Relationship Marketing in the Brokerage Business in Huatai Securities,F832.51
  12. Research on Le Shan Tourism Market,F592.7
  13. Case Study on the Energy Conservation Management of TH Chain Department Store,F206
  14. Research on Improvement of Real Estate Company Competence Based on Customer Value,F293.33
  15. Customer value assessment based on comprehensive foreign trade enterprise channels of customer classification,F752;F224
  16. Airport VIP Services Analysis System Design and Implementation,V351.3
  17. Research on Credential Chain Discovery Mechanism Based on Improved Role-based Trust Management Language,TP393.08
  18. The Marketing Strategy Research of Dalian Jiuguang Department Store,F721
  19. Research on Influencing Factors of Relative Customer Value,F224
  20. Research on Audience Value in Proffessional Basketball League,G841
  21. Research on the Dealer Integrated Value Evaluation of H Tobacco Company,F426.8

CLC: > Economic > Economic planning and management > Enterprise economy > Enterprise Marketing Management
© 2012 www.DissertationTopic.Net  Mobile