关系营销在我国零售业的应用研究 - 以沃尔玛超市为例

毕业设计报告(论文)

关系营销在我国零售业的应用研究——

以沃尔玛超市为例

所属系

经济管理系

专 业 市场营销 学 号 03511327 姓 名 刘 丹 指导教师 黄 双 颖 起讫日期 2014.12—2015.5 设计地点 东南大学成贤学院

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东南大学成贤学院毕业设计报告（论文）

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本人承诺所呈交的毕业设计报告（论文）及取得的成果是在导师指导下完成，引用他人成果的部分均已列出参考文献。如论文涉及任何知识产权纠纷，本人将承担一切责任。

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关系营销在我国零售业的应用研究——以沃尔玛超市为例

摘 要

伴随着经济全球化地发展和加入WTO后我国进一步的市场开放，我国的市场竞争日益激烈，传统营销方式已不能适应现代市场的发展，而关系营销在我国现代市场中却发挥着越来越重要的作用。关系营销的核心是：建立、维护、改善、调整“关系”，是在传统营销的观念上发展起来的，是一种革新的理论。建立的关系营销理念，是在企业与利益相关者的关系之间展开的，它使企业营销策略涉及到企业所有利益相关者。关系营销的特征是：从追求每笔交易利润最大化转变为了追求同各方面关系利益最大化。它是真正意义上符合了21世纪市场营销发展的新趋势，同时也抓住了现代市场竞争的特征。在零售企业中，我国企业如果能有效运用关系营销策略，在激烈的市场竞争中，将会立于不败之地。

零售企业的主体是第三产业，它能反映出一个国家、地区的经济同时也反映出了社会发展的水平。我国当前的经济刚好处于结构转型期，是加速发展的，零售业在这个时期起着举足轻重的作用。本文主要阐述了关系营销的基本理论，重点分析了沃尔玛关系营销的四大策略的应用，然后通过沃尔玛超市运用关系营销的成功找出了我国零售业关系营销存在的问题，并针对这些问题提出了相应的解决对策，希望我国的零售业能取长补短，向沃尔玛看齐。

关键词：关系营销；五大模型；营销策略；沃尔玛超市

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Application of Relationship Marketing in Our Retail - to Wal-Mart As

an Example Abstract

Along with the development of market opening of China's further economic globalization and after joining the WTO, China's market competition is becoming increasingly fierce, the traditional marketing way has not been able to adapt to the development of modern marketing, and relationship marketing in China's modern market is playing a more and more important role. Relationship marketing is to establish, maintain, improve, adjust the \The establishment of relationship marketing concept, make the enterprise marketing strategy involves to the enterprise of all stakeholders, relationship with stakeholders and enterprise is core. Relationship marketing strategy can be divided into: employee relationship marketing strategy, customer relationship marketing strategy, relationship marketing strategy, cooperation relationship marketing strategies such as the four major marketing strategy. The pursuit of maximum profits from each transaction into pursuit with various aspects of the relationship between interest maximization is the feature of relationship marketing, it captures the characteristic of modern market competition, in line with the new trend of the development of marketing in twenty-first Century. If China's retail enterprises can effectively use the strategy of relationship marketing, will remain invincible in the fierce competition in the market.

Retail enterprise is the main body of the third industry, can reflect the economic and social development level of a country or region. The current our country economy just in transition to accelerate the development of the third industry structure of the retail industry, play a decisive role in this period. This paper mainly expounds the basic theory of relationship marketing, focus on the analysis of the four strategies of WAL-MART of relationship marketing, and then analyzes the present situation of supermarket of relationship marketing, and the current situation countermeasures were put forward, finally puts forward some suggestions on the implementation of relationship marketing strategy WAL-MART supermarket.

Keywords: Relationship Marketing; Five Models; Marketing Strategy; WAL-MART Supermarket

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