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1、 市场营销结业论文题目：蒙牛之关系营销姓名：xxx班级：xxx学号：xxx指导老师：摘要越来越多的企业意识到，寻求与客户建立和维系一种长期的战略伙伴关系是使交易双方企业获得双赢的最大保障。因此在此基础上，关系营销应运而生。关系营销是美国营销学者巴巴拉杰克逊于1985年首先提出的，菲利普科特勒在其营销管理第六版也有论述，从80年代起迅速风靡全世界。它是现代西方营销理论与实践在传统的交易型营销基础上的一个发展和进步。一、 关系营销的作用，含义及实质关系营销是作为交易营销的对称提出的，提出的原因是单靠交易营销建立的晶牌忠诚度不稳，回头客太少；而现实营销中企业的生意不断，有些企业则是一次性交易。究其根
2、源是企业与顾客的关系不同。为了扩大回头客的比例，提出关系营销。 1关系营销的作用(1)收益高。向现有顾客继续销售而得的收益，比花钱去吸引新顾客的收益要高； (2)可以保持更多客户。随着顾客日趋大型化和数目不断减少，每一个客户显得越来越重要；(3)扩大顾客范围。企业对现有客户的交叉销售的机会日益增多，维持老的，开发新的；(4)提高市场效力。企业间形成战略伙伴关系更有利于对付全球性的市场竞争；（5)吸引大型设备和复杂产品的购买者。购买大型设备，复杂产品的客户，对他们来说，销售只是开始，后面有大量的工作要做，必须掌握关系营销。 2关系营销的含义指买卖双方间创造更亲密的工作关系与相互依赖关系的艺术。企
3、业与顾客、分销商、经销商、供应方等建立、保持并加强关系，通过互利交换及共同履行诺言，使有关各方实现各自的企业与购买者之间创造更亲密的工作关系和相互依赖伙伴关系，建立和发展双方的连续性效益，提高品牌忠诚度和巩固市场的方法和技巧。3关系营销的实质在买卖关系的基础上建立非交易关系，以保证交易关系能持续不断地确立和发生。关系营销的关键是顾客满意。关系营销的准则如下：共存共荣-双方获利。互相尊重-和谐一致，富有人情味。诚恳守信-坦诚相待。目标明确-合作关系建立前有明确目标。长期合作-不基于短期优势，基于长期机会。了解对方-深入了解对方的文化背景。最佳合作-双方为最佳合作状态而努力。经常沟通-及时解决问题
4、，消除误会。共同决策-不强加于人，双方自愿。长期延续-关系长期延续。 ABSTRACTMore and more companies realize, seek and customers to build and keep a long-term strategic partner relationship is that both trade enterprises to gain win-win maximum security. So in this basis, relationship marketing arises at the historic moment.Relation
5、ship marketing is the marketing scholar Barbara Jackson was first proposed in 1985, Philip p.m. in the marketing management of the sixth edition also have discuss, from the 80 s quickly spread all over the world. It is the modern western marketing theory and practice in the traditional transactional
6、 marketing on the basis of a development and progress.A, the role of relationship marketing, the meaning and essenceRelationship marketing as a trading marketing of symmetry is proposed, the reason is put forward by a single business marketing of crystal brand loyalty instability, repeat customers t
7、oo little; And the reality of the business enterprise marketing constantly, some enterprise is a one-time deal. Investigate its roots are in the enterprise and customer relationship is different. In order to enlarge the proportion of repeat customers, put forward the relationship marketing.1. The ro
8、le of relationship marketing(1) High returns. Existing customers and to continue to sell the earnings, than spending money to attract new customers benefits to high;(2)Can keep more customers. With the growing number of large-scale and customer dwindling, every customer is becoming more and more imp
9、ortant;(3)Expand the customer range. Enterprise to existing customers the chance of cross selling increasing, maintain the old, the development of new;(4) Improve market effect. The enterprise strategic partnership between a more conducive to deal with the global market competition;(5) To attract la
10、rge equipment and complex products buyers. To buy large equipment, complex products customers, for them, sales is just the beginning, behind have a lot of work to do, must master relationship marketing.2. The meaning of relationship marketingRefers to buying and selling between both parties to creat
11、e more intimate working relationship and mutual dependence of art. Enterprise and customers, distributors and dealers, such as the establishment of the supplier, maintain and strengthen relations, through the mutual benefit and exchange and common fulfill their promises, so that all parties to reali
12、ze the respective enterprise and buyers to create more intimate between working relationship and mutually dependent relationship, establish and develop between the two sides of the continuity benefits, enhance brand loyalty and consolidate market method and the skill.3. The essence of relationship m
13、arketingIn the business established on the basis of the relationship between trade relationship, to ensure that trade relationship can continuously established and happen. The key of relationship marketing is customer satisfaction. Of relationship marketing standards are as follows:(1)Both sides coe
14、xistence profit.(2) Respect each other, harmony, more milk.(3) The sincere and trustworthy-honesty.(4) The clear goal-cooperation relationship with clear goals before.(5)Not long-term cooperation based on short-term advantage, based on long-term opportunities.(6)Know each other-understanding each ot
15、hers culture background.(7)The best cooperation-both for the best state cooperation and efforts.(8)Often communication-timely solve the problems, eliminate misunderstanding.(9)Common decision-not upon others, the voluntary.(10)Long-term continuance-long-term continuance relation.目录一、绪论6二、蒙牛在市场营销中所使用的主要手段7（一）“PK台”之营销手段：娱乐营销VS奥运营销71.蒙牛：借势“超级女声”的娱乐营销72.伊利：“赞助之争”赢得奥运营销8(二)“PK台”之品牌塑造：领跑VS追逐101.伊利：打造乳业第一品牌102.蒙牛：品牌的比附定位11(三)“PK台”之领导者：“钢”少帅VS“牛”老将121.伊利： 少帅潘刚的激情与自
