捷豐集團(tuán)有限公司關(guān)系營(yíng)銷(xiāo)戰(zhàn)略研究.pdf

1、湖南大學(xué)碩士學(xué)位論文捷豐集團(tuán)有限公司關(guān)系營(yíng)銷(xiāo)戰(zhàn)略研究姓名：李筍林申請(qǐng)學(xué)位級(jí)別：碩士專(zhuān)業(yè)：工商管理指導(dǎo)教師：曾德明20020101AbstractWiththerapiddevelopmemofourcountry’scentralair——conditioningindustry，1argequamityofjointventuresorprivateenterpriseshaVedeVelopedduringthelatest20ye

2、ars，andSuperlinkCrOupisone0fthemostperfbctenterprisesButOneenterprisewhichOwnscOntemparycOmpetitiVeadVantagehowtokeepcontinualcompetitiveadvantage，isanerasubjectbefbretheoryandenterprisesOnthebasisofthedevelopmentofSupef

3、linkGroup，thearticlenarrates恤eanalysesandstudiesofthepublicsalestrategyperformedbySuperlinkGroupsystemicallyaccordingtothegeneraltheoriesofmafketsalesandstrategicmanagementFirstly，thispaperanalysescentralair—conditioning

4、industrybackgroundandSuperlinkGroup’sdeVelopmentbackgroundItdiscussestherelationshipmarketingtheory，indicitingthatrelationshipmarketingstrategyincludingfoundamentalandsystemicelementsThefoundamentalelementsincludes：promi

5、ses，trust，reciprocity，bondingandempathy：Thesystemicelementsincludes：Informationmanagementsystems，corperatecultureandcorperateidentityfoundationThenitanalysesmarketenvironment，productlif色circleandthenecessityofSuperlinkGr

6、oup’schoosingretionshipmarketingstrategyAtthesametime，themarketenvjronmentsinviabletefmsanditsvariatjonandviablestrategiesduetothedif‘ferentdevelopmentsoftheenterpriseindif蕾erentlifbcircletermsarediscussedinordertokeepth

7、eenterprisetoowncontinualcompetitiVeadVantageAt1ast，thispaperputfonⅣardsthefailtureofSuperIinkGroup’sReiationshipMarketingstrategyanditgivesindicationtodemesticcompanies，thustoproVidethetheoreticbasesfbrtheresearchofhowt

8、okeepstabledevelopmentf0rthejointVenturesWithourcountryhavingentrancedtotheWTOtoday，demesticenterprisesfhcethecommonproblemhowtofacethecompetitionsfromabroad，thefesultsinthestudiescanberefbrencesfbrthemtodecideoperatives