建筑企业关系营销探究

Relationship Marketing Research of Construction Enterprise

在过去10年中,传统营销方法的有效性受到了普遍质疑。随着建筑市场竞争的日益加剧,越来越多的建筑企业开始意识到关系营销的重要性。本文从关系营销的理念入手,探究了建筑企业实施关系营销的必要性,建立了建筑企业营销关系的六大市场模型及其相应的评价指标,构建了关系营销流程——关系管理链,最后探讨了建筑企业客户关系管理策略。通过案例分析表明,建筑企业实施关系营销策略,能够通过有效沟通建立各方信任关系,实现共赢与互利。

In the past 10 years, the effectiveness of traditional marketing methods had been widely questioned. With the increasing competition in the construction market, more and more construction enterprises began to realize the importance of relationship marketing. This paper introduced the concept of relationship marketing, explored the need for relationship marketing of the construction enterprises, established the six-market model of construction enterprise marketing relationship and its corresponding evaluation index, designed relationship marketing process--relationship management chain, discussed the customer relationship management strategy of construction enterprises. Through the case anglicizing, construction enterprises carried out the strategy of relationship marketing, which can establish trust relationship through effective communication, and achieve win-win and beneficial situation.