构建与实施煤炭关系营销战略的研究

Research on Constructing and Implementing Coal Relation Marketing Strategy

在分析煤炭企业现状的基础上 ,运用关系营销理论 ,强调了进一步强化以消费者为中心的观念、在战略上实行大市场营销战略 ,在战术上采取营销组合策略的必要性。提出要加强对关系营销的研究与应用 ,建立并维持与用户的良好关系 ;建立与竞争者的良好协作关系 ;建立与供应商及运输部门的合作关系 ;建立企业内部全员参与、共同配合的有效机制。

Based on overall analysis of major problems of coal enterprises, the pa per uses relation marketing theories to stress on the necessities of consumers p riority, and implementing large marketing strategy and taking 4ps tactics. It i s very important to strengthen the research and application of relation marketing , to establish and maintain good relationships with consumers, and to implement data base marketing, service marketing and emotion marketing; and to establish g ood coordination relationships with competitors, and to optimize competition env ironment, and to set up cooperation relationships with suppliers and transportat ion departments to achieve common development; and to establish the effective sy stem for the enterprise stuff to participate and cooperate together so as to cre ate enterprise images. This paper shows comprehensive reference values for Chin a's coal enterprises.