摘要:關(guān)系營(yíng)銷作為營(yíng)銷管理學(xué)中的一個(gè)重要分支，在現(xiàn)代經(jīng)濟(jì)社會(huì)中得到了越來(lái)越廣泛的應(yīng)用，特別是它所提出的關(guān)系和關(guān)系鏈的概念對(duì)企業(yè)的運(yùn)作有著重要的意義，所提供的通過建立雙方長(zhǎng)久的互利關(guān)系對(duì)企業(yè)有著很大的實(shí)際應(yīng)用價(jià)值。

　　　H公司作為老牌的印鐵制罐生產(chǎn)企業(yè)，在行業(yè)高速發(fā)展、技術(shù)快速進(jìn)步、產(chǎn)能嚴(yán)重過剩的今天陷入了連續(xù)虧損的境地，公司為扭虧為盈，實(shí)行了一系列的策略，關(guān)系營(yíng)銷作為其中的一部分被導(dǎo)入應(yīng)用于內(nèi)部建設(shè)、客戶關(guān)系處理、公共關(guān)系處理等方面。

　　　本文依據(jù)關(guān)系營(yíng)銷的基本理論，首先簡(jiǎn)要介紹了關(guān)系營(yíng)銷的含義、特征以及關(guān)系營(yíng)銷中的幾個(gè)關(guān)系。通過分析H公司所處的產(chǎn)業(yè)現(xiàn)狀和發(fā)展趨勢(shì)以及企業(yè)的經(jīng)營(yíng)策略，結(jié)合企業(yè)面臨的困境，分析了H公司實(shí)行關(guān)系營(yíng)銷的必要性和應(yīng)用現(xiàn)狀。根據(jù)營(yíng)銷理論和H公司的實(shí)際，通過適應(yīng)性分析、關(guān)系辨識(shí)，提出了H公司具體的關(guān)系營(yíng)銷方案。

關(guān)鍵詞：關(guān)系營(yíng)銷；客戶關(guān)系；營(yíng)銷策略

Abstract:Relationship Marketing as a marketing management is an important branch, in the modern economy and society to get more and more widely used, especially in the relationship and made it the chain's concept of the operation of enterprises of great significance, provided through the establishment of long-term mutually beneficial relationship between the two sides of the business has great practical value.

     H company as a veteran of Yintiezhiguan production enterprises, the rapid development in the industry, rapid technological progress, serious excess capacity today into a continuous loss position, the company is profitable, the implementation of a series of strategies, relationship marketing as one of the are imported used as part of the internal construction, handle customer relations, public relations and other aspects of treatment.

     This article based on the basic theory of relationship marketing, relationship marketing briefly introduced the production process, the background and theoretical sources, the basic concepts and relationship marketing theory, based on the sorted out in this basic application of relationship marketing model and operating principles. By analyzing the H company in which the status and development trend of the industry and the corporate business strategy, combined with difficulties faced by enterprises, analysis of the H company carries out the necessity of relationship marketing and the application status. According to marketing theory and the H's reality, through adaptability analysis, relationship identification, database creation, the overall program to track feedback system to establish and review of how the company's overall application of relationship marketing. The application by the company reveals the basic application of relationship marketing process and the elements. 

Keywords: Relationship； Marketing Relationship；Marketing Strategy