摘要:随着经济的高速发展和科学技术更多地参与企业生产经营活动,传统的交易营销模式已经很难适应现代快速变化、竞争激烈的环境。企业需要建立一种兼顾各方利益的长期关系,由此出现了新的营销方式—关系营销。关系营销把营销活动看成是一个企业与消费者、供应商、分销商、竞争者、政府机构及其他公众发生互动作用的过程,正确处理企业与这些组织及个人的关系是企业营销的核心,是企业经营成败的关键。

　　　本文通过对正兴皮具公司的发展现状及所处行业状况进行了分析和研究，提出正兴皮具公司在客户关系营销方面上存在的问题，结合正兴皮具公司的实际情况，从顾客关系营销的角度，讨论了正兴皮具公司基于顾客关系的产品/服务策略、沟通策略、定价策略、分销策略、整合营销策略，提出了正兴皮具公司顾客关系营销策略的具体设计方案。

关键词：关系营销；顾客关系营销；营销策略

Abstract:With the rapid economic development and science and technology more involved in production and operation activities, the traditional transaction marketing model has been difficult to adapt to the modern fast-changing, competitive environment. Enterprises need to establish a balanced long-term relationships, thus the emergence of new marketing - relationship marketing. Relationship marketing to marketing as a business with customers, suppliers, distributors, competitors, government agencies and other public place the process of interaction, correctly handle the business and the relationship between these organizations and individuals is the core of corporate marketing , is the key to business success.

　　　Based on the positive Zhengxing Leather Company's Development and analysis of the state in which industry and research, presented Zhengxing Leather Company in customer relationship marketing problems in the light of Zhengxing Leather Company's actual situation, from customer relationship marketing point of view, discussion is based on customer relationship Zhengxing leather company product / service strategy, communication strategy, pricing strategy, distribution strategy, integrated marketing strategy, put forward Zhengxing leather company is customer relationship marketing strategy and design scheme.

Keywords: RelationshipMarketing ;Customer Relationship Marketing; Marketing Strategy

　　　伴随着市场竞争的日趋激烈，客户关系营销被越来越广泛的应用。客户关系营销的实质就是构建客户关系，增强客户的忠诚度。而影响客户关系的因素主要由人际关系、企业状况、客户的状况、企业组织关系所构成。企业通过推动影响关键因素的改变，向客户传递信息，达到客户认同，直至实现客户忠诚。

　　　本文通过对正兴皮具公司的发展现状及所处行业状况进行了分析和研究，提出正兴皮具公司在客户关系营销方面上存在的问题，结合正兴皮具公司的实际情况，从顾客关系营销的角度，讨论了正兴皮具公司基于顾客关系的产品/服务策略、沟通策略、定价策略、分销策略、整合营销策略，提出了正兴皮具公司顾客关系营销策略的具体设计方案，文中采用了较多实用的策略和方法，突出了理论与实践的有机结合，力求提出一套有理论深度，能操作的顾客关系营销模式。

　　　由于本人对关系营销理论的学习不够以及认识问题的能力有限，文中有很多不全面的观点和方法，对于关系数据库建立、品牌建设、基于关系的公司资源配置等方面的策略都还未涉及或深入讨论。