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I毕业设计报告(论文)关系营销在我国零售业的应用研究——以沃尔玛超市为例所属系经济管理系专业市场营销学号03511327姓名刘丹指导教师黄双颖起讫日期2014.12—2015.5设计地点东南大学成贤学院II东南大学成贤学院毕业设计报告（论文）诚信承诺本人承诺所呈交的毕业设计报告（论文）及取得的成果是在导师指导下完成，引用他人成果的部分均已列出参考文献。如论文涉及任何知识产权纠纷，本人将承担一切责任。学生签名：日期：I关系营销在我国零售业的应用研究——以沃尔玛超市为例摘要伴随着经济全球化地发展和加入WTO后我国进一步的市场开放，我国的市场竞争日益激烈，传统营销方式已不能适应现代市场的发展，而关系营销在我国现代市场中却发挥着越来越重要的作用。关系营销的核心是：建立、维护、改善、调整“关系”，是在传统营销的观念上发展起来的，是一种革新的理论。建立的关系营销理念，是在企业与利益相关者的关系之间展开的，它使企业营销策略涉及到企业所有利益相关者。关系营销的特征是：从追求每笔交易利润最大化转变为了追求同各方面关系利益最大化。它是真正意义上符合了21世纪市场营销发展的新趋势，同时也抓住了现代市场竞争的特征。在零售企业中，我国企业如果能有效运用关系营销策略，在激烈的市场竞争中，将会立于不败之地。零售企业的主体是第三产业，它能反映出一个国家、地区的经济同时也反映出了社会发展的水平。我国当前的经济刚好处于结构转型期，是加速发展的，零售业在这个时期起着举足轻重的作用。本文主要阐述了关系营销的基本理论，重点分析了沃尔玛关系营销的四大策略的应用，然后通过沃尔玛超市运用关系营销的成功找出了我国零售业关系营销存在的问题，并针对这些问题提出了相应的解决对策，希望我国的零售业能取长补短，向沃尔玛看齐。关键词：关系营销；五大模型；营销策略；沃尔玛超市IIApplicationofRelationshipMarketinginOurRetail-toWal-MartAsanExampleAbstractAlongwiththedevelopmentofmarketopeningofChina'sfurthereconomicglobalizationandafterjoiningtheWTO,China'smarketcompetitionisbecomingincreasinglyfierce,thetraditionalmarketingwayhasnotbeenabletoadapttothedevelopmentofmodernmarketing,andrelationshipmarketinginChina'smodernmarketisplayingamoreandmoreimportantrole.Relationshipmarketingistoestablish,maintain,improve,adjusttherelationshipasthecore,istheinnovationtothetraditionalconceptofmarketingtheory.Theestablishmentofrelationshipmarketingconcept,maketheenterprisemarketingstrategyinvolvestotheenterpriseofallstakeholders,relationshipwithstakeholdersandenterpriseiscore.Relationshipmarketingstrategycanbedividedinto:employeerelationshipmarketingstrategy,customerrelationshipmarketingstrategy,relationshipmarketingstrategy,cooperationrelationshipmarketingstrategiessuchasthefourmajormarketingstrategy.Thepursuitofmaximumprofitsfromeachtransactionintopursuitwithvariousaspectsoftherelationshipbetweeninterestmaximizationisthefeatureofrelationshipmarketing,itcapturesthecharacteristicofmodernmarketcompetition,inlinewiththenewtrendofthedevelopmentofmarketingintwenty-firstCentury.IfChina'sretailenterprisescaneffectivelyusethestrategyofrelationshipmarketing,willremaininvincibleinthefiercecompetitioninthemarket.Retailenterpriseisthemainbodyofthethirdindustry,canreflecttheeconomicandsocialdevelopmentlevelofacountryorregion.Thecurrentourcountryeconomyjustintransitiontoacceleratethedevelopmentofthethirdindustrystructureoftheretailindustry,playadecisiveroleinthisperiod.Thispapermainlyexpoundsthebasictheoryofrelationshipmarketing,focusontheanalysisofthefourstrategiesofWAL-MARTofrelationshipmarketing,andthenanalyzesthepresentsituationofsupermarketofrelationshipmarketing,andthecurrentsituationcountermeasureswereputforward,finallyputsforwardsomesuggestionsontheimplementationofrelationshipmarketingstrategyWAL-MARTsupermarket.Keywords:RelationshipMarketing;FiveModels;MarketingStrategy;WAL-MARTSupermarketI目录摘要...............................................................................................................................................................IAbstract................................................................................................................................................................II第一章绪论..............................................................................................................................................31.1选题背景...............................................................................................................................................31.2选题研究的意义...................................................................................................................................3第二章相关文献综述..............................................................................................................................42.1国内文献综述.......................................................................................................................................42.2国外文献综述.......................................................................................................................................5第三章关系营销及营销策略的概述......................................................................................................53.1关系营销的概念...................................................................................................................................53.2关系营销的目的...................................................................................................................................63.3关系营销的五大模型...........................................................................................................................6第四章沃尔玛超市关系营销策略应用分析..........................................................................................74.1沃尔玛超市的简介...............................................................................................................................74.2客户关系营销策略应用...............................................................................................................84.2.1顾客才是真正的老板........................................................................