【正文】 prises can use database marketing, member relations and other forms of development to better meet customer needs, increase customer trust and close relations.2. VendorAny enterprise can not solve their own all the resources needed for production. The exchange of resources in the real position of the process resources are many, at least human, financial, material, technical, information and so on. Relationships with suppliers determines the amount of resources available to businesses, quality and access speed. Enterprises and suppliers to form a close network of cooperation, exchange of the necessary resources. In addition, the pany39。RELATIONSHIP MARKETINGRelationship marketing, also known as marketing consultant, refers to the basis of the profit to build, maintain and promote partnerships with customers and other relations between the parties involved to achieve the goal, creating a balanced Longterm relationships. Relationship marketing as the marketing activities of an enterprise and consumers, suppliers, distributors, petitors, government agencies and other public interaction process occurs correctly handle business and the relationship between these organizations and individuals is the core of corporate marketing , Is the key to business success. It fundamentally changed the traditional marketing will be key trading and marketing activities as the end of the narrow understanding. Enterprises should take the initiative to municate, mutual benefit, mitment to the principles of trust, under the guidance of relationship marketing, the use of genetic relationship, geographic relationships, industry proximity, cultural habits relations between sporadic relations with customers, distributors and other organizations and individuals Establish, maintain and strengthen the relationship through the mutual exchange and copromise, so that the parties to achieve their objectives. Facing challenges of fierce petition, many panies e to understand: keep old customers than to attract new customers gain higher。（4）專門人員必須了解、熟悉新聞媒介的特點(diǎn)、法律及工作方式，尤其是對(duì)廣告媒介組合情況要非常熟悉。針對(duì)競(jìng)爭(zhēng)者的關(guān)系營(yíng)銷策略有以下三條：（1）以開(kāi)放的心胸，把同行置于一個(gè)又競(jìng)爭(zhēng)又共發(fā)展的領(lǐng)域，來(lái)解決所產(chǎn)生的矛盾。對(duì)員工關(guān)系營(yíng)銷是否成功，取決于對(duì)員工的關(guān)系營(yíng)銷理念是否正確。當(dāng)阿里巴巴、蒙牛、分眾、萬(wàn)科這些明星企業(yè)在鎂光燈下高速發(fā)展的時(shí)候，許多實(shí)力上一點(diǎn)也不次于他們的水泥企業(yè)卻是依然默默無(wú)聞，如何借助媒體的東風(fēng)來(lái)發(fā)展企業(yè)、打造企業(yè)形象、建立企業(yè)品牌、進(jìn)行公關(guān)順應(yīng)這股新時(shí)代的潮流是我國(guó)許多水泥企業(yè)需要思考的問(wèn)題。我認(rèn)為我國(guó)水泥企業(yè)與社區(qū)之間的問(wèn)題主要在廢氣、噪聲污染，交流信息不暢，惠民工作不足這三個(gè)方面。例如現(xiàn)在我國(guó)水泥行業(yè)大多實(shí)現(xiàn)了礦石供應(yīng)、熟料生產(chǎn)與粉磨三道工序上的細(xì)分，粉磨企業(yè)如果與熟料生產(chǎn)企業(yè)的關(guān)系營(yíng)銷搞不好，將會(huì)面臨著在水泥銷售旺季時(shí)熟料供應(yīng)不足，從而影響了企業(yè)的正常運(yùn)營(yíng)。對(duì)于信任，摩根和漢特認(rèn)為，當(dāng)一方對(duì)交換伙伴的可靠性和誠(chéng)實(shí)性具有信心時(shí)，就存在了信任。所以水泥市場(chǎng)往往是一個(gè)相對(duì)封閉的市場(chǎng)，一個(gè)地區(qū)之內(nèi)往往就是幾家水泥企業(yè)，水泥企業(yè)的客戶往往就是老客戶，各種關(guān)系相對(duì)穩(wěn)定，于是企業(yè)維持各種關(guān)系往往是最重要的，這種情況下關(guān)系營(yíng)銷也是最合適的營(yíng)銷手段。關(guān)系營(yíng)銷作為現(xiàn)代營(yíng)銷管理的重要組成部分，在我國(guó)水泥企業(yè)的營(yíng)銷管理中有鮮明特征，它表現(xiàn)在以下四方面： （1）溝通上更有效率，信息上實(shí)現(xiàn)共享但是高速、產(chǎn)量第一并不就意味著行業(yè)所以東西都領(lǐng)先，相反在許多地方還與世界級(jí)的水平相差很遠(yuǎn)，比如在水泥企業(yè)的經(jīng)營(yíng)管理上，而在關(guān)系營(yíng)銷方面就是諸多落后之一，一直只談“關(guān)系”而不聞營(yíng)銷策略。 但是在國(guó)內(nèi)有關(guān)關(guān)系營(yíng)銷研究的工作相對(duì)于國(guó)外來(lái)講還是相對(duì)較少，人們對(duì)關(guān)系營(yíng)銷研究的現(xiàn)狀，特別是對(duì)一些基本的理論問(wèn)題缺乏系統(tǒng)和深人的了解。 簽名： 日期： 36 / 44摘 要　　水泥企業(yè)和其他企業(yè)一樣，在經(jīng)營(yíng)過(guò)程中必須和社會(huì)公眾發(fā)生合作關(guān)系。 Cement enterprise目 錄第1章 緒 論 自1985年，巴巴拉關(guān)系營(yíng)銷理論一經(jīng)提出，迅速風(fēng)靡全球。盡管目前中國(guó)企業(yè)的關(guān)系營(yíng)銷還帶有許多傳統(tǒng)的文化色彩，但追求關(guān)系的緊密性促進(jìn)銷售效率的提升，都是許多企業(yè)自發(fā)地在不斷追求的目標(biāo)。為什么我國(guó)水泥企業(yè)如此重視關(guān)系營(yíng)銷呢？究其原因，主要有以下三點(diǎn)：運(yùn)輸成本太高導(dǎo)致水泥企業(yè)的銷售往往封閉在一個(gè)相對(duì)孤立的范圍。因而，承諾和信任是一個(gè)組織得以生存的重要因素，由此他們提出了關(guān)系營(yíng)銷的承諾—信任理論。有的企業(yè)甚至喊出了打倒供應(yīng)商的口號(hào)。任何水泥企業(yè)必然要與社區(qū)發(fā)生各種關(guān)系。這種情況，雖然是極少的，但對(duì)于一個(gè)水泥企業(yè)而言，則是百分之一百的。（1）我國(guó)水泥企業(yè)與員工關(guān)系營(yíng)銷問(wèn)題的分析。（3）當(dāng)企業(yè)具有一定實(shí)力時(shí)，適當(dāng)?shù)貞?yīng)購(gòu)置一些優(yōu)質(zhì)資產(chǎn)，作為企業(yè)實(shí)力的象征，也可作為未來(lái)向銀行舉債時(shí)的抵押物業(yè)。針對(duì)媒體的關(guān)系營(yíng)銷策略主要有如下五條： （1）尊重并重視新聞媒介，是與媒介進(jìn)行關(guān)系營(yíng)銷的第一個(gè)重點(diǎn)。參考文獻(xiàn)[1][M].北京：中信出版社，2010[2]：中國(guó)式關(guān)系營(yíng)銷[M].北京：企業(yè)管理出版社，2010[3] [美]鮑勃processproblem, maintaining good business relations with customers.s market, segmentation of the trends are being evident, Zhu Kiang side of the squat, increasing petition, any business wants longterm larger market share and more and more difficult, through cooperation can enhance the market changes adaptability. Secondly, the enterprises will help enterprises to open up new markets. Enterprises to develop and grow we must continue to expand market capacity, and panies want to enter a new market, often by many conditions. However, if the new market to find a partner, many problems will be solved. Third, the business cooperation is conducive to diversification. In order to expand the operation scale enterprises often have to enter new areas, but not for all areas of business where business activities are very familiar with, if you encounter a very unfamiliar territory, large panies will have to bear the risk, if the pany through associated enterprises, this risk may be reduced. Fourth, enterprises will also help to reduce unproductive petition. Easily lead to many of the same consequences of petition in the industry, such as business losses increased, decreased efficiency of the sector, which on the whole social and economic development will have adverse effects, while cooperation between enterprises can make this undesirable petition reduced to a minimum. Every business strengths, but each is short, discovery and use of favorable conditions for enterprises is the relationship between external marketing an important factor in the success or failure.3. 針對(duì)股東的關(guān)系營(yíng)銷策略可以從以下五個(gè)方面入手： （1）通過(guò)關(guān)系營(yíng)銷手段，提升股東的主人翁意識(shí)和自豪感；（2）通過(guò)關(guān)系營(yíng)銷手段來(lái)吸收、激勵(lì)股東參與企業(yè)組織的經(jīng)營(yíng)性活動(dòng)，為公司獻(xiàn)計(jì)獻(xiàn)策，成為公司的宣傳者和消費(fèi)者；（3）保障股東應(yīng)有的權(quán)利和經(jīng)濟(jì)利益；（4）適時(shí)通報(bào)或發(fā)布公司的真實(shí)信息，增強(qiáng)股東對(duì)企業(yè)組織的信心；（5）尊重股東的意見(jiàn)，并由專人負(fù)責(zé)處理，讓股東滿意最大化。（3）企業(yè)組織的非生產(chǎn)性、專門性的文化 、福利設(shè)施， 可以向社區(qū)開(kāi)放，使社區(qū)公眾都能分享。（2）把注重信譽(yù)、品質(zhì)、有長(zhǎng)遠(yuǎn)發(fā)展規(guī)劃水泥供應(yīng)商，列為重點(diǎn)客戶予以關(guān)注，可以的話雙方結(jié)成戰(zhàn)略性同盟伙伴，搭上互利互惠的經(jīng)營(yíng)快車。（2）我國(guó)水泥企業(yè)與中間商關(guān)系營(yíng)銷問(wèn)題的分析。我國(guó)水泥企業(yè)要想持續(xù)發(fā)展，就必須和政府建立起緊密牢固的公共關(guān)系，及時(shí)了解國(guó)家有關(guān)產(chǎn)業(yè)政策動(dòng)向指導(dǎo)自己的經(jīng)營(yíng)，多保持與政府的溝通反饋企業(yè)的難處所需盡量爭(zhēng)取政府的扶持幫著等，這些都是需要我國(guó)水泥企業(yè)去解決和加強(qiáng)的。從市場(chǎng)占領(lǐng)和產(chǎn)品競(jìng)爭(zhēng)的角度來(lái)看，水泥企業(yè)與競(jìng)爭(zhēng)對(duì)手是一對(duì)不可調(diào)和的矛盾，“同行是冤家”就是對(duì)這一矛盾的形象概括。根據(jù)摩根與漢特的承諾與信任理論和關(guān)系分析法可以把我國(guó)水泥企業(yè)的關(guān)系營(yíng)銷對(duì)象總結(jié)為十大關(guān)系：公司與公司員工、用戶、政府、媒體、社區(qū)、股東、競(jìng)爭(zhēng)者、中間商、供應(yīng)商、銀行等?？铺乩仗岢龅?P大市場(chǎng)營(yíng)銷理論中的政策∕政府和公共關(guān)系這2P對(duì)水泥企業(yè)的生存的作用特別突出，需要水泥企業(yè)有八面玲瓏的良好各方關(guān)系。比如地產(chǎn)商對(duì)水泥供應(yīng)商提出價(jià)格異議，并引發(fā)意見(jiàn)對(duì)立；但是，又因地產(chǎn)開(kāi)發(fā)必須使用水泥材料而不得不和水泥供應(yīng)商相互合作。隨著關(guān)系營(yíng)銷這種新?tīng)I(yíng)銷形式的發(fā)展，作為關(guān)系營(yíng)銷的主要表現(xiàn)方式——企業(yè)相關(guān)各方的關(guān)系管理已經(jīng)逐漸成為了現(xiàn)代水泥企業(yè)營(yíng)銷和管理的重要內(nèi)容。這也正是我選