Analysis Of Relationship Marketing Of Knowledge Enterprises

Knowledge enterprises are typical representative of enterprises that come forth with knowledge-based economy develop.As a important tache of business process, the quality of marketing decides whether the knowledge enterprises can exist and continue develop or not.Knowledge enterprises have characters as follow: the high unique product, high talented personnel constituted, the corporate culture become the management core, manager separate with proprietor, new organized form. All of the characteristics make numerous traditional marketing theories reveal localizations when apply them to knowledge enterprises. As 21 centuries suffer the most focus attentions' marketing theories, relationship marketing has characters of bidirectional communication, cooperate, win-win, intimate and control. Relationship marketing agree with knowledge enterprises well. Relationship marketing is a marketing method that fit for knowledge enterprises.The dissertation makes a comprehensive literature review on previous studies and makes a thorough research of the concept, characteristic, content of the relationship marketing and knowledge enterprises, analyzes the necessity and special reasons for the knowledge enterprises adopt relationship marketing.Based on the tradition relationship marketing theories, the dissertation presents the market model of relationship marketing of knowledge enterprises, and draws combination model of relationship marketing of knowledge enterprises consult the Chinese traditional culture, strengthening the actual maneuverability of marketing. Finally consult the other natural science theories, the dissertation examines relationship marketing result evaluation model of knowledge. The dissertation consists of six chapters.The preface illuminates research purpose and significance of the dissertation, points out the research methods, framework and innovation of the dissertation.Chapter One summarizes the concept, characteristics of relationship marketing, examines the different cognitions of relationship marketing of the scholars and hence compares the relationship marketing with traditional marketing.Chapter Two is general outline of knowledge enterprises, analyzes the concept, characteristic and contents of knowledge enterprises.Chapter Three discusses the necessity and special reasons for the knowledge enterprises adopt relationship marketing.Chapter Four puts forward the market model, market combination model, relationship marketing result evaluation model of knowledge enterprises.Chapter Five analyzes the support system of relationship marketing of knowledge enterprises: database marketing, knowledge marketing, ethics marketing and network marketing.Chapter Six verifies the theories of the dissertation with the relationship marketing of Lenovo Group.