摘要:关系营销作为营销管理学中的一个重要分支，在现代经济社会中得到了越来越广泛的应用，特别是它所提出的关系和关系链的概念对企业的运作有着重要的意义，所提供的通过建立双方长久的互利关系对企业有着很大的实际应用价值。
H公司作为老牌的印铁制罐生产企业，在行业高速发展、技术快速进步、产能严重过剩的今天陷入了连续亏损的境地，公司为扭亏为盈，实行了一系列的策略，关系营销作为其中的一部分被导入应用于内部建设、客户关系处理、公共关系处理等方面。
本文依据关系营销的基本理论，首先简要介绍了关系营销的含义、特征以及关系营销中的几个关系。通过分析H公司所处的产业现状和发展趋势以及企业的经营策略，结合企业面临的困境，分析了H公司实行关系营销的必要性和应用现状。根据营销理论和H公司的实际，通过适应性分析、关系辨识，提出了H公司具体的关系营销方案。
关键词：关系营销；客户关系；营销策略
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
