复杂产品系统的关系营销模式及应用——以AP1000核电工程为例  

Study on the Complex Product Systems Relationship Marketing Model and Its Application

作　　者：刘兵[1] 邓盈[2] 

机构地区：[1]南华大学核能经济与管理中心,湖南衡阳421001 [2]南华大学经济管理学院

出　　处：《南华大学学报（社会科学版）》2014年第6期1-4,共4页Journal of University of South China(Social Science Edition)

基　　金：湖南省社科基金项目"战略性新兴产业的集群发展规律及培养对策研究"资助(编号:12YBA269);湖南省自然科学基金项目"复杂产品系统技术引进与开发的协同机理及实证研究"资助(编号:13JJ6054);湖南省情决策与咨询课题项目"湖南核电集群对策研究"资助(编号:2014BZZ236)

摘　　要：复杂产品系统关系营销将单纯的顾客关系扩展到了企业与供应商、中间商、竞争者、政府等的关系,集成商、客户、供应商构成了利益相关的价值网络。文章阐述了复杂产品系统项目成员间的营销网络关系及实质:通过营销资源配置、系统的报告机制和控制机制构建,"获得接近技术前沿的能力、形成产品序列",实现自主创新。最后,文章以AP1000核电项目为研究对象开展了复杂产品系统关系营销的应用研究,提出政府主导、设置核心技术公关,实行国内技转分许可,整合与调控中核集团、中广核、高等学校、科研院所等资源,使我国在较短时间内提升AP1000核电自主制造水平的建议。Complex product systems relationship marketing extends simple customer relationship to relations among the busines- ses, brokers and suppliers, competitors, government ; Integrators, customers and suppliers constitute the value of stakeholder net- works. This paper describes complex product systems marketing networks＇ relationships between project members and reality. Through the allocation of marketing resources and the building of systematic reporting mechanisms and control mechanism, it＂ gets the ability close to the technological frontier, forms the product series＂, and realizes independent innovation ; Finally, with the example of the AP1000 nuclear power project for application,it presents the idea of setting the core technical public relations by government, coopera- ting techniques turn sublicense, integrating and regulating the resource among CNNC and CGNCP, universities and institutes, to in a relatively short time enhance the level of AP1000 nuclear power independent production.

关 键 词：复杂产品系统 关系营销 价值网络 AP1000核电工程 

分 类 号：F407.23[经济管理—产业经济]