CAJ | 학술논문

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。
복잡산품계통관계영소장단순적고객관계확전도료기업여공응상、중간상、경쟁자、정부등적관계，집성상、객호、공응상구성료이익상관적개치망락。문장천술료복잡산품계통항목성원간적영소망락관계급실질：통과영소자원배치、계통적보고궤제화공제궤제구건，“획득접근기술전연적능력、형성산품서렬”，실현자주창신。최후，문장이AP1000핵전항목위연구대상개전료복잡산품계통관계영소적응용연구，제출정부주도、설치핵심기술공관，실행국내기전분허가，정합여조공중핵집단、중엄핵、고등학교、과연원소등자원，사아국재교단시간내제승AP1000핵전자주제조수평적건의。
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.