21世纪90年代以后，世界各国贸易不断地扩大，资本流动加快，经济互相渗透，使得各国相互依存关系更为之突显。这种经济全球化、市场一体化、商业竞争国际化的趋势对许多跨国企业来说既是机遇又是挑战。随着市场经济的不断发展，市场环境更加多元化，客户的需要也越来越个性化，市场的竞争越来越激烈。因此越来越多的企业认识到单单凭借优秀的产品和良好的质量已经不能保证企业竞争的优势。客户在营销市场中的地位变得日益主动化，客户资源成为了关系企业生存和发展的最宝贵的资源。企业如何有效地开展关系营销，同时与客户建立并保持长期有效稳定的互惠关系成为了企业市场营销活动的一项重大的课题。 本文以生产经营低压电器的ZT公司为背景。首先，系统的阐述了关系营销和客户关系管理的相关理论，总结了关系营销与客户关系管理理论的关系，同时还阐述了内部市场关系管理的相关理论，为企业关系营销策略的提出奠定基础。其次，本文介绍了低压电器行业发展的总行情和趋势，指出了低压电器企业发展的机遇与挑战，与此同时介绍了ZT公司的概况，与低压电器企业总发展趋势作对比。再次，通过问卷调查，总结分析等方式指出ZT公司客户市场关系营销和内部市场关系营销的存在的问题。最后，本文通过客户市场关系以及内部市场关系的分析，结合ZT公司实际情况，从客户、员工、部门、股东等多个方面提出了完善ZT公司客户市场关系营销和内部市场关系营销的策略的具体方案，力争全面、系统的为公司开展客户市场关系营销和内部市场关系营销提供可行性的指导。

In 90s, 20th Century，trade between different countries was becoming more and more frequent,capital flow was accelerating, economy is penetrative among countries，all of which makes different countries incline to depend more and more closely on each other.The trend of economic globalization is not only an opportunity,but also a challenge to many multinational companies. With the development of the market economy,the market tends to diversification, customers’ need become individuation,the maeket competition is increasingly fierce. More and more enterprises have realized that they can not maintain their competitive advantage only by good products and excellent quality. The position of Customers in the market is becoming more and more active, has become the most valuable resource of the enterprise survival and development. How to effectively carry out relationship marketing in enterprises, establish and maintain a long-term stable mutual benefit relationship with customers has become a major issue of the enterprise marketing activities. This paper is aimed at ZT company which product and operate low voltage apparatus. First of all, paper system elaborates the related theory of the relationship marketing and customer relationship marketing.At the same time ,summarizes the relationship between marketing theory and customer relationship management theory,and establishes the ground for the put-forwarding of Relationship marketing strategy.Secondly this article introduces the total market and trend of the development in the low-voltage electrical industry, points out the opportunities and challenges ,meanwhile describes the general situation of ZT company,comparing with the low-voltage electrical appliances enterprises.Again,through the survey and the analysis methods points out the problems existing in ZT company about customer relationship marketing and t the internal relationship marketing.Finally, this article through the analysis of customer market relations and the internal market relations, combined with the actual situation of ZT company, putting forward the Specific programs from customers, employees, departments, shareholders and so on. In order to provide the guidance of customers relationship marketing and internal relationship marketing.