The Research On Relationship Marketing Based On Customer Loyalty

With the establishment and the development of market economy in our country,competition between enterprises is becoming more and more intensive ,especially,after the entry of WTO,an enterprise not only facing the competition from domestic rivals,but also under the pressure from foreign rivals,which own advanced management. In today's integrative economy,an enterprise in order to survive and develop in domestic or international market,it must own it's own customers with loyally.The paper first illustrates the meaning and characters of RelationshipMarketing,as well as the background of it's appearance. For the purpose ofclarifying its connotation,It compares the mentioned Relationship Marketingwith the traditional one,discussing its flow system. On the base of which,itpoints out that the most important market in Relationship Marketing is customermarket,the most important relation is the one with customers. After thesystematic research into customer needs, customer satisfaction customerholding together and the contribution of customer loyalty,it gains the conclusionthat the center aspect of Relationship Marketing lies in establishing the loyaltyfrom customers. At the same time,it also conducts a theoretic research on theloyalty degree of customers. From the point of practice view,the third chapterdiscussing the ways of establishing customer loyalty,one is from the point ofview of within an enterprise, by constructing the environment of customersparamountcy,building up the consciousness of customers paramountcy,makingan aim and plan of improving customer loyalty,under the guidance of idea ofcustomer satisfaction,implementing the aim and plan,building a good venditionenvironment within the enterprise,to mobilize the enthusiasm of staffs in variousdepartment,to try to satisfy the customers. Another one is from the point of viewof outside an enterprise,by investigating the customers,knowing their needs,providing high-quality products and satisfactory service,etc,,to own loyalcustomers. Chapter four reviews the development situation of RelationshipMarketing in China,pointing out the existing problems in domestic market,such as the faultiness of relevant law and policy,the backward of marketing idea,among which,it emphasizes the existing problems facing marketing in enterprisein China,e.g. the poor quality and slow renovation of products,the inadequatestudy of customers,ignoring the cooperation among the rivals,paying attentionto and satisfying the customer's realistic requirement,ignoring their latent needsso on,and points the way of improvement. At last,the writer conducts aninvestigation to Bosch Trading (ShangHai) Co.,LTD,pointing out it's success inRelationship Marketing,recommending to China's enterprises for reference.