Theoretical Study And Its Application In China's Enterprises On Relationship Marketing

Since 1980s,there has been an increasing concern among western scholars and business circles in the field of relationship marketing due to globalization and sharp competition in world economy .Relationship marketing concept which has become firm's guiding philosophy of 21 century emphasizes that companies aiming at achieving long-term financial performance should establish sound and stable relations with their partners as well as pursue profit maximization of their relevant parties. However scholarsand experts in our country has studied little on this topic till now. Besides, firm's activities related to relationship marketing are often spontaneous and without order since the relevant knowledge being relied on is very rough. In accordance with such a situation, the article analyse the origination, and evolvement development of relationship marketing and theory hi detail. Then more attention is paid on the exploration of the essence of relationship marketing and its enrichment. In addition both misunderstandings on perceiving relationship marketing from China's enterprises and problems .reflected in its specific application are pointed out clearly. Based on the analysis of the scope and conditions for companies to implement then: relationship marketing strategy, four tactics (namely, employee relation strategy , customer relation strategy, cooperator relation strategy and influencer relation strategy) on how to practise relationship marketing are also proposed.