Sichuan Airlines Customer Relationshop Marketing Research

Nowadays, the Relationship Marketing is a hot topic studied and discussed in theoretically and practically. This is because that the "products waiting for customers" trade model is not suitable for today' s situation, which is fast-changing and full of fierce competition, and comes the era of Relationship Marketing, whose trade model is "customers choosing products" . The relationship marketing is a series of activities of recognizing, forming, maintaining and consol idating the relationships among enterprises, customers and other parts beneficially concerned. Its focus is on maintaining the customers in existence, making them faithful to the enterprises, in order that the enterprise could gain excessive return and competitiveness. The relationship marketing starts with the demand of customers and ends up with the faithfulness of customers.The relationship between enterprises and their customers has a life cycle, which includes the recognizing, forming, maintaining and consolidating of the customer relationship, and finally, the collapse of the relationship, which means losing the customers, or customer diverting.. Basing on the practice of the Sichuan Airlines, in this paper, 1 mainly study the different periods of the customer relationship life cycle and the tactics used respectively. By doing that I wish to formulate a model or method of putting RelationshipMarketing in practical use. I think this will be helpful to using the Relationship Marketing in our country' s enterprises.