Relationship Marketing Research Of ErHuan Petroleum Company Ltd.

With the development of marketing economy, the market trends to varsity, requirement of the customers trends to personalization, Marketing competition is extraordinarily sharp nowadays .The concept of market economic deep into everyone, which make the emphasis of advanced enterprises transfer from with the center of products to with the center of customers. Therefore, Relationship Marketing becomes the important factor for enterprises forming competitive advantages. Relationship Marketing research is the highlight topic in the field of marketing research . How to operate the customer asset efficiently, to maintain and upgrade will play an positive role.Based on reading a lot of theory of Relationship Marketing, this thesis has completed those works: first of all, analyzing the outside and inside environment of ErHuan Petroleum Company Ltd; Secondly, analyzing the current situation of the company's Customer satisfaction and Customer loyalty, talking about the problems and the reasons on its Relationship Marketing; thirdly, on the base of 4Rs theory ,this paper makes the plan of relationship marketing, puts forward the plan about collecting and analyzing customer information, maintaining and upgrading customers relationship, emphasizes on taking customer as the center to enhance customers satisfaction and loyalty; fourth, designing the function model and data base of ErHuan Petroleum Company Ltd CRM; the last ,proposing the relative implement suggestion that enterprises not only have perfect Relationship Marketing scheme, but also have the platform to carry out the scheme, that is:Strategy re-armament , Culture rebuild , functional organization reorganize, process realign.