Study On Relationship Marketing Strategies Of Phonerent Company

With the development of mobile telecommunication and the deep development of opening policy, the phone rent trade is also growing. The Phonerent company from Holland comes to the fore, This company not only takes advantage of relationship marketing to occupy the lion share of supreme clients, but also set an example for the standardization development of phone rent industry. This thesis studies the marketing strategies of Phonerent company, through the research of origin and evolution of relative theories of relationship marketing, considering the foreign latest relationship marketing fulfillments and the characteristics of phone rent trade. It also discuss the importance of using relationship marketing strategies. In this trade and how should we launch relationship marketing in the light of specific situation, through the analysis of every factor of the market environment in this company.The first part introduces the relative theories of relationship marketing. Different scholars have different understandings on relationship marketing, and different schools also have different explanations. Although the theories are various, the essence of the relationship marketing is applicable to all, namely, first relationship marketing is the marketing established on the mutually beneficial base. It lies in that in the process of contact with different sides, it must meet the economic interest of any side. For every side is the entity of economic interest, and they have equal statues in the markets. Second, relationship marketing is the process of promising trust. In the relationship marketing, all sides make a series of oral and written promise, and carry out the promise by their own behavior, and all these can gain the trust of every side. Third, relationship marketing is the process of sharing information. At last, relationship marketing can't exist without feedback.In the second part of the thesis, it begins to introduce the market situation of phone rent trade and the characteristic of Phonerent company, Phonerent company has the following features: it is a intelligence intensive enterprise, it is a highly attached enterprise, it is a high managing risks enterprise, it is still a enterprise with perfect work flow. This point, in connection with the actual orientation of the aim client of this company, expounds and proves the correspondence of relationship marketing and this company.The third part is the core of this thesis. It first analyzes Phonerent company's marketing strategies in detail. Beginning with the analysis of the company's market environment, using Michael Porter's "competitor analysis theory" and so on, this part analyze the client, inner market, competitor, suppliers and influencers, making a systematic analysis the company's marketing managing situation, fully analyze the advantages, disadvantages, opportunities and threats of competing. And also gives relative ways to deal with the situation according to the features of this trade. Connecting with the customer's value and customer's satisfactory, this part also discuss the customer's transferring value theory, and also give a reasonable explanation of maximum of customer's transferring value, which is different from traditional theory which demands the maximum of customer's integrated value and the minimum of customer's integrated cost. The explanation considers that the maximum of customer's transferring value is the maximum of the differences of both. This part also research which connects with other relationship marketing, analyze all the enterprises and non-profit organizations which are related to this company, strengthen relation consciousness and relation concepts. Through analysis we draw the conclusion that Phonerent company uses the relationship marketing incisively and vividly, and it firmly occupied the supreme market of phone rent industry. Relationship marketing is the best strategy of this company.The fourth part of this thesis expounds the mistakes and the preventing measures of relationship market...