Relationship Marketing Application Research Of TG Company

From 70' s of 20th century, some scholars of North Europe advanced and developed the theory of RELATIONSHIP MARKETING with establishing, maintaining, promoting, improving and adjusting RELATIONSHIP as the core.According to Shelth, Gummesson, Gronroos' s view, whom are famous marketing experts, relationship marketing is a kind of activity to recognize, build up, maintain and strengthen the relationship between enterprise and other correlate parties. The enterprise takes efforts to achieve its goals in relationship marketing activities by mature exchanging and delivering the goods.Relationship marketing went through rapid development since late 80' s. It' s Berry firstly brought forward and discussed the problem of how to keep and improve relationship with existing customers. Then Jackson said that different relationship should be established with difference customers. The spokesmen in North Europe Nordick School, Gronroos, Sherazinge and Hersicky demonstrated the great influence that the relationship between customers and enterprise had on marketing for those service-oriented corporations. Today,the discussion and practice of relationship marketing expand from simple relationship with customers to relationship with suppliers, subcontractors, competitors, government and community. Thus, the market of relationship marketing extends from customer market to the markets of suppliers, interior, competitors, subcontractors, influencers, and recruitment, which enlarge the connotation and denotation of traditional marketing. Relationship marketing theory is by all means widely used by marketing elites in practice. Relationship marketing theory is rapidly developed and widely used after its born and will be exerted more in the new century and become one of the important genre in science of marketing theory.This thesis studies and analyzes relationship marketing with demonstration in TG company in recent years, integrates with the basic theory, marketing model, implement principle, normal procedure and belongings of relationship marketing, puts forward some suggestions and measures on corporation marketing strategy adjustment and relationship marketing improvement.The purpose of innovation part brought out in this thesis is to provide some beneficial ideas and thought for small/medium-sized hi-tech enterprises, especially those enterprises processing organizing marketing, to improving marketing result by application research on TG company' s relationship marketing.