Relationship Marketing Strategy Of X Mineral Water Inc. Based On Service

With the establishment and the development of market economy in our country, competition between enterprises is becoming more and more intensive. An enterprise dose not only facing the competition from domestic rivals, but also under pressure from foreign rivals, which own advanced management experience. Only by having it's loyal customers can an enterprise survive and develop.The share of the barreled water has achieved 37%, the largest one in Chinese beverage market. And the market growth rate remains 25%. The competition is quite drastic in the tempting market. As a name domestic company, X Mineral Water Inc. is facing a fatal strategic challenge, i.e., how to maintain and enlarge its advantages to make itself bigger and stranger. This paper tries to analyze X Mineral Water Inc.'s current marketing methodology based on product-oriented by anatomizing its competitive situation, and to bring forward that the company ought to translate it's marketing methodology to relationship marketing strategy aiming at customer loyalty. The paper also puts forward some material and feasible measures.Above all, the paper analyzes the industry character of barreled water in China especially in S province, and the competitive situation X Mineral Water Inc. is facing and the company's advantages and disadvantages. Also it makes out the necessity that X Mineral Water Inc. translates its current product-oriented marketing strategy to relationship marketing strategy aiming at customer loyalty. Next, the paper expatiates on the keystones of relationship marketing based on customer loyalty.