Study On Customer Relationship Marketing Strategies Of CYS Company

Since 1980s, there has been an increasing concern among western scholars and business circles in the field of relationship marketing due to globalization and sharp competition in world economy. Relationship marketing concept which has become firms' guiding philosophy emphasizes that companies aiming at achieving long-term financial performance should establish sound and stable relations with their partners as well as pursues profit maximization of their relevant parties. China's entering WTO and market economic rapidly developing, relationship marketing is being also pain more and more attention in China. Depending on the case of CYS, the paper researches its customer relationship marketing strategies and abstracts some feasible customer relationship marketing strategies for high-tier transmitter market in China. Aiming at issues of CYS company, the paper puts forward advices for further improvement. It practically and theoretically services as powerful guideline for CYS's farther advancement. Starting the relationship marketing theories, the paper simply discusses the influences to China relationship marketing caused by traditional culture. The paper combines the China transmitter market situation and puts forward three inspiring customer relationship market strategies for China high-tier transmitter market through analyzing CYS customer relationship market strategies with strategy management and customer delivery value theories. 1. People strategy. Considering the influence of traditional culture, it is an effective strategy to learn customer needs and establish relations with them by creating a professional and huge marketing team. 2. Advancing customer perceptive value. While products trending to homogeneity, it is unnecessary to provide high quality products. Firms must improve other works, such as service so as to raise additive value, and then provide higher customer perceptive value, obtain customer loyalty, build competitive advantage. 3. Sufficient and deep communication with customers. By means of it, firms can attract new customers and improve relationship level. In order to resolve CYS's issues and implement its strategies more efficiently, the paper advises to build customer relationship management (CRM) system. After introducing CRM meaning and system model, CYS CRM structure and executive methods are put forward.