The Tactics Research Of Enterprises' Relationship Marketing In China

Since the eighties of the 20th century, the global economic integration degree has been strengthened constantly, the competition between enterprises was becoming fiercer, relationship marketing as a kind of new-type marketing theory, has been paid close attention to by domestic and international experts and scholars in the business circles more and more. And it win enormous development abroad. But in china it is very limited about relationship marketing's theoretical research. While carrying on some relation marketing activities, The enterprise go on out-of-order and spontaneous only according to elementary understanding about relation marketing theory. At present, The relations of our country 's enterprises generally shown: it is not enough strong to deal with customer , there is injury that compete with the competitors, there is not sincere cooperation with supplier, the interior encouragement is not paid attention to , the enterprises lack the countermeasure to deal with relation of person who influence , these bad relations all restrict the development of enterprises directly , is influencing the vicissitudes of enterprises. To break away from the present predicament, Enterprises must understand the theory of relationship marketing thoroughly, and apply its theory to the actual marketing. Relationship marketing theory is that enterprises are placed in the midst of social economy environment, and the marketing activity of enterprises is investigated. Its core is to establish and develop relationship with customer, supplier, retail trader, competitor , government organization and other masses relevant, pursue the interests in many ways to maximize , bring the long financial performance for enterprises. The studying relationship marketing has offered the theoretical foundation for the fact that enterprises of our country establish the good relation with every relevant group. Supplies marketing strategy point out that, it is unnecessary for all works from the products to sales be totally finished by independence of our company in the fierce marketing environment. The clever marketing expert hope to set up a long-term friendly relation among the supplier, retail trader and so on. Customer relation market strategy point out that customer is foundation of enterprises. "Customer is God" is management philosophy that enterprise must...