The Framework And Tactics Of Relationship Marketing In Brand-moulding

The Relationship Marketing as a new marketing theory has been rapidly developed and applied in the Western academia and the business community since 1980s, and it also has far-reaching effects on the marketing and management activities of the enterprise. Disposing and establishing the long-term relationship between enterprises and individuals and organizations correctly is not only the success of companies, but also the key to maintaining customer loyalty and forming brand assets. Brand is a mark or symbol of distinction, and also a relationship between consumers and the product. The process of Brand-moulding is the process of emerging the relations between business and consumers, the public, relevant organizations and media. Brand-moulding has the essential request to the ideas and methods of Relationship Marketing. In the process of Brand-moulding, handling the relations with consumers, the public, relevant organizations and the media by Relationship Marketing is very important. Therefore, the framework of Relationship Marketing could be applied to Brand-moulding.Although it was mentioned simply that Relationship Marketing theory will be introduced to the Brand-moulding process, it haven't formed a perfect mode. Therefore, this paper attempts to suggest a new idea and framework for the modern Brand-moulding by Relationship Marketing, and offers reference for the operation of our businesses in how to use Relationship Marketing to mould the brand. The whole text has five parts and two main lines: the evolution of each Brand-moulding and Relationship Marketing theory. On the basis of synthetical research on the Relationship Marketing theory and the Brand-moulding theory, the author analyzes the possibility of combining the two theories and also suggests the framework of Relationship Marketing in Brand-moulding and discusses the tactics of Relationship Marketing in the Brand-moulding from five aspects.