Research Of Relationship Marketing Strategy In Sun Company

Sun Company has achieved great success in the market with its advanced technology and management. However, an analysis of the statistics of the voluntary loss of customers of the Sun Company implies that the degree of customers' satisfaction is a potential danger to the company. And an analysis of the competitive projects of the company show clearly that great weak points lie behind the shining glory of the company. In order to promote and maintain the competing ability of the company, the author studies the existing weak links of the company, such as customer service, and the real time value of the customers, and applies the theory of relationship marketing to divide the customers into four categories: VIP customers, prime customers, ordinary customers and retail customers. The author also makes a research into life time value and divides the customers into the most valuable customers, valuable customers, ordinary customers and small customers. The relationship marketing strategy for all these various categories of customers is also suggested. Besides, a summary of relationship marketing strategy is made. In the process of implementation of the company's relationship marketing, the company must face up and solvethe problems related to its organic structure and culture which greatly influence its efficiency. So such problems above mentioned are also studied in this paper. By implementing the customer-oriented relationship marketing strategy and managing of customer relationship, the degree of customers' satisfaction and loyalty will greatly improved so that the company will make up its weak points, maintain and promote its competing ability in the battle with the competitors...