The Theory And Application Of Relationship Marketing Based On Customer Satisfaction

Relationship marketing as a new modern marketing strategy since 1980s has been widely applied to various fields. Customer satisfaction is not only the core of marketing but also the basic criteria of modern business activities. On the basis of holding the relationship between the Customer satisfaction and the Relationship marketing, integrating the two theories effectively and practicing the Relationship marketing of which the Customer satisfaction is the core is the return of the essence of marketing, and it can also produce further influence to maintain long relationships between customer and other interest-relations and achieve the sound development of enterprises. This paper builds the framework of the Relationship marketing theory which is at the core of Customer satisfaction from definition, characteristic, relationship model, evaluation criteria and evaluation system this four areas through recalling the evolution process of the theory, combing the Customer satisfaction on Relationship marketing , analyzing the nature and the characteristics, summarizing the relationship of the two theories.The tourism as the sunrise industry has the rich natural resources, high cultural tastes and prominent diversified features, but its infrastructure lags, and with the restrictions of many factors it has not formed a unique, modern management and marketing concepts. Especially the marketing concepts still use the traditional transaction marketing theory. With the development of the market economy, the competition of tourism becomes more and more fierce. Such laggard marketing concepts and mode of operation have seriously affected the rapid and healthy development of the tourism. Through the building of Relationship marketing theory at the core of customer satisfaction and analyzing the cases, this paper suggests that the Relationship marketing theory will be used in the western tourism on the base of the tourism's advantages, disadvantages and marketing problems. It is both necessary and feasibility. It makes the tourism enterprises and interest-relations to establish good relations of mutual benefit and common development. On the basis of virtuous circle of the realization of tourists satisfaction, staff satisfaction, profitability enhancement, and the cost decline, It can enhance its competitive advantage and accelerate the development of tourism.