The Study On Relationship Marketing Strategies Of L Company

With China's accession to the World Trade Organization and the development of the globalization of the world economy, China's economy has accelerated, while foreign companies have different ways to seize the Chinese market, competition among the enterprises become more and more intense, which made operation and management of enterprises to a higher demand. In particular enterprise's marketing strategy needs to continue to innovate to meet the needs of increasingly fierce competition. This innovative relationship marketing theory has been proposed since the 1980s, the theory and business circles are increasingly concerned that many companies try to improve their relationship marketing with the marketing difficulties, the demand for industrial products of relationship marketing is more urgent.L Company is a manufacturer which produces belt weighing, sampling system, a testing scale, metal detectors, measurement and control systems, the products are sent to throughout the world. In the past 10 years, thousands of L company products in the Chinese market in the various industries and trades such as Huaneng Power Shidongkou Second Power Plant, the metallurgical industry, the Anshan Iron and Steel Company. With outstanding performance, excellent quality, and deeply welcomed by users, but companies are currently using or trading marketing ideas and practices that led to the company's lack of marketing ability, resulting in the client management and marketing costs. This article summarized the current state of affairs at home and abroad in the development of relationship marketing theory based on the use of relationship marketing, customer value analysis and positioning, 4R marketing theory, the current clients of L Company conducted an in-depth analysis of the status quo, combining L Company market status and market analysis, L Company developed a relationship marketing strategy. L Company classified company's customers into high-value customers and middle-value customers and end-customer value. Then use 4R (reaction, relevancy, relation, retribution) theory to design L Company's relationship marketing strategies. Finally, the related proposals of the implementation of L Company relationship marketing are presentedWe hope that this paper can provide reference implementation of relationship marketing...