A Practical Study Of Relationship Marketing In The Stone Industry

The subject of this thesis is "Relationship Marketing". Although it is not a new concept, I will attempt to introduce fresh insight into the traditional marketing system, focusing on "Customer Value". This thesis analyzes the relationship between company, customer and other correlatives in the stone industry, discussing the creation of customer value, and proposing methods of improving company competitiveness. This paper also offers suggestions to stone companies on how to use relationship marketing to improve their advantage in current market conditions.This paper is composed of 5 chapters:Chapter 1 is a background analysis of the stone industry in China.In chapter 2, the basics of relationship marketing is reviewed. The characteristic, function and importance of relationship marketing based on customer value are discussed.Using actual cases in the stone industry, chapter 3 analyzes the relationship between company and customer, employee, agent, supplier, competitor and government, explaining how relationship marketing creates customer value and improves company competitiveness.Chapter 4 points out problems in current relationship marketing, and offers suggestions for stone companies.Chapter 5 is the collection of the main conclusions in this thesis.