| The theory of relationship marketing was preliminary proposed in the early 1970's. It stresses how to identify, build, keep and strengthen the relationship between the enterprises and customer for the object of friendly and loyal trade and promise. Now, the interaction between the enterprise and customer has surpassed the product or the service and grown in to the most important factor in the marketing. To be successful in the business competition, the enterprise should effectively manage the relationship with the customer, which is the core of the marketing and key sources of growth.The article is composed of five chapters:Chapter one introduces the origination, development and the status in quo of the theory of relationship marketing. Especially, this part compares the difference between the marketing theory and the theory of relationship marketing, and ends with the deep analysis of the idea of relationship marketing.Chapter two introduces the theory of manufacture lifecycle and the theory of the customer-relationship lifecycle respectively. In succession, it underlines the comparison between the trade marketing and the relationship marketing. And it discusses how to adopt different match of marketing in each stage of lifecycle of customer relationship by using the theory of relationship marketing.Chapter three proposes the idea of the whole-life value of the customer based on the theory of the customer-relationship lifecycle, pointing out that the objective of the relationship marketing is to improve the he whole-life value of the customer.Chapter four deeply analyses the improvement of the value by the relationship from the point of view of the enterprise and the customer respectively, pointing out that the relationship marketing is the choice to get win-win solution in the modern market.Chapter five articulates the specific applications of the idea of relationship marketing in the enterprise. Two cases, which are the author's own experiences, are adopted here. |
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