Study On Customer Relationship Marketing Strategies Of THY Enterprise

With the development of market economy, the market is trending to diversification, the customers' need is inclining to individuation and the competition becomes more furious. More and more enterprises have realized that they can't maintain their competitive edge only by good products and fine quality. The customers' position in the market economy is becoming more and more voluntary and it has become the most valuable wealth to the development of enterprises. How to effectively prosecute the customer relationship marketing and build a long-term mutual benefit relationship with customers has become a fatal task to the market management of enterprises.Taking THY Company that produces and deals in chemicals as background, first of all, this article systematically dissertates the relative theories of customer relationship marketing, sums up the connection of relation marketing and customer relationship management, and establishes the ground for the put-forwarding of customer relationship marketing strategy. Secondly, this article analyses the difficulties and problems faced by the enterprises during marketing process, points out the necessity of carrying out customer relationship marketing by integrating with customer relationship management and makes a good foundation for the discussion in the later chapters. Finally, this article puts up five specific plans of carrying out customer relationship marketing through the analysis of customer relationship and also integrating with the practical situation: 1 Set up customer information database, 2 Evaluate customer value and customer subdivision, 3 Manage the relationship of enterprise and customers, 4 Develop long-term and stable customer relationship, 5 Build up management of customers exit. Try best to provide instruction for developing customer relationship marketing by the enterprises. Relationship marketing is a heat topic of market research. This article illustrates the contents like necessity and measures of carrying out customer relationship marketing in small and medium-scale enterprises by the way of integrating relationship marketing theory with the practical characteristics of industrial products marketing, taking how to develop long-term and stable relationship with customers as the nucleus and taking the raising of market share and nuclear competitive power as the goal. I do wish this article could be helpful for industrial enterprises during the procedure of planning and execution of marketing strategy.