| With the rapid progressing of technology and the developing of information technology in this era of economic globalization and intelligence economy, competition between enterprises is becoming more and more intensive. At the market in China and around the world, enterprises can only win public understanding and supporting by harmonizing corresponding relations, so to build favorable enterprises' images to customers and lead to customer loyalty; in the intensive market competition, enterprises can maintain good inner and outer relations only if they have their own loyal customers, which is the guarantee for enterprises' survival and development.As a new concept, Relationship Marketing swims with the intensive competition, the rarely profit and the mature customer. It regards the marketing as an interact process among the enterprise, customer, competition, supplier and so on. The heart of the marketing is to deal with these relationships correctly. Among these relationships, customer is in the core status. Relationship Marketing just wants to meet the customer needs and enhance the customer loyalty through relation activities. This paper emphasizes how to realize customer's loyalty by relation marketing, and puts forward corresponding combined strategies to realize customer loyalty.Based on the principle of relating theory to practice and the theories of relationship marketing and customer loyalty, this paper adopts theoretical analyzing and individual case studying to carries out a deep discussion on the issue that the core of relationship marketing is customer loyalty and on the realization of customer loyalty, and then frames the combined strategies model in the forming of customer loyalty through relationship marketing. In combination with the author's investigation, the paper then carries out a case research, and this will provide enterprises with more particular and systematic helps in the operating of relation marketing to realize customer loyalty. |
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