Study On Relationship Marketing Of Chinese Automobile Industry Based On Customer Satisfaction Degree And Customer Loyalty Degree

Relationship marketing is an innovative marketing theory and method, which is a historic breakthrough of the development of modern marketing. Chinese auto corporations can get many benefits, such as more profits, lower cost, good reputation, imitation effect, management optimization and innovation, getting integrated product definition through the study targeting automobile industry of relationship marketing based on customer satisfaction, customer loyalty, and customer lifetime value.On the basis of Chinese automobile industry, this article, which consists of customer satisfaction and loyalty theory in auto industry, model research, relationship research and customer lifetime value research, finally gets a matrix used to make and choose relationship marketing strategy by the combination of marketing management theory and lots of tools such as model, AHP, marketing research, statistics and graph analysis and so on. We demonstrate the feasibility of the theory and method by a case study at the end of this article.On the basis of the characteristics of Chinese auto industry, taking the canonical parse and empirical analysis as primary research methods, this study uncovers the relation between CLD, CSD and CLV, which is the basis of relationship marketing, meanwhile finishing the models of CLD and CSD based on the Chinese auto industry. Finally this paper brings forward eight relationship marketing tactics that are suitable for different situation, making this study more maneuverable for corporations.