Research On The Strategy Of Relationship Marketing Of Fujian Huisheng Company

The railway handling industry is a special industry. It has a tortuous developing background and a unique operating environment. The monopoly of the railway industry makes that the railway handling enterprise has to be faced with incomplete market competition. In this market, the railway handling enterprise is confronted with more internal competition and operating pressure. At the same time, the operation mode of the railway enterprise is also faced with the change from government mode to company mode. At present, the pressing problem of the railway handling enterprise is that how to get hold of the opportunity in the innovation of the railway and how to develop steady in the planned economic environment.Since the Fujian Huisheng Transport and Handling Limited Company has been set up, it continually analyses the environment and the contradictions faced with. In this process, the company recognized that the relationship is a very important resource. It can bring untold dynamic of the development, but they will also bring an unprecedented development pressure. Only to be good at relationship marketing, maintenance and development of good cooperation between the parties, the company can have healthy development. Through years of exploration, the company has been formed of a more mature relationship management model, the level of management and profitability has been significantly improved, these results more from the company relationship marketing practice.This thesis shows the internal and external environment of the company by analyzing the industry background and SWOT, and for the further analysis taken by the relationship marketing strategy to pave the way. Then, this thesis analysis the relationship marketing strategy of customers, internal relations, and competitors, collaborators, mutual affected. In the end, this thesis provides some ideas and suggestions for the development of the railway handling company.