Research On Relationship Marketing Strategy In Fujian Stone Enterprises

Relationship marketing was put forwarded and developed by westem scholars.In this theory,the philosophy to establish and manage various 'relationship' in the enterprise takes the place of traditional marketing philosophy.In 1980s,relationship marketing prevailed in foreign countries.It was regarded as 'the marketing trend in 1990s and future'.This thesis is based on Fujian stone enterprises.First,it points out 2 main problems in Fujian stone enterprises,these are lack of brand awareness and hot price-cutting competition.In order to solve these 2 problems,brand-developing strategy and establishing industry marketing alliance are required.Second,this thesis reviews the main theory of relationship marketing,and indicates that relationship marketing is a process,in which customer,supplier,distributor,competitor,employee, government and social organization interact,and a long-term relationship which gives attention to each side's benefit will be formed finally.Then six-relationship was derived from six-market model,they are the relationship between enterprise and customer,enterprise internal relationship,the relationship between enterprise and supplier,the relationship between enterprise and distributor,the relationship between enterprise and competitor,the relationship between enterprise and government and social organization and other influencers.This thesis is based on this frame to analyze. Furthermore,it indicates that relationship marketing is necessary to develop brand strategy and establish industry marketing alliance for Fujian stone enterprises according to six-relationship.Next,this thesis analyzes the importance of each relationship and application of corresponding relationship marketing strategy in Fujian stone enterprises.At last,this thesis concludes the effective strategy of Fujian stone enterprises.I hope this thesis can offer reference for Fujian stone enterprises to brand-developing strategy and establishing industry marketing alliance,and enlighten China Stone enterprises.