The Study Of The Relationship Marketing Tactics On HHH

As we all know, global integrating brings more drastic competition than benefit to all companies in China. And the customers accordingly attain more space to choose the products or services. And then, what the enterprises have to consider is not only include how to attract customer to be their client, but also how to keep their loyalty and make them to be permanent client, the latter is more important than the former in a way. Take these things into accounting, the enterprises turn their focus from develop new customer to maintain old customers increasing. It's also well-known that the cost to develop a new client is 6-10 times than the cost to maintain an old one. And then, the enterprises pay more attention to cultivate the long-term, and reciprocal relationship with their customer. And on the other hand, along with the accelerating of global integrating, the enterprises have to be confront with more complex circumstance which including suppliers, competitors, government and other social organizations. So the compete will not only including the product and the client, but also the external relationship around them.The relationship marketing is a choice to operate the enterprises under this condition. Nowadays, many multinational companies have chose relationship marketing, which is called the 90s' and later century's marketing strategy, as their compete strategy and have been proven to be an effective manner. In this thesis, we analysis the actuality of relationship marketing strategy which is applying in HHH, which is one of the famous paint suppliers in the world, to find the effect after they practice the strategy. And furthermore, to think about what the Chinese local paint companies could learn from their experiences and three important factors which should be enhanced as well.