A Research On Relationship Marketing Tactics Choice Of Shanxi Retail Enterprise

Along with world economics earth-shaking change with our country economy high speed development, market already from supplies transformation for demand. The market competition is day by day intense, the market like battlefield concept sink deep into the hearts of the people, wins in the unpredictable market competition, no longer is decided the enterprise for a while the success and failure, but is decided by enterprise's strategic plan and from this the competitive advantage which brings to the enterprise. How serves using the market relationship marketing theory and the practice organization's strategic plan, the creation competitive advantage, becomes the marketing the focal point. This article take relates the marketing theory as a foundation, uses analysis method of the standard and the real diagnosis unifies, according to the Shanxi retail sales enterprise at present relational marketing present situation, how enhanced the Shanxi Province retail sales enterprise competitive advantage using the relational marketing strategy to propose own view.First, embarks from the relational marketing basic theory, analysis relationship marketing and traditional marketing difference. The relational marketing thought the marketing core is the relations; the marketing goal relates the market; the marketing essence maintains the customer; the information exchange is interaction and so on. But traditional marketing then thought the marketing core is a transaction; the marketing goal is only a customer; the marketing essence wins over the customer; the information exchange is unilaterally. Although the relational marketing and the traditional marketing have the remarkable difference, but the relational marketing is not the traditional marketing substitution, but is its continuation and development. Next, according to relates the marketing the characteristic and the superiority, has proven the relational marketing is the enterprise obtains the competitive advantage the best choice, in has analyzed in the Shanxi Province retail sales enterprise's actual competition situation foundation, pointed out the Shanxi retail sales enterprise should meet the different level expense need unceasingly, the reasonable use existing resources, the conformity value system, increases the innovation dynamics, creates competitive advantage which the high level, continues. Once more, in relates the marketing present situation analysis to the Shanxi Province retail trade market present situation and the Shanxi Province retail trade in the foundation, unifies the Shanxi Province retail trade the special details division the market of the customer relationship, the market of the supplier relationship, the market of the interior relationship, the market of exterior superintendent relationship and the market of the recessive partner relationship, proposed in view of relates the market different relationship marketing strategy respectively: The marketing strategy of the customer relationship have take the customer as a center, take the customer database as the foundation, promotes the grade of service vigorously, by serves the impetus relations sublimation. The marketing strategy of the supplier relationship is must strengthen with supplier's cooperation, reduces the contradiction, strives for the establishment cooperation the partnership, and as far as possible many development such partner supplier. The marketing strategy of the internal relationship must take serve the enterprise as a center, take respects the staff as the foundation, the building unity harmonious enterprise develops the atmosphere. The marketing strategy of the exterior superintendent relationship then must take enhance the enterprise image as the basis, strives for the government diligently the various support, and finally long-term maintenance enterprise and government such good relations. The marketing strategy of the recessive partner relationship is competitor both sides also carries on the management during competition through each other between cooperation, through superiority supplementary, resources sharing, cost reduction with benefit and so on risk disperser, enhancement competition both sides strength. Namely creates together a bigger cake together, realizes "double wins" or "the group wins" the goal. Finally, through the relationship marketing strategy to the Shanxi retail sales enterprise the research, the establishment suits the Shanxi retail sales enterprise to relate the marketing the theoretical model namely "the human" the mold.