A Tactics Research On Relationship Marketing Of Private Enterprises In China

The relationship marketing draws more and more attention by the western scholars and business world widely as a result of integration of world economy and intensification of competition among the corporations from 1980s. This theory which becomes one of the guidelines in marketing of 21st century emphasizes that corporations should build stable partnerships with the stakeholders and pursue to maximum their benefit, bringing the long-term interests. However, the scholars in our country pay little attention to the theory research of relationship marketing these days while the corporations also have some spontaneous and disorderly actions of relationship marketing only on the basis of the superficial understanding and knowledge to relationship marketing theory. Private enterprises are an important part of market economy in our country but their understanding of relationship marketing is deficient. Although China has some scholars from the perspective of the practice of analyzing the relationship marketing business strategy, but because of China's enterprises to diversify the type of comparison, it is difficult to have a unified approach and strategy, and private enterprises of China's current corporate groups this special relationship marketing Research is almost blank. Focus on the existing conditions, this paper starts with the initiation background of relationship marketing, stressing on the research and discussion of relationship marketing's essence. It also develops and broadens the theory, combining with the reality to point out the management characteristics and the relations within and without, elaborating the importance and normalization of relationship marketing's complement in our country among the private enterprises. Moreover, the paper proposes scientifically the five strategies in complementation process of relationship marketing in our country's private enterprises, which are the strategy of government relationship marketing, the strategy of inside relationship marketing, the strategy of customer relationship marketing, the strategy of partnership marketing and the strategy of influencing agent relationship marketing.