A Survey On Tianshan Company's Customer Relationship Marketing Pattern

In recent years, with the rapid economic development of China, adhesives industry has witnessed a great prosperity. As a well-known domestic manufacturer of adhesive materials, Tianshan in Beijing, a limited liability company producing new materials and technology, has seen the emergence of many problems accompanying the rapid economic growth, such as the decline of profit margins and customer loyalty. A thorough analysis of the existing customers, and the careful study of the development and maintenance of customers are required to shake off the dilemma. The marketing pattern must be shifted from the product- marketing model to a customer-centric one; and from transaction marketing to relationship marketing to realize the long-term and sustainable development of the enterprise.In this paper, from the perspective of empirical analysis, the necessity for the customer relationship marketing of Tianshan and the practical significance for business are put forward, in accordance with the basic logic of thesis structure, which consists of problem-raising, problem- analyzing and problem-solving. According to the theory of customer relationship marketing, Tianshan company's customer relationship marketing model is designed in combination with customer relationship marketing current status and characteristics of the adhesive market. Finally the implementation and safeguard of customer relationship marketing for Tianshan company are discussed.The method of integrating theory with practice is mainly used in this thesis. During the completion of the thesis, many works on customer relationship marketing and Customer Management materials are referred to, from which many advanced research results are drawn, striving to come up with new ideas and methods having a high reference value to the reality of practice. The theory and practice of Tianshan customer relationship marketing are combined, and implementation plan and model for Tianshan company's customer relationship marketing are designed, in order to have a greater practical effect on Tianshan company, and help to improve the management level of the company's marketing. Meanwhile, reference significances for the marketing strategy of adhesives market are also expected in this paper.