The Study, Based On The Theory Of Relationship Marketing Business Blog Building

Relation marketing is competition-oriented. Based on the mature and increasingly competitive market situation, it focuses on the interaction and a win-win relationship between enterprise and customers. It does not only actively adapt to the needs of customers, but also take the initiative to create demand. It helps enterprise to establish a unique relationship with customers by quick response. Thus the enterprise can improve their competitive advantages.Blog is a kind of diary to be put on the internet with text, voice and images. It is a direct communication tool based on personal information filtering and knowledge management, which is a one-to-one direct interaction with customers in the world wide. According to their own marketing objective, any enterprise can provide the information of their products and service to customers by writing blog. Problems of the enterprise or products will easily be found by blog, replies and comments. So that the enterprise can resolve customer concerns, maintain customer relations and tapping market potential.Based on the research and application of enterprises blog in domestic and foreign countries, the value of enterprise blog relation marketing has been analyzed according to the result of "the Investigation on Enterprise Blog Awareness and Application". In order to create excellent customer experience and maintain good customer relationship, the comparison of enterprise blog and other network platforms has been analyzed according to the guidance of relation marketing theory. This study is to explore (1) the construction of enterprise blog model, (2) the setting of enterprise blog module, (3) the principles of how to write blog and of guidance to customer comments, (4) negative response handling processes and techniques. (5)the case of Hainan Kuike is used to introduce the process of creating the blog, blog columns and the installation of function module, analyze the blog characteristics. According to the scale and product characteristics of Hainan Kuike, six pieces of proposals are put forward to improve the company's blog.