On The Implementation Of Database Marketing And Marketing Strategy

In the West, Database Marketing has been adapted by many companies and has become a powerful competitive weapon. In the USA, 80 percent of manufacturers and retailers have built the Marketing Database. In some degree, Database Marketing has been the foundation of modern western marketing theory and practice. But, in our country, Database Marketing has not been known and studied extensively; many companies misunderstand Database Marketing and even do not know it at all. So Database Marketing has not showed its competitive advantage in the marketing of many Chinese companies. In order to make more Chinese companies to know Database Marketing as soon as possible, understand it as deep as possible, and make full use of it, I discussed how to take advantage of Database Marketing in the marketing of many Chinese companies in this paper. There are five chapters in all in this paper.The first chapter: It simply introduces basic knowledge of Database Marketing, such as the concept of Marketing Database and Database Marketing, the rise and the features of Database Marketing. At last, it compared the Database Marketing with the traditional marketing.The second chapter: It systemically shows the theory foundation of Database Marketing: Direct Marketing, Relationship Marketing, Total Quality Management, MIS, Integrated Marketing.The third chapter: It discussed the competitive advantage of Database Marketing. The forth chapter: It lays emphasis on discussing how to make full use of Database Marketing in the process of marketing of companies. It gives the problems that should be noticed in the process of executing Database Marketing in enterprises The fifth chapter: It analyzes the problems in executing the Database Marketing in China and gives the suggestions to solve these problems.The paper basically follows such a thinking: raising problems,analyzing problems and solving problems, proposes a new idea how Chinese enterprises to set upmarketing database and execute DBM.Because I am just interested in it and I want to inspect my ability to study new knowledge, I choose this title. But I am a fumbler in many ideas in the paper, so many oversights,inaccuracies and mistakes are unavoidable.I sincerely ask for advice and suggestions from every professors and experts, with them I can further my research in more rewarding direction.Thanks.