Chengdu Department Store, Businesses Can Use The Relationship Between The Need For Marketing And Countermeasures

Along with the maturation of the market economy, China says good-bye to shortage economy and welcomes the surplus economy unconsciously. The competition among the enterprises is becoming more and more severe as the formation of the buyers' market. General merchandise industry in Chengdu has gone through this historical conversion without exception. The various arisen retailing structures, which are to adapt the developing of market, such as super-market, store and multiple shops have made the competition more severe. At the same time, the intention of consuming is becoming diversified, individualized and multi-level, the degree of genius and psychology consumption is becoming higher and higher. Under the circumstances of rapid change and fierce competition, the general merchandise in Chengdu, which has the most important position in the commercial development in Chengdu, is living a hard time now. How to break away from the constraint of traditional management ideas and ways and how to adapt the development of market are the vital problem for every operator in general merchandise enterprises to resolve. Under this circumstance, the evolutions of reformation and innovation have started. And the marketing innovation is one of the key problems. Relationship Marketing, which aroused from 1990s in western developed countries, has been paid more and more attention by the general merchandise enterprises in Chengdu. Relationship Marketing is based upon systematic theory, it can be explained to that the marketing activities is committed to carefully deal with the relationship between enterprises and customers and other relational groups, and to establish, develop and maintain this relationships in order to acquire the long-term market benefit and advantages of competition. It can be expected that the Relationship Marketing will be the key in competition for general merchandiseenterprises in Chengdu along with the development of market economy in China.From this point, this thesis is aiming at the characteristic of market development in Chengdu, deeply discussed the inevitability of using Relationship Marketing in Chengdu and the importance of Relationship Marketing to the development and strategy purpose, and also brings forward the implementing countermeasure.The thesis is divided to two parts.The first part is composed of three chapters. Firstly, explaining the importance of Relationship Marketing based on the change of competitive environment and the development of market; Secondly, explaining the importance to enterprises which wants to maintain the long-term competitive advantages,out of comparing with the sales promotion, the main measure used in Chengdu; The third chapter analyzed how Relationship Marketing make good management environment and ideal developing spaces from the point of market scope and value chain.The second part includes four chapters, explaining the countermeasure of using Relationship Marketing from the point of conversion of sales idea and application of relative techniques, the guarantee of organization and personnel, the tactics of Relationship Marketing, and ways to promote relationships.This thesis discussed the implementing Relationship Marketing in Chengdu general merchandise enterprises based on the successful experience from western and other province's enterprises, and combined with the practical situation in Chengdu, it is hoped that it can be helpful to the general merchandise enterprises in Chengdu to develop Relationship Marketing.