Relationship Marketing Research In The Application Of Chinese Enterprises

Since 1980s, there has been an increasing concern among western scholars and business circles in the field of relationship Marketing due to globalization and sharp competition in world economy. Relationship Marketing concept which has become firm's guiding philosophy of 21 century emphasizes that companies aiming at achieving long-term financial performance should establish sound and stable relations with their partners as well as pursue profit maximization of their relevant parties.The paper first illustrates the meaning and character of Relationship Marketing, as well as the background of it's appearance. Thereafter it points out that it is necessary and applicable for our Chinese enterprises put the theory of Relationship Marketing in practice. The it combines vivid examples of the sixth seventh eighth ninth and tenth National Enterprise Management Modernization Innovations Achievements, introduces many successful experience of our Chinese enterprises, and illuminates the questions and barriers in the process of Chinese enterprises exercising Relationship Marketing. At last, combining with the status quo and problems of Chinese enterprises exercising Relationship Marketing, it brings forward some suggestions and countermeasures for our enterprise to bring Relationship Marketing into effect, and draw out some conclusions. It has some practical significance and referential value for our enterprises to engage in activities dealing with Relationship Marketing.