Customer Relationship Marketing Theory

This paper uses dynamic analysis, static analysis, qualitative analysis and quantitative analysis to study the basic point on customer relationship marketing theory preliminarily based on marketing and economic theory. Firstly It demonstrates customer relationship marketing is the marketing strategy based on customer direction. Secondly it analyses the basic content of customer relationship marketing including marketing mix, customer satisfaction and customer loyalty. Finally it apply trasaction cost economics, game theory and institutional economics separately to analyse customer relationship marketing. The main purpose of this paper lies in analysing the customer relationship marketing theory deeply from multi-theoretical angle and further carding it in the frame of relationship marketing mix, customer satisfaction and customer loalty. Meanwhile, this paper alse put forward some new viewpoint. The research result of this paper make customer relationship marketing theory go a step further systematical and logical and make its content be enriching and improving day by day.