The Aa Group To Carry Out Relationship Marketing As The Core Of Customer Value Discussed

For the combined factors of globalization trend, technology upgrading, and free economy etc, the market competition has been developed into an extreme way; moreover, the construction machinery products market also can't be isolated from this environment. Currently, it is a fact that many categories of construction machinery products emerge as greater supply than demand; therefore, various producing factories have to compete with each other by using low price strategy to get their unique market strength. But today, because of the factors of open marketing prime cost, transparent technology, similar or"cloning"marketing approaches, the domestic construction machinery producing enterprises not only can't attain their goals solely depending on the price war, but also suffered a great impact on that. Under this circumstance, what kinds of factors determining the success of one enterprise's marketing strategy is the common focus from various enterprises.The essay aims to reach a conclusion that the traditional market models are hard to meet the needs of current market, or hard to explore new customer markets as well as preserve the occupied market, through integrating group's AA external environment, internal capacities, analysis of current management situations and the analysis of comparison with other competitors, therefore, it is crucial to introduce the ideas and methodologies of customer-value-oriented relationship-marketing strategy. In details, it is important not only to establish a vertical and horizontal, static and dynamic value management model for customer value oriented from the nuclear factor—value on the basis of theories of value and value chain management, relationship marketing etc, but also build a set of customer-value-centered value management chain enabling the integration of various business operation activities in accordance with the value management model by implementing the customer-value-centered...