Study Of CE Dongli Marketing Strategy

This thesis studied the theory of "One-to-One Marketing" and applied this theory to CE Dongli Technology Ltd. Especially conduct a. deep research in the core of "One-to-One Marketing"-Customer Relationship Management. This Paper adopts many research methods, such as literature review, interviews and so on. The purpose of this paper is to help the company to get out of the morass and keep its advantage and leading position in the competitive market.CE Dongli Technology Company Limited ("CE Dongli"), established in 1999. From then on CE commit themselves to provide integrative IT application service to SMEs (small-and-medium-sized enterprises). Although CE is the market-share leader in the IT application service provider industry, the loyalty of customers, the profits and the reputation are become worse and worse, the products lack diversity in the recent years. How to help the company get out of the morass and improve the profit and the loyalty of customers? It's the biggest problem of CE, and it's also the main topic of this thesis.Based on the theory of strategic management and One-to-One marketing, the thesis firstly use Baud model and SWOT theory to analyze the industry environment and the inner environment of CE. Concluding that the market is competitive and having its potential. Advantage and weakness, opportunities and challenges both exist. Then this paper will use the theory of One-to-One marketing to analyze the work flow, organization structure, product strategy and customer loyalty of CE's customer relationship management. Problems, such as the work flow is redundant, duties and responsibilities are unclear, customers classification is unreasonable, supervision mechanism is incomplete, and organizational structure is irrational have been found through analysis.To solve the problems, this thesis gives a lot of advice about how to improve the work flow, the organization structure, the product structure and how to improve customer's loyalty. As for the work flow:strengthen the supervision of sales, establishes inner supervision system, adjusts the salary structure and so on. As for the organization structure:adds new position, adjusts the R&D. Product structure:adjusts product structure, extends training service and expands a new realm market. Improve customer loyalty. Through these methods customer's loyalty will be improved, competition ability and profit will be increased.I hope the study can not only give some suggestions to CE, but also provide a reference for the entire IT application provider industry. It can help CE to improve the future strategy development and marketing strategy, and it can also promote industry development.