The Relationship Marketing Stragety Research Of H Adhesive Company

In middle of 1990s, there entered many synthetic adhesive multi-national corporations into China market, they brought in advanced producing machine and technical and got most of market share. With the development of the economic of China, many private enterprises accumulated application experience and technical knowledge, they make repaid progress. This not only improve the level the local adhesives, but also push the development of adhesives industrial. The private enterprises can sell the good quality adhesives with low price, because of the low labor cost and advantage of raw material. Most of buyers prefer to choose the local adhesives than the imported products to save money. The multi-national corporations have to face to threaten from local suppliers.This paper believes that multi-national corporations should maintain a long-term cooperation with the customers, they need to pay close attention to the partnership in their supply chains as long as they want to realize the long-term benefit and be influenced by the market. At the same time, They should combine the relationship marketing strategy with Chinese characteristics marketing, and build up trust between members to promote cooperation, as well as foster a loyal customer community. In another words, trust-coperation-customer loyalty that is the analysis frame of relation marketing, therefore, to guarantee a stable market share. When facing the market fluctuation, it is always the H Adhesives company’s matter of concern that how to maintain the rapid development and to guarantee stable growth. This paper took H Adhesive Company as the research object, based on the relationship marketing between enterprises, to discuss how this company deal with the market fluctuation to maintain sustains growth. By analyzing the characteristics of the adhesives market and the present situation of adhesives supply and demand, along with the analysis of marketing experience in this company and the current situation of management, therefore, put forward the relations marketing plan and the concrete countermeasures and suggestions.