| Customer Loyalty determines the profitability of enterprises. Just as was said by Frederick F.Reichheld and W.Earl Sasser,Jr. the profits of enterprise will be increased 25%-85% once the rate of client allegiance increased by 5%。Based this research, we can see that the conscious of customer loyalty is an important objective to the Enterprise Marketing Strategy. By means of Relationship Marketing round the client, enterprise can win in the fierce competitions.Chinese dairy industry is keeping growing over the past 10 years. While Bright Dairy, Mengniu Dairy, Yili Dairy, making great efforts to achieve the objective of the brand building, the negative impact of food safety in China like " Stone Soup", " Hogwash Oil" has become an important environmental problem which brings on the consumer sense of crisis. Both dairy industry has the unexpected effect of Melamine. The paper starts from the research of GM Dairy’s practice in Relationship Marketing with Client Loyalty. Comparing them from the depth of relation, marketing care, it also tries to analyze the situation, puts forwards some suggestion and measurement in order to improve the enterprise playing in brand building, evaluation, risk management and information management.Say on the whole, the competition among enterprises should include a great deal of respects, such as attention competition, popular feeling competition, Media competition and relationship competition. The Relationship Marketing applies in a range of affective communication, and highly integrated approach to planning, in order to let marketing direct access to interact with consumers, win-win relationship of trust, smart, clever and the simplest embodiment of the international image of the unique brand in the whole dairy industry. With the graphic analyses of 4Cs & CS, the thesis puts forward a thinking of re-building the enterprise marketing organization on the basis of" Customer Relationsip". |
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