The Study Of KONE Marine Elevator Relationship Marketing Strategy

As the external relationships of company becomes more and more complex, and thecompetitions are fierce as well. The traditional marketing theory is difficult to helpcompanies gain business advantage in nowadays market. In this paper, the writer combinethe relationship marketing strategy and KONE market real situation, using scientificresearch methods based on relationship marketing theory, through make SWOT analysis ofKONE marine elevator, identify the main problems in company, differentiate customers’needs, use customer relationship management tool to optimize the marketingefficiency,establish two-way communication channels, set customer loyalty index as thegoal, propose the marketing strategic planning and implementation for KONE marineelevators relationship marketing.To make sure the relationship marketing strategy can be conduct smoothly in KONEmarine elevator, the writer also propose totally quality management and customer loyaltysurvey, in order to achieve the effect of relationship marketing strategy.