Research On Y Company’s Relationship Marketing Strategy

In recent years, retail banking and bank card business development rapidly, which has caused a dramatic increase bank customer. For Banks, in order to improve sales and service, banks are scrambling to upgrade the branch network. The traditional cash handling service is transferred to the ATM. so as to drive the ATM industry rapid development, which has brought the self-service equipment market continued rapid development in recent years. By the end of 2013, to join the national network of ATM equipment 415600 units, compared with the end of 2012 increased by 333,800 units 81,800 units, the growth rate reached 24.51%. At the same time, according to the forecast, the next few years, ATM domestic growth will remain in the growth rate of more than 20% growth.In the domestic ATM market, G Company has market share for five consecutive years ranked first, however, with the development of the ATM market, the entry barriers of the industry began to weaken, more and more competitors enter into the industry, including competition from foreign ATM vendors. Oligopoly competition pattern is broken, new competitors are added to G company. G Company faced with great survival pressure. Although it got the first place in the market, G Company’s sales growth rate fell again. Profit margins are compressed, and cost pressure constantly increased. And more serious, due to the structure of G company’s overall customer line of big dependence is higher, big purchase mode and rule changes impact on the sales performance is very large, the company operating risk is very high.From relationship marketing theory as the breakthrough point, this paper analyzes the development of relationship marketing theory and the current marketing environment of G Company. Then from G company relationship of customers, distributors, competitors, this paper analyzes the problems of these three aspects. IT provides the basis of the back of the relationship. In this paper, from the customer relationship, distributors relationship, competitors relationship, and other relationship, we put forward to marketing strategies and the corresponding protection measures. Hope to have certain effect on G company’s relationship marketing, and provide some suggestions to ATM industry’s development.