Research On Relationship Marketing Strategy Of Industrial Products Specialized Dealer

With the intensifying competition in the industrial goods market, the dealer’s market space is squeezed, and the relationship between the industrial distributors and all kinds of interest related subjects become more and more important. Thus, the dealers gradually begin to develop the relationship marketing strategy, and build, maintain, upgrade the level of relationship with stakeholders. As a medium-large sized enterprise, G company encounters with a series of problems in the implementation of the relationship marketing strategy. Studies have shown some facts as bellows:G company not only is short of a stable and healthy customer relationship, but also do not build a long-term exchanging mechanism with suppliers; the positioning of the company and product is not clear; its internal departments lack a reasonable communication mechanism; its market staffs management should be further improved, and so on.In order to solve the above problems, this paper combs the theories of relationship marketing and industrial product relationship marketing, emphasizes the practical utility of the relationship marketing strategy for the industrial market, and highlights the necessity and importance of the implementation of the dealer’s marketing.Through the analyses, it states that G company’s customer relationship management, supplier relationship management, and internal department relationship management lack an effective kind of operation mode. By means of the characteristics of six types of marketing, it models those relationships differently, and interprets the practical operation principles and application values of them in detail.In the end, the article puts forward five concrete measures to solve the existing problems of the relationship marketing of G company.Relationship marketing has become a hot issue of marketing theory. The main part of this paper applies the theory of relationship marketing to the industrial distributors, classifies and refines the problems in the practice, and puts forward some specific measures. The purpose is to improve the level of relationship marketing strategy.