Strategy Research On The Relationship Marketing Of A Company

Driven by large data and information technology, the Internet economy is coming, and industry has entered the 4.0 era. The Traditional manufacturing and service industries have been a huge subversion. With the increasingly high degree of transparency of market information, customer opportunities in the choice of products and services are also more and more rich, and consumption behavior has also undergone enormous changes.What’s more, the enterprises’survival and development have been unprecedented challenges, as the competition between them is increasingly fierce.In the new competitive environment, to operate an enterprise with the traditional marketing concept is clearly outdated, and some excellent far-sighted domestic enterprises have used relationship marketing concept to direct their activities in market. A set of relationship marketing programs for its own industry characteristics will be gradually worked out in practice and sound relations with its stakeholders will be established, which has also become the key to obtain the sustainable development by the enterprise. Relationship marketing is the expansion and extension of marketing, which noted that companies are producing and selling activities under a network of relationships. This relationship network comprises customers, suppliers, distributors, competitors, government agencies and other public enterprises in order to win the market and maintain sustainable development. We must pay attention to establish and develop good relations with these publicIn this paper, the domestic the A typical professional conference organization (PCO) is taken as the research object. First of all, from a macro point of the industry, the paper analysis the conference industry’s overall competitive environment combining with PEST and Porter’s "five power" model. Second, from the perspective of micro-enterprises and combining SWOT analysis, such as the competitive strengths, weaknesses, opportunities and threats,the author analysis the A company’s internal and external strengths and weaknesses. Then, according to the actual situation of A company, this paper puts forward a relatively reasonable relationship marketing solution. Especially in customer relationship marketing strategy, distinguishing key customers and potential customers are constructed by combining the five effective tools which are communication strategy, commitment strategy, value strategy and exit strategy. The communication between customers and customers is proposed. What’s more, the paper has also proposed the use of Internet tools to promote communication between customers, to improve the degree of adhesion. In commitment strategy, it has stressed the completely customer commitment. In view of supplier relationship marketing strategy, the paper has proposed the "super procurement" strategy, in order to establish a more far-reaching long-term cooperative partnership. In view of competitor relationship strategy, the concept of "co-competition" is respected so as to create a win-win cooperation environment. Finally, this paper puts forward some measures to ensure the implementation of the relationship marketing plan, which is a successful implementation of the relationship marketing strategy. According to the relationship marketing theory, the author puts forward the relevant suggestions and measures for the A company’s marketing strategy, and provides a new way of thinking and direction for the enterprise to carry out marketing work, so as to effectively promote the implementation of marketing strategy and sustainable and healthy development of A company. At the same time, it also has some reference value for the Chinese conference industry enterprises to carry out the relationship marketing strategy.