Research On Relationship Marketing For Industrial Markets Of Advantech In Mainland Of China

The commencement of industrial marketing in China is relatively late compared to other countries. Only when the reform and opening policy was come up, did China begin to introduce related theory and application from overseas,however, the development of theory and practice has lagged behind the consumer products. On the whole, China's industrial marketing is still in a stage that bases more on the traditional marketing concepts and methods instead of the new ones.As the progress of internet economy, the Industry 4.0 and the digitization and intelligentization in information society, the direct challenge for the traditional industry meets is the changeable demand of the market, which makes it more difficult to survive for businesses having a lack of solid relationship with customers. Enhancing the core competitiveness in the fierce competition has become the vital problem for many industrial enterprises. To solve this problem,these enterprises should conduct various methods and highly innovative marketing strategies to enhance their core competitiveness in order to improve customer loyalty. In addition, they ought to not only find new customers continually, but also strengthen the relationships with existing customers. One of the most efficient methods to achieve these goals is to implement relationship marketing strategy.Considering the current situation discussed above, firstly, this paper generally reviews the characteristics and classification of industrial products, the different marketing strategies between consumer products and industrial products and the basic concepts and theories of relationship marketing. Secondly, it introduces the products and applications of industrial computer. Thirdly, it analyzes the characteristic of industrial computer industry and the market trends in mainland of China. Last but not least, it takes the business case in Chinese Mainland of Advantech, a company of Taiwan and the leader of the industrial computer industry around the world, as an exemplification to analyze the relationship marketing theory.First of all, the analysis of the implementation and limitation of the traditional 4P Marketing Mix Strategy for industrial computer adopted by Advantech in mainland of China make preparations for the discussion of development and implementation of the relationship marketing strategy.Furthermore, with the thorough analysis of the concrete implementation of the relationship marketing strategy, including integrating R&D and marketing,marketing for the market segment, online direct marketing, deepening the relationship with channels, introducing customer relationship management and industry-university collaboration, it sums up the preliminary achievement Advantech made in mainland of China, such as increasing market share related industries, establishing marketing barrier and effective customer management and fulfilling social responsibility. In addition, it also proposes the problem and blind spot when the company applies the relationship marketing strategy, including the lack of the awareness to do research and make decision from the customers' perspective to meet the needs, the indeterminacy of strategy to deal with the potential alternative in industrial computer industry and the lack of strategy to overcome the initial stage to implement the social media marketing method. In the end, this research put forward some proposals to the deficiency of the thesis.