The Research On The Relationship Marketing Of The Private Medium And Small Sized Export Enterprises In Zhejiang

In recent years,private small and medium-sized enterprises in Zhejiang develop quickly and they have become the main force of Zhejiang's foreigh trade.They make great contribution to Zhejiang economy.However,with the change of economic situation and consumption structure in the world,the development of this kind of enterprise also faces many difficulties.The issues such as customer resource loss,the rising costs of raw materials and human labor,the lack of complex foreign trade personnel,instability of the staff,lack of power on technical innovation and research have been a huge obstacle to the development of such enterprises.The hard power of these enterprises can not compete with the large foreign enterprises.Under this circumstance,the enterprises can start from the soft power building.Establishing a community of interests with various kinds of relevant groups and effecting relationship marketing with customers,suppliers,employees and those affecting groups can help enterprises get out of difficulties.Combining the basis of domestic and international relationship marketing theory with the current development situation of this kind of enterprises,this paper points out the necessity of implementing relationship marketing.This study analyzes the relationship marketing situation of this kind of enterprise at present and points out that there are problems such as lack of evaluation system and inefficiency on practical operation in the relationship marketing.The propable innovation of this study is to construct the "four dimension" model of relationship marketing on the basis of investigation and interview and establish 39 level evaluation indexunder this model.AHP method is used to calculate the weight of the 39 indicators.The significance of this calculating is to provide a reference for how to implement relationship marketing resource allocation better in the limited resources.Meanwhile,on the basis of the index weight,combining with the fuzzy comprehensive evaluation method,this study provides a direction on how to make a scientific evaluation of the relationship marketing under current situation and clarifying the advantages and disadvantages of relationship marketing of themselves.Finally,this paper makes an application analysis for this "four dimension" model based on AHP and fuzzy comprehensive evaluation method by Hangzhou M Imp.& Exp.and put forward the improvement strategy of relationship marketing.This analysis clarifies the guiding significance of this model on relationship marketing of private medium and small-sized export enterprise in Zhejiang.