SMZ Company Relationship Marketing Strategy Research

An enterprise is an economic organization that aims at making profits,operates and keeps accounts separately by applying all kinds of factors of production to provide products and service for the market.Apparently,the foundation of every enterprise is making profits by marketing.With the system of marketing theories becoming increasingly developed,modern enterprises,especially transnational ones,pay more heed to improving performance and gaining more by marketing theories.As a typical transnational enterprise of industrial products,SMZ Group has entered China for years,and established its sales system according to the marketing theory of 4Ps,while its sales performance is mediocre in recent years.After studying SMZ Group,I' m inclined to believe that the enterprise lacks systematic strategy of relationship marketing because SMZ Group failed to establish a network of relationship marketing amongst customers,suppliers,distributors,competitors,employees,etc.This problematic issue has been the major reason of its flat performance.To improve its market share,it's suggested that SMZ Group should combine the theory of relationship marketing and its actual performances to build proper strategy of relationship marketing.Firstly,this article intends to sort out the theories of relationship marketing by documentary analysis,so as to summarize an academic method suitable for SMZ Group's characteristics and establish fundamental theories.Then,I build a SWOT model of SMZ Group based on SWOT analysis and explore the crux of marketing strategy and set the direction for improvement and development.Finally,I do researches in SMZ Group by questionnaire,analyze and compare data to design solution plan.On the base of triune researches,internal and external solutions are provided and strategy of relationship marketing is fulfilled.Recently,relationship marketing has been a hot topic in marketing theories,on the base of that,this article finds solutions to marketing,targeting at the market of industrial products sales by theory researches and practical effects.I hope that this thinking could be an example of other enterprises of industrial products and similar enterprises except for SMZ Group.