The Research On The Relationship Marketing Strategy Of A Group

Since entering the 21 st century,the domestic fine chemical industry has entered a new era of development,with a large number of small and medium-sized enterprises appearing.The competition situation has greatly intensified.China has become the most potential and fastest growing market in the fine chemical industry in the world.Group A was established in 2001 and has made rapid development since its establishment.However,with the increasing number of competitors who have mastered technology,the growth rate of enterprise sales has slowed down obviously and the profit margin has also decreased.Facing the increasingly severe international competitive environment,Group A chooses relationship marketing strategy as the most important part of its marketing strategy.How to improve the marketing ability,market share and operating performance of Group A through relationship marketing strategy has become an urgent problem to be solved by enterprises.First of all,this paper collects relevant data through consulting a large number of documents,according to the relevant theories of relationship marketing,investigation and interviews.Secondly,it understands the general situation of Group A,the competitive situation of relationship marketing and the current situation of relationship marketing.At the same time,the investigation found the problems existing in the relationship marketing of Group A and analyzed the reasons.Thirdly,on the basis of understanding the current situation and problems of the enterprise,the relationship marketing strategy of Group A is formulated,including overall marketing strategy,customer relationship marketing,supplier relationship marketing and competitor relationship marketing.Finally,the safeguard measures for the implementation of the strategy are put forward to better ensure the implementation of Group A's relationship marketing strategy.Through this study,the following conclusions are drawn.First of all,Group A provides customer loyalty and satisfaction through customer relationship marketing strategy when the growth rate of performance slows down.Secondly,through the implementation of the relationship marketing strategy of customers,suppliers and competitors,it can bring substantial benefits to Group A.Finally,the implementation of the strategy needs to be better implemented through the information management system,and information technology means can better ensure the sustainability and effect of the implementation of the strategy.This study can provide guiding significance for Group A to solve the problems existing in the current relationship marketing,and at the same time provide reference and reference for other enterprises in the industry.