Research On Relationship Marketing Strategy Of Fu Sheng Auto Parts Company

Fu Sheng Auto Parts Company(hereinafter referred to as Fu Sheng),founded in 2003,is a wholly-owned subsidiary of FAW Fu Sheng group.The FAW Group is one of the three auto parts companies under the background of China FAW Group's strengthening the industrial chain and restructuring its state-owned assets.Fu Sheng Auto parts company was established at the beginning of the founding of FAW Fu Sheng group.Since the establishment of the company,because of relying on FAW Group,all the customers came from the main engine factory of FAW Group,the company didn't need to do much marketing work to develop the market,and it has been in a low intensity market competition for many years.But in recent years,the rapid development of the whole vehicle market in China and the continuous adjustment of the industrial structure have also been gradually improved in auto parts industry.The whole industrial environment has changed greatly,and the competition is becoming more and more intense.Because of the characteristics of the auto parts industry,relationship marketing,a new marketing theory,meets the needs of transformation from transaction marketing to relationship marketing,meets the needs of fierce competition,builds customer loyalty and correctly handles the needs of stakeholders.Relationship marketing is not only a reference to other scientific theories,but also the expansion of traditional marketing.Fu Sheng Auto Parts Company is facing all the pressure of competition,in the marketing aspect is particularly prominent,and in many aspects of marketing,and especially the lack of ability of relationship marketing,the company lacks a set of complete and effective,workable relationship marketing strategy.This article will mainly study how to establish and implement a set of effective relationship marketing strategies in Fu Sheng Auto parts company.Through literature analysis,depth interviews,relationship marketing,customer relationship management,one to one marketing,market positioning strategy for the systematic analysis of the enterprise status and the marketing environment of the theoretical foundation in the enterprise focuses on customer relations,supplier relationship,competitors and employee relations in four aspects starting with the analysis of the status quo,to find out the problem.This paper analyzes the macro environment of the company and its industrial environment,and uses SWOT to analyze the relationship marketing of the company,so as to identify the opportunities,threats,advantages and disadvantages of the company in relationship marketing.More in-depth discussion on the status of the company and the macro environment and industry environment,the first target market strategy,to ensure that the relationship marketing strategy is to meet the company's target market positioning needs,and solve the customer relationship,supplier relationship,competitor relationship and employee marketing relationship issues.Finally,it clarifies the guarantee scheme of the relationship marketing strategy.Whether we can make an effective relationship marketing strategy and execute it efficiently is the key factor for the future survival and successful development of Fu Sheng Auto Parts Company,and it is also an important topic related to the survival and development of all auto parts enterprises.It is expected that this article can help the auto parts enterprises to carry out the relationship marketing correctly.