Research On Relationship Marketing Improvement Strategy Of NM Company's Security Monitoring Products

NM was founded in 2016.Its parent company is a domestic listed company.Its research on infrared thermography technology has been more than 20 years,and its products and solutions industry is leading.In recent years,with the development of infrared thermal imaging technology and the continuous reduction of the cost of products,the consumer market has gradually shifted from army to civilian area.With the improvement of people's awareness of safety protection,the demand for infrared thermal imaging technology in security monitoring industry is also increasing.In the division of business scope within the group business,the core business of NM is the marketing work of the security monitoring industry,so this article focuses on the marketing management of NM's security monitoring products.This article uses the scientific marketing theory to carry out the special and special analysis and Research on the Countermeasures of the relationship marketing improvement of the security monitoring products of NM Company.The detailed analysis for the NM's marketing external environment and internal micro environment,industry competitiveness and the advantages and disadvantages of the company,combined with NM's current marketing situation of security monitoring products,according to the 4R marketing system,put forward the main problems existed in the relationship marketing on security monitoring products,they are: not close enough to the target customers,not timely response to the target market,ignoring the long-term interaction with customers,building a long-term stable relationship and ignoring the importance of value return.Aiming at the problems existing in the relationship marketing of NM company's security monitoring products,taking relationship marketing as the core point of departure,according to 4R marketing theory,we formulated a relationship marketing improvement strategy suitable for NM company's security monitoring products,they are: relevance strategy,reaction strategy,relationship strategy and return strategy.In order to promote the improvement of the relationship marketing strategy and implement it smoothly,this paper puts forward the safeguard measures of NM Company's relationship marketing improvement strategy from three aspects: management system,marketing concept and technological strength.