Study On Relationship Marketing Strategy From The Perspective Of Stakeholders

Since the introduction of the relationship marketing theory,relevant research has been deepened and developed.From the early emphasis on customer orientation to the six major markets in which Payne proposed relationship marketing,with the further development of related theories,the marketing subject of relationship marketing has further expanded to the stakeholder of enterprises.We have found that relationship marketing theory gradually puts enterprises into the market environment and systematically considers the marketing activities of enterprises.Since its inception,stakeholder theory has gained more and more recognition and is widely used in corporate governance,strategic management and other related research.Through the comparative study of relationship marketing theory and stakeholder theory,we find that the two have the commonality:the two systems put the enterprise in a dynamic market environment to systematically analyze the enterprise's problems and solutions.Relationship marketing from the perspective of stakeholders goes beyond customer-oriented relationship marketing and reflects the concept of harmonious development between the company and the market environment.This paper takes C company as the research object.Based on the brief introduction of C company's general situation and industry situation,and then analyzes the internal environment and external environment of C company,and proposes the marketing strategy choice and task of C company.Based on the analysis of internal and external environment,the stakeholder theory is applied to identify and analyze the stakeholders of C company.Finally,stakeholders are used as the relationship marketing subject to propose the corresponding relationship marketing strategy.