Research On The Relationship Marketing Strategy Of Rubber Products Of M Compan

The ever-shifting economy and IT have caused a transformation in enterprise marketing theory and consumption concept,with the product life cycle becoming increasingly shorter and the competition between enterprises for consumers intensifying.Maintaining a strong customer relationship and increasing customer reliance necessitates enterprises and customers to engage in more exchanges and fulfill commitments.The middle and high-end market of the rubber products industry is occupied by international tire manufacturers.For a long time,international tire manufacturers have been occupying the middle and high-end market of rubber and plastic products,and China in this industry usually produce low-end Common rubber products and used in the industry,which generally displays the structural contradictions of "excess of low-end products and insufficiency of high-end products".The marketing relationship between enterprises and downstream terminal factories is ever-evolving,product quality,after-sales service,demand response speed,and other elements that influence consumers’ loyalty and stickiness to products become increasingly intricate,and customers demand more from products and services.How to maintain sustainable development,how to establish long-term relationship with customers in the ever-changing market environment,and how to pursue sustainable consumption are the key factors for enterprises to formulate marketing strategies.Taking M Company as the research object,this paper deeply discusses the theoretical basis of relationship marketing strategy,including PEST theory,Porter’s Five Forces model,customer relationship management,"six markets" theory,etc.,and proposes effective solutions from the perspective of analyzing,proposing and solving problems.After in-depth analysis,there are some problems in M company’s relationship marketing strategy.In order to better understand these problems,the paper interviewed the internal employees of M company and conducted a questionnaire survey among customers.The paper also conduct research from customer,competitor,internal staff,supplier,influencer and associate.Finally,the paper make a detailed analysis of the problems existing in M company’s relationship marketing,so as to better guide the development of the company.Under the framework of the "six markets" model,M company should take effective measures to improve the relationship marketing strategy,including strengthening customer management,build partnership with suppliers,optimizing internal relations,forming a good partnership with competitors,and solving the interpersonal relationship with other relevant parties.In addition,company should build a complete customer relationship management network,improve the level of after-sales service,establish the concept of all-staff marketing,and improve the salary system to ensure the effective implementation of the company’s relationship marketing strategy.Through systematic questionnaire data analysis,the paper hope to provide practical suggestions for improvement to help M company better understand the positioning and advantages of its own products,so as to transform customer relationship from passive to active and partnership,effectively improve customer satisfaction,enhance customer loyalty,establish long-term relationship,realize sustainable consumption,and provide reference experience for other similar enterprises’ marketing strategies.