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C Company Relationship Marketing Strategies

Author: ShiWei
Tutor: JiangQingYun
School: Fudan University
Course: Business Administration
Keywords: relationship marketing marketing strategy customer relationship management systems buying
CLC: F274
Type: Master's thesis
Year: 2009
Downloads: 143
Quote: 0
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Abstract

With the rapid development and modernization of railway construction, TDCS/CTC industry, supported strongly by China railway department, is becoming more and more prominent. CTC, essential to railway and railway administration, has a promising marketing potentiality.Trying to devote itself to the modernization of China railway construction, C Company has already developed into the most advanced and well-known enterprise in China railway industry in the past 23 years. It has been honored as China railway software center, whose main product IDCS/CTC takes 57%of market. However, the rapidly increased development of railway construction makes the purchase of large equipment changed significantly from single item to whole system, which heavily threat the dominant marketing position of C Company.In this study, we first analyzed marketing, systems buying and its influence on the marketing concept of C Company, and indicated that rail technology and instrument marketing had already transformed from traditional marketing into relationship marketing where the focus is on customers rather than products. Then, based on SWOT analysis, we proposed that C Company has to carry out relationship marketing policy and change the systems buying into an opportunity for keeping its dominant marketing positionNext, we worked out several practical strategies involved in acquisition and retention of customer, which help C Company increase customer loyalty and establish long-term and mutually beneficial arrangement with customer. Meanwhile, central to relationship marketing, we identified competition markets and influence markets.For companies in high competing market like C Company, it is better to retain current customers than attract new customers, which required the company to pay more attention to customer service and provide service quality that exceeds expectation at each step. In addition, the company needs to stress on internal marketing, using a market orientation within the organization itself and making every employee a supplier and customer of services and products. Therefore, we created the online maintenance service that is the supporting service, providing C Company more chances to contact with customer to make the relationship more secure and bond stronger, and finally make the cross selling come true. We also suggested that the company could use modern customer relationship management technique and set up an administration section to improve customer retention.This study mainly focuses on marketing, which hasn’t been fully studied. We aimed to draw more attention to the B2B marketing in China, which might provide companies an opportunity to develop and transform into relationship marketing, wherein all parts could cooperate and be mutually benefited.Our conclusion is that systems buying on railway equipment would promote the transformation of traditional marketing to relationship marketing, indicating the necessity for C Company to make this change.

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