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An Analytical Research on Relationship Marketing of KN.LTD

Author: AnYingJie
Tutor: RenTianFei
School: Xiangtan University
Course: Business Administration
Keywords: Relationship Marketing Marketing Strategy Implementation of the program
CLC: F274
Type: Master's thesis
Year: 2010
Downloads: 191
Quote: 0
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Abstract


Relationship marketing enterprises to adapt to the new market economy development needs arising in the context of the process of global economic integration continues to accelerate, the gradual deepening of market competition, a new concept, a new method of the modern enterprise management. Since the 1980s, Western scholars relationship marketing innovation theory first proposed, along with the vigorous development of the socio-economic and marketing theory to constantly enrich marketing scholars at home and abroad have been offering a different relationship marketing theory, combined with their own national conditions and the actual bold exploration, raised a number of embodiments, the closer to the actual relationship marketing, and more operational. The electronic characteristics of the raw material industry determines the strategic cooperation between suppliers and customers need to build long-term, sustainable development, relationship marketing is very urgent. KN Company concrete practice of the object, based on the theory of relationship marketing, relationship marketing, interactive connotation as the starting point, the use of the system analyzed, the theory and practice of complementary research methods, the company in which the development of internal and external environment and competition to conduct a comprehensive analysis of the characteristics of the labor market, pointed out that in the course of nearly a decade of development, according to their own products, market and industry characteristics gradually formed its own marketing mode, but with the development of market competition continues to intensify and industry multidimensional original mode of marketing will become more difficult to adapt to the new situation demands, thereby deduce the necessity and importance of the company's implementation of relationship marketing. Trends at the same time according to the operating conditions of the company and the industry in which, combined with practical examples of relationship marketing theory and other similar enterprises, customer related strategy for the the KN company to design, enhance customer relationship strategy and customer response and return strategies implementation of relationship marketing strategy. On this basis, the organizational structure and management system through the establishment of the the KN company's relationship marketing, and building a customer database and optimize the supply chain, and other measures to provide a reasonable implementation of the whole enterprise relationship marketing strategy guaranteed. Despite a relationship marketing strategy, which is conducive to continuous improvement and optimization of the the KN company's market environment, and enhance the company's competitiveness in the market, to maintain effective and rapid development of sustainable, relationship marketing has a high cost, could easily lead to the relationship between excessive and applies only to conversion costs, compared with high customer limitations enterprises according to their rational use relationship marketing strategy, and combine with transaction marketing play to the overall force, boost business development.

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CLC: > Economic > Economic planning and management > Enterprise economy > Enterprise Marketing Management
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