Study On Strategies Of Relationship Marketing Based On Customer Loyalty

With the establishment and the development of market economy in our country, competition between enterprises is becoming more and more intensive, especially after entrying into WTO, the opening of our country has not only brought a lot of opportunities to enterprise, but also brought unprecedented challenge and test at the same time. In today's integrative economy, an enterprise in order to survive and develop in a fierce market competition, it must own its own customers with loyalty.As a new concept, Relationship Marketing swims with the intensive competition, the rarely profit and the mature customer. It regard the marketing as an interact process among the enterprise, customer, competition and supplier , and so on. The heart of the marketing is to deal with this relationship correctly. This thesis emphasizes how to realize customer's loyalty by relation marketing, and the writer puts forward corresponding relation marketing strategies , expects to do some contribution to the enterprise to have a correct understanding of Relation Marketing and use it rationally.The paper first gives a summary of the Relationship Marketing, systematically explains its appearance and development, its content and characteristics, as well as the current situation of its application in our country. Secondly, the paper analyses the Relationship Marketing and customer's loyalty, expounds its realization procedure and the relationship between the customer's satisfaction and loyalty. Through the value analysis, the writer connects the Relationship Marketing and the customer's loyalty, which builds up the basis of putting forward the strategies. Then, the writer puts forward six strategies for the enterprises to carry on the Relationship Marketing for the purpose of setting-up the customer's loyalty. In the last part it's a case analysis, the writer designs a Relationship Marketing schema according to the concrete situation of HB company, strives to offer a guidance for the enterprises of our country to carry on Relationship Marketing in an more all-round way and more systematically.