The Research On Relationship Marketing Strategy In Jiang Nan Machine (Group) Import And Export Corporation

The Jiang Nan Machine (Group) Import and Export Corporation established on 1993, and it is a company which taking importing and exporting machinery equipment as its central operation. Through expanding the market more than ten years, The Jiang Nan Machine (Group) Import and Export Corporation has become an international trading company which takes Southeast Asia (mainly Vietnam, Kampuchea and Thailand) to be the main goal market, and its business has entered into the American-European market.However along with the constant development of product categories and the increasing of the customers, the company has exposed a series of problems such as customer satisfaction dropped, sales stayed cool to increase and selling costs kept high, and these problems have influenced the further development of the company. In order to solve these problems, this text sets about from company's current situation and existing problems, analyzes the advantage and disadvantage of company's current marketing strategy, then proposes a suggestion of turning to the strategy of relationship marketing. The text also institutes the goal and principle of the relationship marketing strategy, and the tactics of every goal market. Finally the text proposes the project of starting and some guarantee measures.Chapter one introduces the background of the title, the meaning of this research and domestic and international research dynamic status of this text. This text proposes the research frame and the technological route of this text.According to the current situation of the company and the advantage and disadvantage of current marketing strategy, chapter two analyses the necessity and feasibility of whether the relationship marketing strategy should be introduced. Then chapter two proposes a suggestion of turning to relationship marketing strategy and analyzes its using value.After confirming the relationship marketing strategy, the chapter three institutes the goal, the basic principle and the target market of relationship marketing strategy. Then the text makes different tactics in customer's market, supplier's market, inside market and competitor's market according to their different characteristics.Finally, from two respects of start-up project and guarantee measures, chapter four introduces the implements of the relationship marketing strategy in The Jiang NanMachine (Group) Import and Export Corporation.This text proposes a whole set of the strategy from introduction of the relationship marketing strategy, establishing idiographic scheme to implementing the relationship marketing strategy.