The Study On Relationship Marketing Strategies Of Yitai Company

On April 10,2006, the Development and Reform Community of China put forward the instruction opinion of speeding up coal industry structure adjustment to deal with the energy resources surplus, which meant the gradually arrival of structural adjustment of coal market. In 2007, the China government cancelled the last commodity order meeting——national coal meeting, which was featured as planned economy's subject. At the same time, the electricity coal price limit was cancelled too. These measures symbolized that the coal market has accomplished the complete transformation from planned economy pattern to the market economy pattern. What change will this bring to the coal market which has been in a short supply in recent years. It is worthwhile that coal companies paying close attention to their marketing strategy so that they can maintain a sustain development.This paper believes that coal companies should maintain a long-term cooperation with their customers, and pay close attention to the partnership in their supply chains as long as they want to realize the long-term benefit and be influenced little by the market. At the same time, they'd better carry out relationship marketing, and build up trust between members to promote cooperation, as well as foster a loyal customer community, in another words, trust-coperation-customer loyalty that is the analysis frame of relation marketing, therefore, to guarantee a stable market share. When facing the market fluctuation, it is always the Yitai coal company's matter of concern that how to maintain the rapid development and to guarantee stable growth. This paper took the Yitai Coal Company as the research object, based on the relational marketing between enterprises, to discuss how this company deal with the market fluctuation to maintain sustains growth. By analyzing the characteristics of the coal market and the present situation of coal supply and demand, along with the analysis of marketing experience in this company and the current situation of management, therefore, put forward the relations marketing plan and the concrete countermeasures and suggestions. The author hopes that this article's analysis could use for reference to the Yitai Coal Company's actual marketing operation, at the same time to promote the further study on relationship marketing theory such as customer loyal related subject.