Study Of The Relationship Marketing In Telecommunication Industry In China

The competition pattern of telecommunication industry in our country has been formed, and will face more serious competition because of the challenge from overseas investment. The marketing emphasis of the telecommunication market in our country has gradually changed from market development to market contention, namely from expanding new customers to the existing customers in other companies. In this case, enhancing the customer retention rate and reducing the customer loss rate become the key to the success of the enterprise, and this is precisely key question which "the relational marketing" discusses. Chinese scholars' discussion on how to develop the relationship marketing in the telecommunication industry has just started and has not yet formed a unified complete pattern. This paper attempts to discuss on the relationship marketing in China's telecommunication industry. The paper consists of four parts:The first part is a generalization of relationship marketing theory. First, based on previous studies, the author gives the definition of relationship marketing through the analysis: through constructing long-term and satisfactory strategy partner relations with the main partners (customer market, internal market, competitor market, supplier market, middleman market, influent market, etc), and through quality, service and other marketing activities, the enterprise fulfills its promise, and makes related quarters to realize their goals, thus seeks communal development. Then, the author analyzes the benefits the implementation of relationship marketing brings to all quarters. The benefits to the enterprise include: increasing the saleroom, reducing cost and retaining the staff. The benefits to the customer include: social benefit, trust benefit and economic interest Other benefit related quarters can get profit. Finally, the author analyzes the applicability of relationship marketing from the product category, relationship between the enterprise and the customers, and the market type.The second part is telecommunication industry and relationship marketing: present situation and forecast In this part, the author first introduces the manufacturing and managing features of telecommunication industry. It manifests itself in the following aspects: the natural monopolization of industrial structure, the publicity of organization management and the cooperation of production process.