Relationship Marketing Strategy Research Under The Direction Of The Concept Of Customer Loyalty

With the rapid progressing of technology and the developing of information technology in this era of economic globalization and intelligence economy, competition between enterprises is becoming more and more intensive; especially after entering into WTO, enterprises have to face the pressures not only from domestic opponents, but also from foreign enterprises with more advanced managing experiences. At the huge market in China and around the world, enterprises can only win public understanding and supporting by harmonizing corresponding relations, so to build favorable enterprises'images to customers and lead to customer loyalty; in the intensive market competition, enterprises can maintain good inner and outer relations only if they have their own loyal customers, which is the guarantee for enterprises'survival and development.As a new concept, Relationship Marketing swims with the intensive competition, the rarely profit and the mature customer. It regards the marketing as an interact process among the enterprise, customer, competition, 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 strategy on this base.The author holds that, based on the principle of relating theory to practice, it is of extreme significance to precisely define the essential of relationship marketing, to enrich relationship marketing theory, and to direct the managing and selling practice. Therefore, by adopting theoretical analyzing and individual case studying, based on relationship marketing theory and customer loyalty theory, this paper carries out a deep discussion on the issue that the core of relationship marketing is customer loyalty and on the realization of customer loyalty, and frame the Six Strategies in the forming of customer loyalty. The research on relationship marketing strategy is carried out in combination with the author's practice and investigation on individual cases, to provide enterprises with more particular and systematic helps in the operating of Relation Marketing and in the realizing of Customer Loyalty.Customer Relation Marketing Strategy Research under the Direction of the Concept of Customer Loyalty.