Research On Marketing Interactive Communication Based On Relationship Marketing

Marketing should be much simpler 40 years ago, in a buyer's market, the marketing is equivalent to sell only regardless of whether they truly meet people's needs. Usually it is a one-way transmission of information to the products or services to consumers, consumers passively receiving information products, nor is there information feedback process. And the present, with the increasingly competitive market environment, the marketing communication is no longer as simple as in the past, especially when the situation and development setbacks, the managers may firstly have thought of compressing marketing expenses. This is because the marketing communication technology in a very long period of time, the breakthrough has not been satisfactory. On the other hand, perhaps it is even more important reason, that the important role of interactive communication in the process of marketing has not been deeply understood and appreciated.Traditional marketing communication is to disseminate products information to consumers. As consumers tend to rational consumption and market uncertainties exist, the purpose of communication is making a significant change. Marketing communication is not just a one-way communication taken by enterprises, it is more important to achieve the interactive communication with consumers. Collect more relevant information about consumers, understand the wishes and needs of consumers, maintaining long-term relationship with consumers. The same as marketing channels, the relationship between the channel members also need to maintain interactive communication and information sharing. Communication problems are one of the reasons of Channel conflicts. The quality of marketing communication will not only directly affect the immediate profit, but also indirectly influence long-term interests. Therefore, relationship-oriented marketing communication is indispensable in the process of interactive communication. It is the prerequisite and guarantee to maintain the long-term relationship between enterprises and consumers and channel members. The result is to create value for two parties which participate in communication.Through careful study of relationship marketing, communication, management communication, marketing communication related documents and theory, deeply review and sum up the results of previous studies of most foreign and domestic scholars, the perspective of most research and analysis is based on a certain type of marketing communication means, or multiple use of communication mix or a combination of the characteristics of one industry, and put forward some specific marketing communication strategies through empirical study. Most of the research focused on the marketing communication strategies and recommendations. These scholars contribute immeasurably to the academic and business community. The studies of relationship-oriented marketing communication focus on the concept and strategies of marketing communication to analyze the means of interactive communication, when comes to links to the ways and means for marketing promotion and marketing channels in the marketing business, there is space for study of interactive communication. This is what this paper attempts to do. Through the perspective of interactive communication relationship oriented, this study will understand the"interactive"communication in marketing sales and marketing channels.This study is trying to solve two problems. One is to promote the realization of interactive communication between enterprises and consumers in marketing promotion. The analysis of interactive communication is from three levels--psychological, emotional and behavioral to develop. The other is interactive communication among manufacturers, brokers, consumers in marketing channels, and how to deal with channel conflicts.Based on this idea of writing, the overall structure of the article include the following: at first, in the introduction the paper's research purpose and method have been introduced through the analysis of theory and practice, then leads to the purpose of the study and research content; next, some related literatures about relationship marketing and communication have been concluded and reviewed, paper's support point is found; thirdly, paper describes interactive communication between business and consumers in marketing promotion. The analysis of interactive communication is from three levels: psychological, emotional and behavioral to develop, each level describes interactive communication with four marketing promotion tools: advertising, direct marketing, public relations, sales promotion; fourthly, interactive communication in marketing channels. This analysis mainly develops among members in marketing channels, namely, enterprises and brokers, consumers, as well as a interactive communication in channel conflict. In the third and fourth part, two cases are put in to give a description of the contents; last part includes the research findings and suggestion for related managers, research's deficiency and future prospect.This paper lies in the fact that based on the theory of relationship marketing interaction communication, a new perspective of understanding and interpretation of marketing communication, communication in marketing sales and marketing channels could bring a fresh perspective to academics who are interested in this field. There is not a complete case to well prove the content of part three and part four. Further research can be more convincing case studies to prove that. In addition, marketing communication has attracted more and more attention in the business world. It is precisely because of the quality of marketing communication, directly impact on the outcome of the current reality, also indirectly affect the future results of a potential interests. The purpose of marketing communication is to understand the wishes and needs of consumers, seek changes in consumers'psychology and behavior towards the right direction of enterprise. The ultimate aim is to create long-term relationships with consumers, produce and transmit value to consumers at the same time, then bring value to the enterprise. This paper provides a reference to help enterprises to reexamine marketing communication activities, to get rid of the traditional unidirectional communication, marketing activities should promote the view of interactive communication in marketing communications activities, combine multiple marketing interaction communication tools, reach a "win-win" situation. In addition, the paper refer to some concrete steps and practices which could provide a reference to the enterprise.