The Study Of The Relationship Marketing On Santeh Cement

With the rapid development of Chinese economy,many manufacturers are expanding their production capacities.And the customers accordingly attain more space to choose the products.And then,what the enterprises have to consider is not only how to attract customers,but also how to keep their loyalty and make them to be permanent clients.In a way,the latter is more important.As a result,many enterprises have to turn their focus from developing new customers to maintaining old ones.It is also well known that the cost of developing a new client is more than 5 times than the cost of maintaining an old one.So the enterprises pay more attention to cultivate the long-term,bidirectional relationship with their customers. Because of the increasingly keen competition,the enterprises have to be confront with more complex circumstances which including suppliers,competitors,social organizations and internal staff.So the competition will include not only the product and the client,but also the external relationship around them.The relationship marketing is a good choice for the enterprises under this condition.Nowadays,many companies have chosen relationship marketing,which is called the 90s'and later century's marketing strategy,as their competitive strategy and it has proven to be an effective way.In this thesis,I will analyze the actuality of relationship marketing strategy applied in Santeh,which is a cement company built in 1997,to find the effect of the strategy.And furthermore,to think about what the Chinese cement companies can learn from Santeh's experiences and three important factors,which should be enhanced as well.