Relationship Marketing Strategy. Qj Pharmaceutical Company Study

Relationship Marketing is a new marketing concept that centers on establishing the friendly relationship between the enterprises and customers and aims at maintaining a kind of lasting and stable transaction relationship. It focuses on the customers and expands the marketing research to all kinds of exchange relationships among the dealers, the suppliers, the competitors, the public organizations, the government departments, and the enterprise interior staff and so on, which precisely grasps the characteristic of modern market competition. Along with the global economic integration and unceasing deepening of the market competition intensification, the traditional marketing theory could not solve the confusion in many aspects which the present enterprises meet any more, which makes the relationship marketing step on the stage.How to handle the relationship between the enterprises and customers and the related parts is not only the core of Marketing, but also the foundation of the enterprise's survival and development, in which the relationship between the enterprises and customers is vital. The customer marketing is the lifeline of an enterprise, while internal relationship is the foundation of Relationship Marketing's success. Their behavior has a great effect on the customer marketing.This thesis draws lessons from the activities of Relationship Marketing of pharmaceutical companies at home and abroad. Combing the analysis of the QJ pharmaceutical company's present situation with author's experience of practical work, author mainly expounds the two important lays of Relationship Marketing: relationship between enterprises and customers (doctor and patient), relationship between enterprise and its stuff. What's more, in allusion to the confusion and difficulties in the marketing practice of the QJ pharmaceutical company, author do some research on the strategies of Relationship Marketing that suit for the long-term development of QJ pharmaceutical company. I hope these strategies can provide some constructive reference to the relationship marketing of the QJ pharmaceutical company. In fact, the problems that the QJ pharmaceutical company meets in the customer market and internal market are very common in the pharmaceutical companies of our country especially some middle and small types of companies. I really expect this thesis, to some degree, could be beneficial to other pharmaceutical companies when they put the strategy of relationship marketing into practice.