Relationship Marketing Theory And Analysis

Along with the modern society's development, the technical progress, the change of customer's habits and concepts, more and more disadvantages of traditional marketing concepts appeared, such as higher and higher marketing cost and the decrease of corporate profit; when our country join the WTO, the foreign corporate will rash to China, which means our company must face more intense competition. The relation marketing theory which is from the western makes lots of innovations of the traditional marketing theory. They also set models which are comfort with the period's character. This article wants to make a summarization of these theories so that the company can use them easily.All marketing theory and the method cannot leave its specific social background, thus this article begins with the background of relation marketing theory and points the three most important preconditions: the change of market structure, the variety of consumer buying and the development of technology. What's more, the traditional marketing models' defects make relation-marketing theory necessary.The relation marketing theory begins in 1984 from the Philip Kotler's theory which he him self called "the big market marketing theory". It makes the system theory, the coordination theory together with the market marketing theory. After more than 20 years' development, people focus on the customer value: how to create the consumer value and how to distribute it.Different model always has different emphasis point. In this article, I introduced the existing theory premise, the main supposition and the application. Of course the deficiency are involved.The extant relation marketing models mainly were "always has" the model and six markets model. The last one was most famous. It brings all the factors which can influence customer value The theory outlines perfectly, but there always appears some erroneous in the application process. These deviations some are because of the traditional custom. But most are because of misunderstanding. The traditional influence mainly is the concept that "the relations = walks the back door". The misunderstanding mainly are that we pay too much attention to outside factors and neglect the enterprise interior market; pay too much attention to the customer and neglect other benefit correlations. These all are the enterprise need to pay attention to.For our country market economy system, the media industry may be called a latecomer. Because the media industry is treated as the Party and the nation's ear and mouth, therefore it is continuously stricter limit than other industry. Under the new condition, how can our country media industry still have the competitive advantage? How do they will do while already act as the nation's mouth then also can contain the market competitive advantage? This article will tell you all.This article analyses several prominent cases. According to six markets models, I summarize the related benefits sides which the relation marketing must to pay attention to. The author boldly broke through the traditional six markets model: add the media industry the related benefits sides to seven big markets in order to the catch the essence of this industry, then lays the foundation to implement the relation marketing.