Into The Chinese Mobile Branch School Paper Business Relationship Marketing

According to Kotler's statement, enterprise marketing shall become an art of creating more intimate relationship and interdependence between buyers and sellers.(1) As known by all, the essence of relationship marketing is to establish non-trading relationships based on the normal commercial behaviors, in case to ensure the continued and stabled occurrence of trading relationship. It sees the marketing as the process of inter-action among the enterprise, customers, suppliers, dealers, comptitors, government, and also the other public entities. The core is to establish and develop the long-term relationship with stakeholders and takes into account the interests of both sides. Therefore, to continue survive and develop in mordern society, enterprise need not only to pay attention to creat qualified products, but also to beat customers's needs and to gain recognise and trust from outside stakeholders, such as government, and different levels of society, in case to estabilsh a trustable enterprise image.Relationship marketing strategy can be practised by public models: (1) Promoting public relationship model, which using the public media and internal communication to start publicity job, and build good company image. It include setting exhibition fair, experience and technical communication fair, sit-chat fair, news report, special report, and news conference. The celebrity effect can also be taken as a strategy when it's necessary. (2) Community inter-act model, which means to build commercial relationship from interpersonal relations. This is to focus on stimulate communitaion and creat social net works by direct connections from person to person. Then those estabilished relations can build an advanced environment for business.I have deeply felt the important and directive meaning of principle of relationship marketing when working as promotion shool project in Chenghua branchIn 2007, Chenghua branch launched school communication project, but the preliminary result was not good. Schools have low acceptance, where some of them even against on this program. We look for opportunities in many ways: more communication to key person in schools; promoting them this project; invade those people to visit school that have successed in this project; share the experiences; to strengthen contacts to head class teachers; use the platform of class teachers to promote this project. From those hard works, schools finally signed agreement about the project with us. They also actively cooperate with me to get back nearly 800 agree feedback from parents. Preliminary results were obtained. However, it was not enough for the development of this"School communication project". To complete this year's KPI in short time, it is essential to analysis the industry situation, maket characteristics, and the strengh and weakness of our product. After studied the priciple of relationship marketing and the SWOT analysis, the market share was improved by the new strategy.However, as a new designed project,"School Communication Project"has its orignal weakness in funtions and operation method. The reasons are the low level in publicity, goodwill, and also relationship marketing strategy. The only promotion is door to door sales applied by customer managers. As no comments from other users and the consideration of price cost, and also due to the consideration of the charges to parents, no other schools in the use of evaluation, many schools have this product for hesitation, fear of causing a large area of complaints and the parents blamed the higher authorities.Successful pilot cases is very small, therefore it can not carry out rapid and effective reputation marketing. I then realised the importance of applying relationship marketing principles, using Relationship-based Marketing Model, to change the hard sell approach; vigorously carry out cooperation with school leaders, education sectors and government departments, and media cooperation to jointly promote the "School Communication Project" , and build up good reputation in schools and general public;in case to increase market share, and complete the Chenghua market coverage among primary and secondary schools.Therefore, I use Relationship Marketing Principles as the guiding ideology, to cooperate with media, radio stations to design and distribution of School Paper DM , conduct campus stagnation, and hold campus meetings and class teachers' meetings.I publicitied "the Ministry of Education and the group's co-operation agreement", linked the interest with school heads, carefully choosed the communicator, signed "Group Cash Rebate Agreement", to maintein the long-term cooperation between SP and schools.After a year of hard work, the "School Communication Project" finally achieved advance breakthrough in Chenghua area. Currently, there are 80% schools in Chenghua area covered by this project. 32 schools are using this project, the linkage rate ups to 60%. These contributed alot to Chenghua branch's customer strategy and create considerable value-added services revenue.