Jze Company Relationship Marketing Research

The sales of large electrical equipment usually rely on procurement system. Besides technology, quality and services, the more important decisive factors to be successful in the tender are the opinions and decisions of police makers. Therefore, the primary task of the power equipment sales is to grasp the intention of policy makers and to influence purchasing decisions of them.Based on the growing trend of Chinese power equipment industry, this article use JZE Co., Ltd as a prototype and analyzes how to get the order by setting up relationship in marketing strategy and setting up and maintaining relationships with the policy makers in the sales process, and the strategies should be used in affecting the purchasing decisions of policy makers. Its core purpose is to use the three levels of customer demands interoperated by Iceberg Theory to find out the deep and hidden demands of the customers. And use the relationship with customers as a media to set up stable long-term strategic cooperative relations.The thesis also describes the loss of clients resulted from the flow of sales staff, and make out what should the enterprise do to seize its customer resources.