Research On Customer Relationship Of Roller Washing Machine Door Lock In Hanle Company

With the rapid development of China’s market economy, the home appliance industry has developed fast, especially the high end front load washing machine. The door locks made by Emz-hanauer are famous in the industry. In order to serve the Asian customers better, EMZ decided to establish a factory in Nanjing, China. Other door lock manufacturing companies, like Italian Bitron and German Marquardt also entered to China market. In addition, more and more replications come to the market. The competition among these companies is tense. How to target Asian market? It is important to research competitive marketing strategies.This paper reviewed and analyzed many literatures, the relevant concepts of marketing, the related theory of marketing such as SWOT analysis, STP analysis, and customer relationship management. This article also described about the present development of marketing management. In order to provide theory and practice basis for the research, this paper compared other marketing strategies.The main body of this thesis analyzed the situation of the company and the development situation of the front load washing machine. SWOT theory is used to analyze the strengths, weaknesses, opportunities, and threats of exterior environment and interior environment. Furthermore, this paper used the STP theory to identify the front load washing machine market, determining the target market of emz door locks is high end front door washing machine. Finally, on the base of the marketing theory of customer relationship management, the thesis provides one study research reference for the home appliance industry.The marketing strategy for the washing machine accessories should be based on the different features of these accessories. The trend for the home appliance is customized, so the marketing strategy should consider the differentiate market requirements.