| Water purifier industry has entered a stage of rapider development than one in past time in China. According to the statistics shown in China that water purifier market popularity rate now is less than2%, while the growth rate was high up to30%~50%annually. Some big cities, such as Beijing, were even more than100%â‘ . However, in the water purification industry rapid development, the internal industry problems have also been exposed gradually. For example, the confused market competition, fake products, low customer service quality and management. The misleading the media publicize on these problems made the matter worse, which brought the negative effect on the whole healthy market. For some water purifying machine enterprises, the problems relating to the high staff turnover rate in the internal settings, the outside market competition, and low customer satisfaction all cause the enterprises to face the development bottleneck. Under such environment, how to apply the theory of relationship marketing and the relationship with efficient means, and how to seek to adapt to water purification industry characteristics of the marketing strategy has the very strong practical significance. In this paper, under the guidance of the theory of relationship marketing, combined with the present situation of the water purifying machine industry development, the main problems caused by Kang Ji, a typical representative company in water purification industry, were comprehensively analyzed. Based on the comprehensive summary of the company's marketing statuse, this paper analysed the marketing stategy in the company's internal and external market and made deep research in its main problems, Also,the relationship marketing strategy of this company was put forward after the feasible analysis had been made.The specific contents this paper contains are following:Firstly, Based on the relationship marketing theory and the enterprise investigation and practice, the paper improved and suppled the theory of relationship marketing strategy, the three major factors including the relation market segment, the relation market hierarchy and the relation stages of development were elaborated respectively. The relation market segment was divided into the internal market and external one on the basis of the six sub markets of the relationship market. For the four stages the relationship development emerges, this paper puts forward the dynamic assessment and the concept set by the escalation process. In addition, the relationship hierarchy was elaborated in this paper. this article attempts to establish the relationship marketing strategy model depending on the relation market segment, the relation market hierarchy and the relation stages of development. Secondly, After the analysis on the marketing conducts of Kang Ji company, we believe there are several marketing problmes. First, the management team of the marketing department needs to be improved for company's internal market. Second,the marketing problems for company's external market include clients market, suppliers market, competitors market and influence market etc. Finally,following the relationship marketing strategy model and combining with the actual situation of Kang Ji, the paper offered some advice for the relationship marketing strategy. The relationship marketing strategies are summarized for the company in the internal market, should be to improve employee satisfaction, reduce the loss of talents as the goal, enterprises need to enhance quality management, at the same time, the flow of talent and the selection of training mechanism, and then increase the intellectual capital of the enterprise, and establish the management reserve, while the enterprises should improve their internal staff duties system and enhance employee cohesion. In the customer market, enterprises need to improve the marketing system, brand construction, development, expand customer database marketing of the network marketing, to open up new marketing channels, reduce customer complaints, sound and good communication mechanism, make the enterprise with customers to establish long-term close relations. Also, the enterprise should strengthen the technical innovation and marketing innovation, win-win cooperation and competition. In addition, enterprises need to pay attention to the company 's relations, the establishment media information release mechanism and active participation in the community construction, do well the influence relationship marketing. The paper through relationship marketing theory combined with practice of enterprises, for the water purification machine industry and Kang Ji company business model similar enterprises to implement relationship marketing strategies to provide a reference. |
