Retail Enterprise Relationship Marketing Strategy

Under the background that the traditional marketing theory has more and more challenges, relationship marketing as a developed theory of strategic planning has become one field of the hot issues, which draws more and more attention and is widely acctepted by the enterprises.It also broadenes the horizons to study the long-established business and customer relationship maintenance, and solve a lot of business problems that traditional marketing theory can not solve.How the enterprises of China use the marketing theory of the modern market relations to corporate strategic planning services, establish the new marketing relations, improve the comprehensive competitiveness of enterprises and increase the profitability of the business so that enterprises can get a place in the complex and intense competition in the market is very important.The effective use of relationship marketing strategy can help Chinese enterprises to maintain synchronization with the development of the world, improve their competitiveness in the market and not fall behind the times.The paper takeing the retail enterprises of China for example and basing on the theory of relationship marketing to analyze the characteristics of China’s retail industry, analyze the importances of relationship marketing on the retail business, explain the way of retail enterprises to develop relationship marketing and the problem of the retail enterprises in China at this stage in the relationship marketing.On the basis of the customer relationship marketing theroy, we give some suggestions on the retail business development of relationship marketing, from the aspect of the retail business development of relationship marketing, the market supply and demand relationship marketing, employee relations marketing, government relations marketing, mutual win competitors relationship marketing and so on. First, the paper analyzes the basic theory of relationship marketing, including the meaning of relationship marketing, characteristics, the differences between traditional marketing, principles and the advantages.We point out that the essence of relationship marketing is to keep customers, the exchange of information is interactive. However, traditional marketing take the trading as the core, the exchange of information is one-sided, the relationship marketing is the development of traditional marketing. The demonstration of relationship marketing can help enterprises improve their competitiveness. And then we analyze the importances of relationship marketing on the retail business and the present situation of the retail business in China. We think the retail business should carry out marketing strategy according to the different market relations.In the customer relationship marketing,the customers should be the biochemical core.We should strengthen the relationship marketing between the suppliers in the supply and the demand cooperations. We should also establish the strategic partnership, create the uniting atmosphere of enterprise development that one help each other in employee relationship marketing, try to get the support of the government in government relations marketing, keep long-term and good relations of business between the government and corporations that can increase mutual strength and competitiveness to achieve a win-win situation. Last we give some suggestions in relationship marketing of retail enterprises in China.We hope it can improve the overall competitiveness of the retail business in China, promote the retail business of China to have a stable and healthy development, and thus contribute to the development of the socialist market economy in China.