The Study On The Relationship Marketing Of R Coal Transportation And Marketing Company

Along with the establishment and perfection of the socialist market economy, the progress of marketization of coal marketing, and in order to better adapt to the development of the socialist market economy, in view of the coal, such kind of special commodity, enterprises faced repositioning and build a long-term relationships with suppliers, distributors, consumers, competitors, government agencies and other public relations that can give consideration to the interests of both sides. Facing these problems, if an enterprise wants to develop, relationship marketing plays a very critical role. As a product of the planned economy, R coal transportation and marketing company exercise coal special fund collection management functions which entrusted by the government for a long-term. After restructuring, it turn to an autonomous, self-financing operator, the relationship marketing is important for company’s survival and development.Essentially, relationship marketing represents a typical marketing change--by to obtain/trading as the center to retain/relationship-centered transformation. Relationship marketing is a kind of business philosophy, and also a kind of strategy guide. Based on the theory of relationship marketing, firstly, as the theory foundation of thesis research, this paper reviewing the concept of relationship marketing, characteristics, six markets model, duty-trust, theory, relation network interaction theory, value interaction and dialogue process theory, comprehensive marketing theory, database theory and4R theory. Secondly, review of the R coal transportation and marketing company’s restructuring and transformation process by charging management to modern enterprise. Thirdly, analysis the current situation of company marketing, find the problems in the marketing management especially the weakness of relationship marketing. Fourthly, apply relationship marketing theory, combined with the company’s marketing practice, put forward the idea of conduct relationship marketing. Fifthly, put forward the security measures of relationship marketing.The structure of this paper abide by the research thinking about theoretical guidance, review course, found the problem, and put forward countermeasure and safeguard measure. By analyzing the vocation of R coal transportation and marketing company and marketing present situation, find the problems in the marketing management especially the weakness of relationship marketing, apply relationship marketing theory, combined with the company’s marketing practice, put forward the idea of conduct relationship marketing. This research has practical significance to make company pay attention to relationship marketing. It has certain reference function for similar enterprise’s relationship marketing, and it has information meaning and reference value for the research about relationship marketing theory.