Relationship Marketing Strategy Research Of Small And Medium-sized Customized Export-oriented M Company

The importance of small and medium-sized export-oriented customizedenterprises for our country economy is obvious. Small and medium-sizedexport-oriented enterprises of our country have played an important role on foreigntrade, employment and social harmonious development. With the emergence ofsluggish and crisis of global economic development, it has affected the developmentof export-oriented small and medium-sized enterprises in China. Pressure from theexternal environment and internal environment makes the change of small andmedium export enterprises in our country, the introduction of advanced technology,the transformation of management idea, taking the relationship marketing strategy.However, customization enterprises more emphasize the personalized needs of thecustomers, relationship marketing is the main means of marketing.Based on M company as a case study, this paper firstly states the researchbackground and significance, frame structure, research methods, innovation, overalloutline structure of this article. Secondly, focuses M company background, theestablishment of the macro environment and industry environment, and use PESTand SWOT analysis tools to analyze the positioning of M company which set thetone for the company’s future development. Thirdly, analyses the relationshipmarketing status of M company mainly according to the stakeholders, and make abrief summary of the company’s present situation, the sales model and generalbusiness. Then find out inside and outside problem of the company in accordancewith the general principles and systems analysis of inner and outer. Finally, it pointsout the principles of relationship marketing, namely the value transfer principle, theauthor believes that the value transfer, knowledge is the key to an enterprise to keepthe competitive advantage, especially tacit knowledge, which expounds thetransformation of knowledge model in detail. According to this principle, from theinternal system and external system of M company marketing strategies areanalyzed. On the basis of relationship marketing, this paper expounds the M company’smarketing strategy regarding to the four stakeholders as the main object, which canbe divided into internal and external system, and respectively analyzed the strategyof M company in the face of the complex environment. At the same time, under theprinciple of value transfer and the key of knowledge transfer, pay attention toknowledge sharing and exchange in the process of making relationship marketingstrategy, especially focus on tacit knowledge sharing.