Relationship Marketing Strategy Research Of CT Inc

In the21st century, the development of marketing theory has the new breakthrough and interpretation. How to construct the relationship marketing strategy, which is suitable for the development of enterprises under the new competitive environment? How to establish, develop and improve the relationship marketing between various relationships of enterprise? These questions have become the important marketing topics and the key points of enterprise development. Relationship marketing regards the marketing activities as an interactive process with customers, suppliers, distributors, competitors, internal employees, government agencies and other public. Its core is to establish and develop long-term satisfactory relationship with these public as well as maintain long-term and win-win relationships and priority between various parties.CT Inc., as the research object of this thesis, is the leading enterprise in the international bentonite waterproof material industry and has taken the lead in introducing bentonite waterproof material into China market. When the materials were introduced into China, they once got rapid development. But with the development and changes of the economic environment, new challenges occur from the new competitive environment. Facing the complex domestic environment and the present situation of the construction industry, the necessity and the urgency of the relationship marketing operations come to the critical agenda accordingly. This thesis tries to analyze the theories of relationship marketing strategy and its practical applications in the special industry of building waterproof materials. Using the method of system analysis with linking theory with practice, it starts from the current situation of relationship marketing with customers, suppliers, competitors, internal employees, distributors and other influencers to find out the problems faced in the development. At the same time, in order to find out the solutions and develop a specific relationship marketing strategy, this thesis also intends to carry on the analysis of the controllable reasons for the problems considering the internal and external environment for CT Inc. as well as its advantages and disadvantages, etc.The analysis of this thesis is divided into six parts in total:Starting from the research background and research significance, it conducts study and analysis on theoretical basis, essential features, basic patterns, principles and market model of relationship marketing. Besides the thorough analysis of the waterproof material industry and the current situation of CT Inc., it gives a comprehensive elaboration on the specific relationship marketing strategies constructed between CT Inc. and its customers, suppliers, competitors, internal employees, distributors and other influencers, which are combined with the company’s actual situation Among the strategies, this thesis puts some emphasis on the construction of customer relationship marketing strategy.