The Strategy On Improving The Relationship Marketing Of TP Company

There are a large number of small and medium-sized enterprises in China and the majority of small and medium-sized enterprises face a variety of difficulties when they are developmenting. When facing the survival and development of small and medium-sized enterprises often, blind comparison, the lack of effective strategic planning. This paper takes TP company as an example, in-depth analysis of the difficulties faced by, to find the solution to the problem, to achieve long-term development, pointed out the direction. With reference to the meaning of the research on the development of small and medium enterprises.POS (the point of sale)system originated abroad is a kind of cash register management system, which is specialized in retail, catering, and amusement industry where the second generation cash registers have been already replaced by computer program. This advantage improves the efficiency and provides tremendous reference data for users and controllers to make the management more scientifically. The POS system is categorized into the retail IT business. The system generally is comprised by POS machines (professional computer only for POS system), micro printers (only for bill printing) with well-known brands such as IBM, NCR, FLYTECH and Epson, the developer of software system and integrator. TP is one of brands, which entered the retail IT business in early phase. It is specialized in providing catering enterprises with informationization services such as software system solution, hardware purchasing, system integration, training and after-sales services. TP commits itself to solving the difficult management issues for catering enterprises. However, as SMEs (small and middle-sized enterprise), TP is facing to some important challenges and weaknesses. For example, the impact of competition, channels blocked, internal employee relation. In this paper, combining the actual situation of TP company. Using the PEST analysis method to analyze the model analysis method of external macro environment, TP, using Potter’s five forces, analyzes TP company’s industry environment, the internal analysis of TP company, the strategic choice of using the SWOT tool, in view of the current situation, the TP company to differentiation as the core strategy. The existence of the relationship marketing theory of TP company in all aspects of the problem, proposes the method to improve. TP how to integrate external resources, improve the business environment, pointed out the direction of development of reverse channel.