The Research Of Relationship Marketing Strategy On Shanghai Yin Li Pipeline Equipment Co Ltd

Metal corrugated pipe industry, manufacturing enterprises need cooperation with customers, upstream suppliers, including the main body and marketing interactive relationship, the traditional simple has been trading for the purpose of marketing theory is becoming more and more challenges and limitations. Relationship marketing has gradually become the important guidance of metal corrugated pipe industry marketing theory. Therefore, how to construct the enterprise the relationship marketing strategy has direct practical significance.In this paper, the metal corrugated pipe industry as the research background, the Shanghai Yin force pipeline equipment co., LTD., relationship marketing strategy for research. First starting from the connotation and basic relationship marketing system reviews the existing research on the relationship between the definition and attribute analysis, at the same time from customers, employees and suppliers, relationship marketing strategies were summarized in three aspects, and points out the principle of relationship marketing practice. Second of metal corrugated pipe industry marketing environment is analyzed, mainly including industry marketing characteristics and competition environment present situation, and in Shanghai Yin force pipeline equipment co., LTD., marketing based on the SWOT analysis, pointed out the necessity of the implementation of relationship marketing, to implement relationship marketing can change the internal environment, can improve the customer relationship, is a response to the needs of the market competition. Finally build Shanghai Yin force pipeline equipment co., LTD., and put forward the relationship marketing model and implementation strategy. Relationship marketing strategy model mainly includes the financial dimension, dimension, structure, dimension, etc; Relationship marketing implementation strategy from the customer relationship marketing, supplier relationship marketing and relationship marketing and so on three aspects; Relationship marketing strategy implementation of protection principle is given. This article hopes to its marketing practices have some guidance and reference significance, but also notice the deep further research needs to be, this is also the future research.