Research On Relationship Marketing Of K Company In Mobile Internet Era

Since entering the 21st century, China’s basic industry rapidly increasing manufacturing level, enterprise level 5 s management requirements, the concept of clean, many factors such as demographic dividend gradually disappear, let clean equipment entered into a rapid development. Rapid spread of network information and economic globalization accelerated also led to the clean equipment industry market quickly from blue ocean to the red sea, market competition from the blind pursuit of brand, or simply the product of low appeal gradually toward the right price, service, brand and the comprehensive competition. As global cleaning equipment industry leader K company, after 08 year financial crisis, K company market growth, internal staff turnover, the dealer system confusion, loss of customers, has been unable to achieve growth for several years, both is to increase the width of the new products and expand market did not grow, but constantly back encroach on rivals. In the face of market competition changes and still growing market demand, how to make the company K consolidate the market leader position, expand market share, improve company K line industry share company is an urgent need to solve the problem.In this context, as practitioners of K company, through its own technical investigation analysis and experience, found that K company exist the following problems:First, it is not establish direct relations with the customer, the lack of understanding of customers and trust. Second, it is to channel dealers too casual, serious conflict; Third, internal management confusion, inefficiency, lack of loyalty;Fourth,it is not establish effective communication with suppliers, industry groups and to understand competitors is not enough, not only lost industry development opportunities, but also weaken the sensitivity to the market development. In this case K company should fully implement relationship marketing concept guide, establish the direct relation with the customer need to K company, and establish relevant database and policy support; Redesign the dealer selection standard, solve dealers conflict; Set up the system of humanistic care, pay attention to the development of the employees; Strengthen and industry organizations to establish close relations of cooperation, and the market competition has the choice of race and relationships, through these measures to break through the current this kind of development predicament, and in accordance with the low cost advantage of mobile Internet, establish efficient, the relationship between networks, interactive community, full implementation of relationship marketing to move under the mobile Internet, in order to break through its own development stagnation.This paper argues that, under the rapid development of mobile Internet relationship marketing concept to better explain the systematic, benefit correlation of relationship marketing and network interactive structure of K company as a cleaning industry leader in implementing the relationship marketing strategy, to improve enterprise’s market share and consolidate market position have important guiding significance, at the same time will be of significance to the development of the industry.