The Strategy Analysis Of BP (Fujian)’s Relationship Marketing

As is known to all,in the modern market competitive environment enterprises cannot be limited to just focus on their own.With the arrival of the buyer’s market,there is a greater autonomy for customers in the process of selecting the goods.They have not only focus on prices of the goods but more attention in the service from the enterprise.In order to strive for more market share,enterprises should establish a set of customer relationship management mechanism,improve customers’ satisfaction and loyalty through the service and keep good relationship In addition to its own products quality and price.On the other hand,with the changing of market environment great changes have taken place within the operational environment.With handling customer relationship,enterprises also have to deal with internal employees,competitors,distributors,suppliers and related interests relationship at the same time.Only by building a collection of reciprocity,mutual benefit,long-term cooperation,enterprise can gain a competitive advantage.The relationship marketing theory was born under this background for the traditional marketing theory has already cannot adapt to modern enterprise competition.In the development of recent years,more and more enterprises began to pay attention to the relationship marketing and also achieved good effect.In this paper,exploring the role of the relationship marketing for a gas enterprise in the fierce market competition based on the analysis of the relationship marketing strategy of BP Fujian Limited.Finally,summing up the experience,in order to explore what the other enterprise can draw lessons from.