| In recent years,with the fast growth of estate industry,construction industry keeps growth also in big strides that provides good chance for construction material supplier.The booming of this market absorb more and more material supplier to rush into this market which cause the intensive competition.So it is necessary for enterprises to review their marketing strategy.The development of marketing theory change the marketing ideas from transaction – oriented(product-centric)to marketdrive(customer-centric).In China,the enterprise managers gradually pay more attention to customer relationship marketing.How to effectively implement customer relationship marketing to grow customer value and gain more profitability is becoming the important topic for enterprise managers.H Company is a historic solution provider for construction products and services.With the market expansion and reaching peak of sales,we also face to some problems as falling of profits or reduction of sales return.And also factor such as imperfection of construction standardized system,complicate customer group and process of purchase decision make necessity to implement relationship marketing with customer and focus on customer group with maintaining contracting parties’ long term corporation.The thesis base on relationship marketing to analyze company internal marketing situation and external competition environment;then to analyze and classify customer group based on customer value;further more to analyze STP strategy for curtain wall trade;finally combing with marketing practice to suggest implementation of customer relationship marketing strategies.This thesis combined with marketing theory and practice method to creatively propose segmentation on customer behavior.The aim is to help implement customer relationship strategies and expected to provide practical significance for functional industrial products. |
