Research On The Problems And Countermeasures In The Relationship Marketing Of Sichuan Southwest Cement Co., Ltd

With the reconstruction after Wenchuan earthquake in 2008,Sichuan cement industry has made great contribution to regional construction and development.However,the long-term extensive development has also resulted in structural overcapacity and the status quo of environmental pollutants emission amplification.Especially,the current economic growth in Sichuan is slowing down,and the cement industry has entered the platform period from the high-speed growth period,and the overcapacity situation is even more serious Highlight.In the face of severe overcapacity and fierce market competition,the cement industry,which has always played an important role in Sichuan Province,is experiencing unprecedented severe tests.In recent years,in order to alleviate the contradiction of overcapacity in cement industry and improve environmental quality,the state and local governments have issued a series of peak shifting production policies.The effective implementation of staggered production must rely on the linkage between the government and enterprises.The government plays the role of support and guidance,and the enterprise undertakes the corresponding social responsibility.Based on this background,Sichuan Southwest Cement Co.,Ltd.(hereinafter referred to as SCXN company)has started the road of reform and innovation,and marketing innovation has become one of the key links.The marketing theory of western developed countries,relationship marketing,which rose in the 1980 s,has been recognized and applied by SCXN company.Relationship marketing takes system theory as the basic guiding ideology.It holds that the enterprise’s marketing activities should be committed to properly handle the relationship between the enterprise and customers and other stakeholders(including suppliers,consumers,intermediaries,government,employees,competitors and the public,etc.),so as to establish,develop and maintain these good reciprocal relations,so as to obtain long-term market benefits and Competitive advantage.SCXN company has established a huge network of relationships through relationship marketing,and has achieved good results in the market competition.Customers and competitors are the most important in the relationship network.The former is the basis for the survival of enterprises,and the latter is a difficult problem that must be taken in the special period of staggered production.This paper focuses on the analysis of customer relationship and competitor relationship,finds out the existing problems,studies and formulates practical implementation countermeasures.First of all,through a large number of literature research,combined with the situation of Sichuan cement market,considering the special background of off peak production,this paper makes clear that the focus of relationship marketing of SCXN company is customers and competitors.Secondly,this paper analyzes the marketing environment and peak shifting production situation of SCXN company,so as to fully understand the severe situation faced by the enterprise and the necessity of off peak production;introduces the customer group and its sales situation of SCXN company,designs the customer satisfaction questionnaire,and analyzes the survey results;it also introduces in detail the top ten competitors from the distribution area and cement year In order to accurately grasp the advantages and disadvantages of SCXN in market competition,the paper compares the production capacity and other aspects.Then,from the conclusion of the analysis,we find out the problems in relationship marketing: customer satisfaction is not high,market control is too dependent on dealers;SCXN company does not establish good relations with some competitors,regional competitive advantage is not obvious.According to the enterprise’s own situation and environmental factors,the causes of these problems are obtained.Finally,this paper puts forward the corresponding countermeasures for these problems.Through improving customer perceived value,reducing customer perceived cost,improving direct selling rate,and making exclusive investment in dealers,customer satisfaction and customer loyalty can be achieved.It is suggested that the government should increase the degree of rewards and punishments,and at the same time improve its regional competitive advantage.