Research On Relationship Marketing Strategy In China Market For T Company

The shipping market has been in the doldrums in recent years due to the recurring epidemics and the severe global economic downturn.The shipping fuel supply industry,which is dependent on the shipping market,has also been hit hard.The deterioration of the business environment and the fierce competition in the market have led to the deterioration of the profitability of T Company,which has a Japanese corporate background.Based on the basic theory of relationship marketing,this thesis combines literature reading,data collection and questionnaire survey to analyze the current situation and problems of relationship marketing of Company T in depth.Using Porter’s Five Forces Model,the competitive environment of Company T’s industry was analyzed in five aspects.According to the Six Markets Model,six aspects such as customer relationship,competitor relationship,supplier relationship,internal employee relationship,distributor relationship,and influencer relationship are used as entry points to analyze the deficiencies of Company T’s relationship marketing at this stage.Then a questionnaire survey is launched for customers and the same industry groups,and the corresponding questionnaires are designed according to different marketing models to reflect more intuitively the problems in the relationship marketing strategy of the enterprise,and make targeted optimization to develop a relationship marketing strategy in line with the long-term development of Company T,which makes a positive contribution to improving the comprehensive competitiveness of the enterprise and promoting the rapid development of the company.This thesis has positive implications for the selection and implementation of relationship marketing strategies for existing ship oil supply enterprises operating in the Chinese market,and also has an important reference role for the expansion of Japanese enterprises in the Chinese market.