Research On Relationship Marketing Strategy Of Environment-friendly Recycled Plastic Products Of UR Company

With the rapid development of the world economy,the problems of resource shortage and environmental pollution have become increasingly prominent,and the circular economy is being valued and respected by more and more countries.Environmental protection and recycled plastic products are an important resource in the circular economy,is the waste plastic after recycling,separation,reprocessing of the direct finished products.Governments and organizations have issued a series of policies and regulations to promote the recycling of waste plastics,providing unprecedented development opportunities for the upstream and downstream enterprises in the environmental protection and renewable plastics industry.With the improvement of relevant encouraging policies,the number of domestic environmental friendly recycled plastic enterprises is increasing,and foreign petrochemical companies are also accelerating the launch of environmental friendly recycled plastic products,resulting in increasingly fierce competition in the industry,and the survival and development of enterprises are facing severe challenges.In this context,how to use the relationship marketing theory,enhance the marketing ability of enterprises,and improve the operating efficiency of enterprises is an urgent problem for enterprises.Guided by the relevant theories of relationship marketing,this paper takes UR Company’s relationship marketing of environmental protection recycled plastic products as the research object,sorts out the general situation of UR Company and the development status of relationship marketing,analyzes the shortcomings of UR Company’s relationship marketing strategy and its causes,and puts forward the corresponding relationship marketing improvement strategies.The research shows that UR company has a good performance in customer relationship marketing and a high degree of customer space,but there is a gap between the company’s brand influence,product category,technical support and customer expectations.The quality and effect of internal relationship marketing are poor,and there are many problems,such as low staff salary,unreasonable salary structure,unscientific promotion system,insufficient promotion space,poor office environment,insufficient staff care,unclear assessment system,etc.In the aspect of competitor relationship marketing,the cooperative competition relationship is ignored,and the leadership is not willing to cooperate with competitors.There are many deficiencies in distributor relationship marketing,such as insufficient brand awareness,less product categories,poor quality stability,insufficient preferential policies,etc.In terms of supplier relationship marketing,there are problems such as lack of in-depth communication and tacit cooperation,which reduce the willingness of suppliers to cooperate;In terms of influencer relationship marketing,the company has a general relationship with influencers such as customs department and environmental safety Bureau,and the influencers tend to give negative feedback to the company.Based on the above research results,this paper puts forward the relationship marketing improvement strategy,so as to promote the stable partnership between enterprises and six relationship markets,improve the relationship marketing management level and comprehensive competitiveness,get rid of the marketing dilemma,achieve benign development,and provide reference for other enterprises in the industry.