Study On The Relationship Marketing Strategy Of SPM Company

With the in-depth development of a new round of industrial changes in the world today,the global precious metal new material industry is developing rapidly and expanding in scale.The State and Yunnan Province strongly support the development of the rare precious metal industry in the medium and long-term development plans for advanced manufacturing,strategic emerging industries and new materials,which has brought a series of new opportunities to SPM.At the same time,as its main competitors-the four established international precious metal companies-are currently in a monopoly position in terms of high-end products and key technologies,core equipment and markets in the field of new precious metal materials,holding approximately 80% of the global and 70% of China’s market share,they also make the company face great challenges.In the fierce market competition,how to continuously improve their competitive ability and obtain sustainable development has become an urgent problem for SPM.Relationship marketing is a very important and proven strategic idea that can play a guiding help in the competition of modern enterprises.Using literature,data analysis and interviews,this paper uses the 4R theory to objectively analyse SPM’s relationship marketing strategy in four dimensions: association,response,relationship and reward,and to find the current problems of its relationship marketing.It is suggested that in the future development path,the company should,firstly,focus on the core needs of customers,open up online communication channels,and make full use of new media marketing such as We Chat to actively cooperate and communicate with customers,and provide a platform for communication between customers and customers,and between customers and the company,so as to strengthen customer relevance;secondly,it should establish a customer-centred marketing concept,further optimise information channels,take the initiative to benchmark against international The third is to strengthen the maintenance of relationships by strengthening internal marketing,establishing a customer information management system and refining customer relationship management to comprehensively upgrade the relationship with existing customers,explore potential customers and further develop the market;the fourth is to improve customer satisfaction by implementing cost reduction and efficiency,using modern marketing tools to enhance customer satisfaction,further strengthen online and offline collaboration with customers and enhance customer experience in order to improve the efficiency of product development,production and customer maintenance,reduce costs in all aspects and achieve win-win cooperation between the enterprise and the customer,creating greater scope for both parties to benefit.It is hoped that the research in this thesis can contribute to helping SPM companies gain more customer resources,further enhance their competitiveness and increase their market share.At the same time,it can provide some reference and reference for similar enterprises in China to solve their market problems.