| With the firm implementation of the national "double cycle" strategy and the rapid integration of the domestic market with the international market,the TIC(Testing,inspection and certification)industry will continue to provide technical supports for the construction of quality infrastructure in China.At the same time,as a high-tech service industry in the domestic market,TIC has also ushered in an unprecedented boom.The continuous development of China’s TIC industry scale and the rapid rise of China’s testing and inspection brands have brought about the optimization of market structure,and it has undoubtedly brought huge market growth opportunities for the established foreign-funded TIC company,but it also has created severe pressure from industry competition for them.TR Company as a German-funded TIC company,it has been in the Chinese market for more than 30 years,while TR Company has no reputation in the domestic market,and its domestic market share is far less than that of several major foreign competitors.In the past five years,although TR’s domestic product certification service has reached a growth,it still presents a lot of problems to be solved.This paper takes TR’s domestic product certification service as the research object,and adopts the relationship marketing theory to carry out research.The study refers to the relationship marketing process model proposed by Veronika et al.,and analyzes the current situation and problems of the relationship marketing of TR’s domestic product certification services from three aspects: internal,external and customer evaluation.From the perspective of the process of customer relationship establishment,development and improvement,the corresponding relationship marketing optimization strategy is proposed.In the customer relationship establishment stage,the current situation and problems of Salesforce system implementation within TR are studied and analyzed through interviews,and corresponding optimization strategies are formulated from the four dimensions of strategy,process,technology and personnel.In the stage of customer relationship development,the current situation and problems of online customer relationship development of TR Company’s various social media platforms are analyzed,and TR’s social media classification chart is referred to by Wang Desheng and others,and the social media of TR Company is classified,and the customer interaction marketing strategy using different types of social media is proposed.In the customer relationship improvement stage,customers are invited to give an overall experience evaluation of TR’s domestic product certification services through the interview method,and the research hypothesis is established based on the customer evaluation with reference to the relationship marketing factors affecting customer experience research model proposed by Shaked et al.,and then the quantitative research is carried out through the questionnaire survey method,and the questionnaire data is analyzed through the SPSS 25.0 system and the hypothesis conclusions are verified.The key variables that positively influence the customer experience in relationship marketing,namely special treatment benefits and communication,are derived from the results of data analysis,and their ability to further influence customer behavior,i.e.,customer loyalty and word-of-mouth referrals by influencing customer attitudes i.e.,trust and commitment.Finally,based on the research conclusions,a corresponding customer experience optimization strategy was developed to enhance and maintain customer relationships.This study also formulates corresponding countermeasures for the implementation and guarantee of optimization strategies in various processes of relationship marketing,and sets up a three-year domestic product certification optimization project and implementation team to ensure the smooth development of relationship marketing optimization strategies. |
