Research On Customer Relationship Marketing Of L Company Based On Trust-Commitment Theory

With the development of the industry and changes in product life cycles,many companies are experiencing increasingly fierce competition in the market,reduced cooperation with customers and loss of customers.Traditional product marketing is difficult to meet the needs of enterprises.Customer relationship marketing is particularly important,and it is imperative to provide long-term sustainable marketing model for To B enterprises.Company L listed in 2011,as a large LED manufacturer,system solution provider,and one of the top 100 manufacturing enterprises in Guangdong.But during these years,L company’s marketing performance has plummeted,the old customer cooperation order volume decreased,the amount of cooperation fell,resulting in L company once faced business crisis.L company’s performance in maintaining existing customers and developing business seems to be incompetent,the customer relationship marketing model is not standardized,the sales manager has become the main customer counterpart,customer cooperation is based on the personal ability and quality of sales staff.This paper mainly adopts literature research method,through relevant foreign within the literature research,summarized the viewpoint and reviewed the domestic and foreign literature.This paper mainly based on a widely used relationship marketing theory,called trust-commitment theory,was found to be developed throughout the study.The phenomenon of marketing problems related to Company L was collected,and the significance and the need to resolve problems were clarified through internal data and external public information summarized and collated.The questionnaire method was used to construct a questionnaire framework by first drawing on proven models and scales suitable for this study,inviting customers to participate in filling out the questionnaire,using real feedback data to analyze the factors that specifically affect repeat purchases and long-term cooperation,and summarizing and analyzing the causes of the problems.An internal diagnosis of the company was conducted through five major influencing factors:customer centrism,technical competence,corporate reputation,customer values,and customer termination costs.And accordingly,the real company background and limited capability were considered,and combined the data analysis results of the questionnaire for a more practical and effective relationship marketing solutions according to clear and implementable principles.Finally,A scientific system was established for L to promote customer relationship marketing program through three aspects.Guided by the direction of national policy,the LED display industry of Company L has deep potential to find,and the research in this paper is not only a concern in the general environment,but also suited for the new economic market.In addition,the research in this paper is also a further expansion of the theory of trust-commitment.The target of this paper is to help company L to change the effectiveness of customer relationship marketing,so as to promote customers’ continuous repurchase,reach long-term cooperation,and build customer competitiveness for company L.It is also expected to offer reference for many ToB industries and traditional enterprises,even related research in China.