关键词：关系营销；客户关系；营销策略
Abstract
Relationship Marketing as a marketing management is an important branch, in the modern economy and society to get more and more widely used, especially in the relationship and made it the chain's concept of the operation of enterprises of great significance, provided through the establishment of long-term mutually beneficial relationship between the two sides of the business has great practical value. H company as a veteran of Yintiezhiguan production enterprises, the rapid development in the industry, rapid technological progress, serious excess capacity today into a continuous loss position, the company is profitable, the implementation of a series of strategies, relationship marketing as one of the are imported used as part of the internal construction, handle customer relations, public relations and other aspects of treatment. This article based on the basic theory of relationship marketing, relationship marketing briefly introduced the production process, the background and theoretical sources, the basic concepts and relationship marketing theory, based on the sorted out in this basic application of relationship marketing model and operating principles. By analyzing the H company in which the status and development trend of the industry and the corporate business strategy, combined with difficulties faced by enterprises, analysis of the H company carries out the necessity of relationship marketing and the application status. According to marketing theory and the H's reality, through adaptability analysis, relationship identification, database creation, the overall program to track feedback system to establish and review of how the company's overall application of relationship marketing. The application by the company reveals the basic application of relationship marketing process and the elements.
Keywords: Relationship； Marketing Relationship；Marketing Strategy
