Key words service industry ;relationship marketing ;marketing strategy ,relationship marketing concepts related to Chinese papers alliance finishing .Relationship marketing ( Relationship Marketing ) is the first by the Nordic notting school ( Nordic School ) is presented ,in the nineteen eighties later became popular, then known as the interactive marketing or relation .
American scholar Berry in 1983 first put forward the concept of relationship marketing ,relationship marketing is to attract, maintain that as well as the expansion of customer relationship .
Berry that take relationship marketing strategies of enterprises in the development of marketing project, not only to attract new customers ,but also consider to maintain and develop existing customers .
On relation marketing concept the most comprehensive is the Gronroos ,in 1996 he pointed out : relationship marketing is to find ,create ,maintain and enhance with customers and other stakeholders ,so that all involved parties aim to achieve .
Our country scholar Tian Xiangdong thinks that the nature of relationship marketing characteristics include :information two-way communicating strategy ,collaborative process of marketing activities ,mutual benefit and the timely feedback .
In addition ,a marketing professor Berry and Palasulaman put into a relationship marketing relationship marketing ,relationship marketing and three level two level three level of relationship marketing .
Among them, the level of relationship marketing is also called frequent marketing frequency marketing ,is the lowest level of relationship marketing .It maintain the customer relationship is the primary means of use price stimulation increases the target market customer financial interests .
Two levels of relationship marketing is increased in the target customer financial interests at the same time ,also increase their social interests .Three levels of relationship marketing is to increase and customer structure link ,at the same time additional financial and social benefits .
A structural link in marketing and customers and establish a stable ,convenient way of contact .Its purpose is to pay more attention to customer heart .According to the definition above can be found ,and transaction marketing relationship marketing compared ,Longchamp Online,pay more attention to how to raise the customer and other stakeholder satisfaction ,how to maintain the relationship between them, and how to cultivate their loyalty .
This paper argues that the relationship marketing refers to the enterprise through the marketing means to successfully deal with it and place the supply chain and other stakeholders, to maintain long-term competitive advantage of business purpose .
Two ,service relationship marketing strategies based on ( a ) a literature review of fierce market competition ,changes in customer demand ,product and service determines the characteristics of relationship marketing in service industry implementation has become the inevitable choice of managers .
At present, Chinese scholars in the field of service industry relationship marketing research status are as follows :the Northwestern University Li Rong marketing strategy research ,she uses the relationship marketing six market model defines the bank interest related market ,and for each interest relative binding commitment -- trust theory gives the relationship marketing strategy .
Finally, she was the construction of a commercial bank relationship marketing executive support system .Ma Wenhui through the CSC Shanghai company relationship marketing environment analysis ,put forward to its customers ,hollister paris,competitors ,logistics partners should take the strategy of relationship marketing .
First of all ,he from three different angles to the enterprise customer classification and management ,doudoune moncler,and combined with the customer relationship marketing theory and application by means of ,customer value ,customer satisfaction and transfer cost three respects ,put forward the long voyage Shanghai company customers to develop and maintain method ;subsequently, he rough analysis of maintain and develop competitors and logistics partner management method .
Yu Changguo believe that the customer relationship marketing is the core of relationship marketing .And that the hotel relationship marketing strategy is to provide customers with value-added services and special preferential treatment .
In addition ,he also emphasized the importance of relationship marketing strategy must be the implementation of hardware and software based support .Hardware foundation to establish a customer database ,software refers to the staff quality assurance .
Liu Zhiming ,Liu Yi is current banks generally existing problems from a relationship marketing perspective is suggested ,he thought the bank should through customer classification ,establishing customer database ,the real implementation of customer manager system and priority of internal marketing to improve the occupation rate of market .
Song Kuidong thought that the enterprise implementation of relationship marketing strategies include: the implementation of customer satisfaction strategy ,change the customer in the enterprise position in the heart ,with the establishment of the feedback functions of the management system ,and continuous technological innovation .
Tian Xiangdong used six market model ,from the enterprise value chain perspective on real estate development enterprise relationship marketing strategy research .And that successful relationship marketing must meet the following conditions :has the support of corporate culture ,good internal marketing ,understanding customer expectations ,improve customer database and rational organizational structure and incentive system .
( two) literature review and research trend of the content can see ,different scholars from many angles based on the different aspects of relationship marketing strategy of service industry are analyzed .
Overall,moncler jakke, most of which are six market model to analyze ,and that relationship marketing strategy of successful implementation requires that the enterprise has a perfect customer database ,and customer retention is the core of relationship marketing objective .
In addition ,service-oriented enterprises in the implementation of the relationship marketing preparatory work including :for customers and other stakeholders to classify and manage ,deal with internal marketing problems .
However ,at present our country service industry relationship marketing research is still in the development stage ,there are still many shortcomings ,such as the mostly based on enterprises and terminal customers ,few people on enterprises and service providers ,partners and other stakeholders in the direction of .
According to the concept of relationship marketing ,this aspect of the relationship between such as processing is not good ,the enterprise also cannot reach the final goal .Therefore, this article believes that the future of service relationship marketing strategy research trends should be preferred to how to use the means of marketing and enterprise upstream suppliers and partners to establish mutually beneficial relations ;on the other hand ,because the service of the untouchables, indivisible ,not quantifiable ,perishable characteristics ,researchers should consider quantitative research on relationship marketing ,through to reflect the nature of the services each dimension can be operational definition, so that the relationship marketing strategy to bring the profits of enterprises can image performance, in order to make the conclusion more persuasive .
Three ,service relationship marketing strategies ( a ) service relationship marketing strategy of combining the characteristics of service industry is different from manufacturing industry ,the manufacturing industry and service industry relationship marketing relationship marketing emphasis were compared ( as shown in Table 1 ) .
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