Relationship Marketing Theory and Its Applications.doc

 PAGE \* MERGEFORMAT 12 Relationship Marketing Theory and Its Applications Traditional marketing theory holds that corporate marketing in essence is the enterprise using internal and controllable factors, uncontrollable factors external to make a positive dynamic response, thus contributing to sales process. The so-called internal controllable factors primarily refers to the product, price, distribution and promotion decision-making (referred to as the marketing mix). The core business of marketing activities is to develop and implement an effective marketing mix strategy. As long as the marketing mix strategy used properly, there is a fundamental guarantee for product sales. However, with the development of socio-economic conditions, particularly in the increasingly fierce market competition and marketing mix strategy of widespread use, people have gradually found that the marketing mix is no longer the solution to all problems of marketing a panacea, and many carefully planned marketing mix plans into implementation difficulties, it is difficult to achieve the desired goal. As a result, into the eighties, the Western business and academic vision of the development of a group of people who rather boldly broken through the traditional marketing framework of the shackles, and actively seek and create competition among enterprises to adapt to the requirements of contemporary marketing theory and methods, a number of quite insightful and innovative marketing theory came into being, relationship marketing has been exemplary. Enterprises are the socio-economic system, a subsystem, corporate marketing goals are subject to a number of external factors. Relationship marketing, to systems theory as the basic guiding ideology of enterprise exposure to examine the socio-economic environment in the marketing activities of enterprises that is regarded as a corporate marketing and consumers, competitors, suppliers, distributors, government agencies and social organization