analysis of railway materials enterprise database marketing strategy（铁路物资企业数据库营销策略的分析）.docVIP

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analysis of railway materials enterprise database marketing strategy（铁路物资企业数据库营销策略的分析）.doc

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analysis of railway materials enterprise database marketing strategy（铁路物资企业数据库营销策略的分析）

Analysis of Railway Materials enterprise database marketing strategy Abstract: This paper describes the concept of database marketing, the role of the railway materials database marketing companies to carry out the necessity and implementation steps, analysis of the implementation of the common problems. Keywords: railway materials database marketing implementation Railway Materials companies traditionally thought that the railway manufacturing, construction, supply all kinds of special materials, parts, diesel fuel as the main services, to ‘security for’ the core of recent years, with constant depth reform of the railway, railway goods market is gradually open society, tens of thousands of large and small private supplies business community swarmed into the path of market competition for share of fierce competition forced the railway companies had to seriously reflect on the material, looking for new marketing ideas. implementation of database marketing strategy for the rail road materials inside and outside the enterprise to maintain and expand market share is important. 1 What is database marketing The so-called database marketing, is the use of an enterprise or department formed in the course of their business in a variety of database processing through its marketing strategies to get the information they need, and on this basis to develop appropriate marketing strategies. Database Marketing based on the following basic marketing theory: each customer is different; marketing objective is to better meet customer demand; 80% of the profits from 20% of customers; to keep old customers cost far less than developing a new the customer’s cost. Database marketing has the following basic role: ① understand more fully the needs of customers; ② provide customers with better service. Customer information in the database is personalized marketing and customer relationship management an important basis; ③ value to customers for evaluation. By dis