A Study on Relationship Marketing Tactics of Electric Power Automation Equipment Industry
|School||East China University of Science and Technology|
|Keywords||Electric Power Automation Equipment Relationship Marketing ServiceMarketing Relationship Marketing Model Relationship Marketing Tactics|
Since21Century, with the fast development of national economy, the contradiction between China electric power supply and demand imbalance has become increasingly prominent. Therefore, China increased the power construction and transformation of investment, which led to the development of power automation equipment industry, has attracted many enterprises involved in the industry, has resulted in significant changes in the pattern of competition in the industry. Facing the complex competition and strong customer, the most enterprises of electric power automation equipment industry is facing a decline in market share and profit. Currently, the competition of electric power automation equipment industry has been extended from the traditional product competition to the competition of service and relationship, to obtain competitive advantage the enterprises must establish relationship marketing strategy adapt the changes in the market.This paper base on the theory of relationship marketing, and refer to the service marketing theory. Combined with the example of DFE Company, we study the relationship marketing strategy problems about electric power automation equipment industry. Firstly, through in-depth analysis the marketing environment of electric power automation equipment enterprises, this paper points out the necessity to implement relationship marketing. Secondly, this paper analyzes the marketing problems of DFE Company from the angle of relationship and services, and points out the lack of relationship and services is the key cause of the current marketing problems, and puts forward the necessity of the implementation of relationship marketing about DFE Company. Finally, combining with the relationship marketing and service marketing, this paper constructs a model of relationship marketing of DFE Company from the angle of service, and puts forward the marketing tactics and implementation guarantee.The main conclusions are as follows:the electric power automation equipment enterprises must establish market orientation and the comprehensive service consciousness, and set up the relationship marketing system. Through the improvement of internal relations, the enterprises can improve the quality of customer service and the satisfaction of customer. Through the implementation of relationship marketing tactics, the enterprises can establish long-term cooperative partnership with customers, and obtaining long-term interests. Therefore, the implementation of relationship marketing strategy in electric power automation equipment industry is of practical significance.