Since 1990s, with the paces of global economic integration and information and technology globalization further accelerates, the whole world has been preliminarily formed a big network connected by economy, information, technology and and even politics. Business competition, as the motive force of the development of market economy and a subsystem of large economic system, has been gradually growing away from onefold market competitive relationship and integrating rapidly into the cooperative and competitive network of mutual interdependence and complementary advantages, striving to seek strategic platform of mutual benefits between two parties or multiparty and growth. Relationship marketing, as the product of the era of new marketing, has shown powerful effects and advantages in the strategic development of modern enterprise. How to organize and exploit the relationship of marketing platform concept well to make the enterprises standing in the invincible position and embrace long-term and sustainable development is one of the topics our enterprise must think about.
1. The essence of market competition of establishing, maintaining and reinforcing good relationships with clients is contending for customers without who the enterprise would lose the survival and the development foundation. Building good relationships with clients is therefore one of the key factors for the enterprises implementing relationship marketing strategies. First of all, the enterprises must truly establish a consumer-centric concept making which going through the whole process of production and operation of the enterprise. Secondly, the enterprise should attaches importance to the influence and impact of customer emotion, pursuing high standard balance of communication between the people and enterprise products. Besides organization and implementation well of the above points, the enterprise, based on handling well the fundamental and passive relationship with clients, also have to actively advocate responsible, active and partner type relationship, which is the only way not only meeting customers' needs but also winning credibility with the aim of the achievement of corporate considerable development.
2. Deal with the relationship of "Customers are the gods" and "Customers are friend" triumphantly. Marketing concept transformation from "Customers are the gods" to "Customers are friend" is an inevitable and important part of organization and implementation of relationship marketing. The marketing concept "Customers are the gods" has been embraced by many firms all the time, but people's consumption ideas, under the influence of economic, social, cultural, environmental and other factors as well as the deficit of consumption consciousness and knowledge and other reasons, have certain negative effect on product consumption. The enterprises will win customers' return of loyalty only by treating clients as sincere and trustworthy friends, truly establishing interactive consumer relationship of fairness, good faith and mutual recognition and serving friends wholeheartedly.
Relationship marketing proposes that the relationship between the enterprise and various stakeholders is cooperative in the competitive conditions. "Cooperation" becomes the highest form in the "Relationship" of relationship marketing whose basic requirement is to establish and maintain good relationships with clients in order to promote corporate collaboration and develop the market opportunities jointly. Nevertheless, the most various reason for causing relationship market is that there are complementary interests between the relationship of the two parties. If the two sides have not agreed on the areas of interests and do not realize and satisfy the interests of the both sides, the basis of building good relations can not move forward primarily.
The genuine relationship marketing is to attain the state of mutual benefits of relationship of the parties and hence the heart of relationship coordination lies in understanding the interest demands of the two parties, seeking common interests of the two parties and eventually enabling common interests to be realized. The cooperation of both sides cannot long exist without common interests. Relationship marketing does not repudiate competition but regards cooperation as the fundamental point of the entire marketing campaign. From the perspective of relationship marketing, competition does not necessarily mean to be cut-throat, nor does it mean to be internecine, but represents awakening and promotive interdependence resulting in the development of all parties involved in the whole transaction.
Win-win idea advocated by relationship marketing is the fundamental concept of sustainable development of enterprises. In the era of current world with increasingly closer economy, the enterprises have to change the traditional view of ripping completely the concepts of "Ego" and "Environment" by means of implementing relationship marketing to establish the awareness of "Co-existence and Co-prosperity" so as to form a harmonious enterprise ecology.
With the development of economy and society, the deepening involvement of scientific technologies in business activities and increasingly intense market competition，it gradually dawn on people that it is be difficult to achieve expected goals of the enterprises through applying traditional marketing theories, as 4P mode only focuses on four aspects of the marketing mix which could not be mirrored by every parties at corporate events intrinsic and extensive content in business marketing which could not demonstrate the relationship between the parties in corporate activities and the inherently extensive content in business marketing. Beginning from the l990's, Relationship Marketing, a new kind of marketing idea, has drawn increasing attention of marketers.
The theory of relationship marketing indicates that dealing with relationships between the enterprises and those organizations and individuals during the interaction period between the enterprise and its customers, distributors, suppliers, public institutions and individuals correctly is the core of enterprise marketing and the key to an enterprise's success or failure. The enterprises should use relationship marketing principles of initiative communication, mutual benefit and commitment to trust and apply genetic relationships, geographical relationships, industry margin relationships, culture and habits relationships and accidental relationships, etc. to establish、maintain and strengthen relationships with its clients, distributors and other organizations, enabling all parties concerned to achieve their own intention by exchanging mutual benefits and fulfilling their promises jointly.
Some scholars, consequently, proposed that relationship marketing, taking system theory as the guiding ideology, is a theoretical thought evaluating marketing activities of the enterprises exposed to the social-economic environment, which puts forward that enterprise marketing is a process of interaction among consumers, competitors, suppliers, distributors, government, media, community and other stakeholders and also a process for the enterprises recognizing maintaining and consolidating the relationships with the public. Dealing with the relation between the enterprises and those organizations and individuals correctly is the core of enterprise marketing and the key to enterprise's success and failure. Relationship marketing, taking the establishment and development of the relationships with the concerned individuals and organizations as a critical variable of enterprise marketing, is regard as “a revolution to the traditional marketing theory” in the West, which grasps the characteristics of modern market competition.