基于关系营销的本土零售企业顾客忠诚度培育

自2004年12月11日起，国内放开对外资零售业在地域、股权比例、数量和经营方式等方面的限制。随着国内零售业的逐步开放，行业内出现了一些新的变化和特点：国内巨型零售企业的相继涌现；外资零售企业纷纷涌入，抢占市场先机；行业内业态多元化趋势进一步加强。但是与国际商业巨头相比，本土零售企业普遍顾客忠诚度不高，顾客流失严重。因此，本土零售企业应着力培育顾客忠诚度，以提升本土零售企业的竞争力。

CUSTOMER LOYALTY CULTIVATION OF RETAILS ENTERPRISE BASED ON THE RELATIONAL MARKETING IN CHINA

From December 11,2004,our country starts to let loose to the limit on foreign capital retail trade in aspect and so on region,stockholder's rights proportion,quantity and management way,then foreign retail merchant can establishment sole-source investment enterprise in China.Facing retail trade gradually opening,the domestic retail trade appeared the new changes and characteristic:Domestic giant retail sales enterprise is rising;The foreign capital retail sales enterprise inrushes in abundance,and seizes the market to take the initiat;industry condition presents the multiplication.Compares says,the customer loyalty of current domestic retail sales enterprise is not high,the customer drains seriously,and causes its competitive power not to be strong.This article take the theory of relationship marketing as a foundation,and conducts the analysis and research to the cultivation of Chinese retail sales enterprises customer loyalty,Thus provide the new mentality to promotes the competitive power of our countrys retail enterprise.