基于4R理论的大客户满意度提升策略探析——以国内润滑油企业与汽车制造企业为例

Analysis of Key Account Satisfaction Promotion Strategy based on 4R Theory——Taking Domestic Lubricating Oil Enterprises and Automobile Manufacturing Enterprises as Examples

立足4R营销理论,以关系营销为核心,从关联(Relevancy/Relevance)、反应(Reaction)、关系(Relationship/Relation)、回报(Reward/Retribution)四个方面,从汽车制造企业的角度来分析润滑油企业能带来的益处,真正了解汽车制造企业的需要,不仅积极地满足车企大客户的需求,而且还主动为其创造需求,提出提升车企大客户满意度的建议和措施,从而提高车企大客户对润滑油企业的依赖程度,使润滑油企业在激烈的行业竞争中生存和发展。

Based on 4 R marketing theory,with relationship marketing as the core,this article aims to propose and analyze strategies for lubricating oil companies to improve from four aspects:Relevancy/Relevance,Reaction,Relationship/Relation and Reward/Retribution.Also,from the perspective of automobile manufacturing enterprise which lobe oil companies serve,the author believe that it is valuable to really understand the need of automobile manufacturing enterprises’need,not only actively cater to their demand,but also take the initiatives to create demand for them.What’s more,lube oil companies can put forward suggestions and measures for car companies to promote key account satisfaction,and thus improve their degree of trust and dependence on oil companies.By adjusting to the market and taking on the actions,lubricating oil enterprises can live and thrive in the fierce competition.