【正文】 Relationship manager to go through professional training, professional standards, the customer is responsible, whose role is to develop longterm customer relationship and annual marketing plan, develop munication strategies, regular reporting, the implementation of the pany to provide customers with the benefits that may occurin Relationship Marketing marketing in the interactive processSuccessful marketing to customers or users need good enough answer. Marketing in consumer transactions, the answer is a physical product. In relationship marketing, this answer is the relationship itself and its operation, including the manner and process of meet customer needs. Relations, including physical product or service output of the exchange or transfer, but also include a series of service elements, without these services, physical products, service output may be only of limited value or no value to the customer. Once established relationship will continue in the interactive process. Suppliers or service panies with their customers place different types of contacts, those contacts may be different, depending on the specific marketing situation. Some contact is between people, some customers and between machines or systems. In this case, the interaction depends on the nature of the exposure of specific objects. marketing in the process of dialogueRelationship marketing in marketing munications is characterized by a sometimes trying to create a twoway munication process is multidimensional. Not all of the activities are a direct twoway munication, but all munication efforts should lead to some form of relationship to maintain and promote the reaction, the dialogue process. Interactive munication process must support this value creation and transfer. The process includes a number of factors, such as sales activities, mass munication activities, direct munication and public relations. Mass munication, including traditional advertising, brochures, sales letters, etc. does not seek to direct response activities, including direct munication with special offerings, information and confirmation of personal interaction has occurred letters, ask the customer specific information. Here, the interaction from the past to seek some form of feedback, asked for more information on customer data and purely social response.3. The value of relationship marketing in the process Than transaction marketing to relationship marketing efforts to pay more. Therefore, relationship marketing should be created for customers and other parties than the mere occurrence of a single plot in the greater value of transactions. Customers must be aware and appreciate the ongoing relationship to create value. The relationship is a long process, so customer value in a longer period of time there, we call value of the process. Relationship marketing as customers to be successful and to be meaningful, there must be a dialogue and interaction with customers appreciate the value of the parallel process.Method of investigation is to distinguish between customer value offerings in the core value and relationship valueadded extra elements. Therefore, the relationship between customer perceived value of the category can be expressed as the following two formulas:Customer Perceived Value (CPV) = (core product plus additional services) / (price + relationship costs)Customer Perceived Value (CPV) = valueadded 177。of relationship marketingBased on customer relationship marketing, affiliates, three levels of government and the public, it requires panies conducting business activities, must deal with the relationship between these three.1. Establish, maintain and strengthen the good relationship with the customerCustomer is the survival and development. Enterprise left the customers, its marketing activities to bee a river without water, without trees. The essence of market petition, petition for customers, customer loyalty on the premise that customer satisfaction and customer satisfaction is a key condition to meet customer needs. To establish and maintain good with customer relations, first of all, we must truly establish the concept of consumercentric, and this concept throughout the entire process of production and operation. Product development should focus on the needs of consumers, product pricing should be consistent with the psychological expectations of consumers, and product sales should consider the purchase of consumer convenience and preference. Second, the real concern for the interests of consumers and increase consumer satisfaction, to provide customers with high valueadded products and services. The product brand, quality and service for customers to create the largest delivered value, so that they feel the value for money. Third, pay attention to emotional decisionmaking in the customer for the purchase of influence. The rapid development of technology to reduce the chances of munication between people, but people are eager to municate, the pursuit of hightech and high emotional balance. Enterprise customers to note that in the operation of such emotional factors, and attention.2. Cooperation with related enterprises, to develop the marketIn traditional marketing, enterprises and between enterprises is a petition, any pany If you want to win in the petition, you have to do anything. This approach is not conducive to social and economic development, but also easy to make both sides loselose petition. Relationship marketing theory: the possibility of cooperation between enterprises, sometimes through the cooperation of related enterprises will be more conducive to business expectations. First, the business cooperation is conducive to consolidating the existing market position. Today39。伯格，許旭. 關(guān)系營銷[M].西安：中國長安出版社，2008[4] [澳]約翰（5）公平、公正、公開的價(jià)值取向 ，應(yīng)成為企業(yè)人事環(huán)境的“主題”，才能取信于民；（6）建立合理的、有利于企業(yè)和個(gè)人共同發(fā)展、實(shí)現(xiàn)雙贏的激勵(lì)機(jī)制。（2）由專門人員負(fù)責(zé)與媒介保持接觸，并加強(qiáng)一定的合作，使雙方處于一種互惠的狀態(tài)。（2）企業(yè)組織的經(jīng)濟(jì)文化活動(dòng)，其起點(diǎn)是社區(qū)，然后再向外擴(kuò)張，以示對社區(qū)公眾的尊重，并獲得相應(yīng)的信息反