摘要：随着经济的迅猛发展，各行各业的市场竞争越演越烈，传统的营销方式已经越来越不适应新的市场形势，关系营销应运而生，且逐渐发展成为一种趋势，并以其完善而丰富的营销理念被越来越多的企业关注及运用。大型连锁超市作为零售行业的一种新兴业态，近年来迅速崛起，迅猛发展。除了其自身所具备的商品齐全、质量保障、便利实惠等优势外，还在于它完善的关系营销体系。本文运用关系营销理论，结合实际，对大润发超市常州店的关系营销策略进行研究，在研究过程中，深入地分析了国内大型连锁超市所处的环境及其发展现状和问题，通过对大润发超市的顾客关系管理、与供应商伙伴关系、员工满意度的实现等方面的研究，阐述大润发超市的关系营销策略，总结出它在关系营销运用中存在的问题，针对其存在的问题，提出改进的措施。希望通过对大润发关系营销策略的研究，对国内大型连锁超市的关系营销策略带来一些启示。
关键词：大型连锁超市；关系营销；大润发超市
Abstract：In the 21st century, with the rapid development of economy, market competition of all walks of life turned fiercely. The traditional marketing way already was not suited to the new market conditions increasingly. Relationship marketing arises at the historic moment, and gradually developed into a tendency of economy development. More and more enterprises paid attention to relationship marketing because of its perfect and rich marketing idea. Large supermarket chain is a new format of retail industry. Thanks to the advantages of its own completive goods, quality guarantee, convenient affordable, in addition to its perfect relationship marketing system, large supermarket chain rise and develop rapidly in recent years. This essay take a research in relationship marketing strategy of RT-mart (Changzhou) based on the theory of relationship marketing and practice. In the course of the study, I deeply analyze the environment of the domestic large supermarket chains, its development situation and problems. Through the research in customer relationship management, supplier partnership, the realization of the employee satisfaction in RT-mart, this essay expounds relationship marketing strategy of RT-mart. It summarized the existing problems in the use of relationship marketing. At the same time, it put forward the improvement measures for the existing problems. I Hope the research in relationship marketing strategies of RT-mart can bring some inspiration to the use of relationship marketing strategies in domestic large supermarket chain.
Key words: Large supermarket chain; Relationship marketing; RT-mart
