Research on the Relationship between Corporate Relationship Marketing and Financial Performance: A Case Study of Bright Dairy

In the past decade, the operating performance of the old company Bright Dairy has achieved a great growth. However, the third-quarter financial report of bright dairy in 2018 showed a serious decline in its performance, which caught the attention of shareholders and the generation who grew up with drinking Bright milk. As marketing activities are of great significant to creating enterprise value, this paper focuses on relationship marketing by using the annual data from 2002 to 2017. This paper establishes a multiple regression model to explores the influence of relationship marketing on its financial performance in its past development process, and puts forward suggestions for its development based on the conclusions. The research shows that: employee relationship marketing and government relationship marketing have a significant positive impact on the financial performance of Bright Dairy, and employee relationship marketing is particularly important. Therefore, Bright Dairy needs to continue to pay attention to the important role of employees in creating enterprise performance, at the same time, the important role of government in relationship marketing should not be ignored.