关键词: 大客户, 满意度, 提升策略, 润滑油, 汽车制造

Abstract: Based on 4R 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.

Key words: Key account, Satisfaction, Promotion strategy, Lubricating oil, Automobile manufacturing