Integration of the Social Networking Media into Relationship Marketing Strategy : an investigation of sustainable cooperation between Newman and PetroChina

Abstract: Network communication technology has developed for decades. As a result, nowadays, marketers can communicate clients more effectively through the use of social network media to develop a powerful relationship marketing strategy. This dissertation compares relationship marketing strategy with existing marketing theories. Based on the comparison, the dissertation uses qualitative approaches to analyze the cooperation between Newman Co. (It is a social media service firm that helps companies with relationship marketing strategy.) and PetroChina, so as to propose a successful way to integrate the social network media into a relationship marketing strategy. Some materials are gathered from email interview with Mr. Zhao, the Manager of the Service Department from Newman Co. Moreover, the dissertation conducts a case study (It is based on interview with Mr. Peik Hua, the General Manager of Southwest Branch of PetroChina) about what benefit that PetroChina has got through using Newman's social media system (Remote video conferencing system). The purpose of this dissertation is, by analyzing those materials, to identify what social media can do for relationship marketing strategy, and how it works, so as to find out and highlight the benefits of social media networking. Meanwhile, this dissertation attempts to definite how SMEs form large clients relationship, such as Newman co., to approach large clients and gain their trust to incorporate social networking media into their relationship marketing strategy.