Thesis (M.S.)--West Virginia University, 2002. / Title from document title page. Document formatted into pages; contains iv, 41 p. Includes abstract. Includes bibliographical references (p. 37-38).

The characteristic of wildlife trading industry is taking the living animal as its product. Therefore, the wildlife trading process must abide by the internationals and local government laws to fit the trend of global natural convention. In addition, because of the complicated wildlife trading process, including the application of CITES permit, the import and export permits, air transportation, quarantine and customs, wildlife trading industry needs to have long-term partnership, suppliers, dealers, and brokers to make the trading process proceed smoothly and lower the trading cost. By the development of the legal wildlife trade, the animal welfare and ecological balance can be improved. In addition, ¡§Relationship Marketing¡¨ has been one of the most popular marketing tendencies since the early 90s. As times are changed, however, the non-interaction's marketing pattern has gradually declined, and so has the ¡§Relationship Marketing¡¨. Customer service has been emphasized to understand the customers¡¦ demand to develop and maintain long-lasting relationships with customers, and consequently better marketing patterns for business have developed. In the meantime, with the development of information technology, the relationship marketing has provided more opportunities on the internet. This research will analyze the case of ¡¨ Wildlife Asia¡¨. A domestic established international wildlife trading company, whose goal is to try to understand what its relationship marketing strategy is, and discover how it can compete successfully in the global wildlife trading market, and how it can use related strategies to carry on customer relationship management, including: Relationship Marketing strategies, Customer Relationship Management, and Internet Relationship Marketing. This research discovered: 1. This case use relationship marketing strategy to do wildlife trading business, 2. Wildlife trading industry is suitable for relationship marketing strategy. Consequently there are suggestions for this case: 1.There will be more advantage for this case to use relationship marketing strategy continuously, 2. The case can improve its CRM strategy to develop in this industry, 3. The case can use Internet relationship marketing to increase its marketing strategy.