The Theoretical And Empirical Research Of Customer Relationship Laminational Based On The Relationship Value

As the marketing model of creating the value of relationship, the relational marketing theory has received the academic circle and the business community universal attention in recent years (relational marketing has been the future marketing study), more and more scholars put in the massive energy to related the marketing fundamental research, more and more enterprises diligently through customer's circulation purchase, the exchange purchase and the value purchase achieved the safeguard supply, the satisfied demand and the creation value marketing goal.The entire world financial crisis's eruption and the global economic integration's market development tendency has practiced the platform for the relational marketing's development, the level of customer's relationship research in this article is raises under these theories and the practice background.Based on the above question as well as the practice need, this article to related the marketing core--customer to relate the level the forming process and the relational marketing theoretical model has carried on the system research analysis, and proposed according to the findings the customer related the level mutual benefit to finalize to relate the value the promotion function, and through investigated and studied on the spot and the structural equation carries on the confirmation to the findings, the research conclusion has to related the marketing theory the consummation and the instruction enterprise practice has certain guiding sense. Compares with the existing research, this article innovative work mainly manifests in the following several aspects:(1) we proposed the thought of customer relationship level. Combined with development of the theory of marketing (product marketing and relationship marketing), the creation of value (product value and relationship value) and the exchange of marketing (the relationship between the exchange and the exchange of products), respectively, from product differentiation, the level of customer relations and mutually beneficial relationship between the decision-making values such as customer relationship point of view the level of thinking. The level of customer relations theory, improve the relationship marketing framework, filled in the past, marketing research on the relationship between the gap, from the system point of view of relationship marketing framework, embodied in the core of the relationship between the level of customer relationship marketing.(2) We constructed six big relational situation analysis systems. Take SWOT as the foundation, relates the level from the customer the production, to form, the adjustment, the safeguard separately, to discriminate and innovates six aspects to propose the relational motive psychology (IPMRER), the relational interaction behavior, the relational microscopic environment, relational situation analyses and so on side information, core competitiveness and new relational establishment. The relational situation analysis system's establishment, realized for the later word relational situation weight and the relational situation has provided the basis, promoted the relational value creation together. Analysis of the impact of the situation in the relationship between the level of the theory of customer relationship based on the analysis of the relationship between the six cases the impact of the constituent elements of the empirical level of customer relationship model, to verify the relationship between case-level analysis of the impact of customer relationship role.(3) Proposed the relational situation measurable--agrees with and the weight object--multiple mutual benefit attributes. Discernment "agreeing with" and "degree of satisfaction" the difference, the introduction "the conjunction" this interactive psychology's concept, the innovation proposed that the conjunction is relates the value the measurable, is also the customer relates the level the basis. And relates the multiple mutually beneficial attributes as the customer the level the object, simultaneously the agreeing with achievement determination decisive mutual benefit's standard, is clear about the relational value which can create.(4) To build a relationship where the system framework, including customer-level opportunity for mutually beneficial relations between the level of stereotyping analysis (customer relationship level decision-making scholars have conducted research).From differences in product marketing analysis STPC, the CTSB is the level of mutually beneficial customer relationship stereotypes analytical tools, that is, mutually beneficial relationship between the level of classification (C)-> mutually beneficial relationship between the level of market choice classification (T)-> mutually beneficial relationship between the level of stereotyping (P)-> the relationship between the level of balance (B). Separately from the angle of the relational level analysis of customer and the customer's relationship level analysis, relationship value of the theoretical model, based on empirical analysis using structural equation analysis and case-level customer relations customer relations customer relationship level of analysis of the formation level of fit (rather than satisfaction) on the relationship value of the mechanism, and customer relations and mutually beneficial relationship between the level of customer impact, according to interviews with small sample tests to further improve the questionnaire, the use of SPSS software for empirical analysis to further verify the impact of customer relationship and mutually beneficial relationship between the value of a clear relationship between the level of customer relationship marketing in the role, and fit intermediary role. The relationship between the direction of departure from the business side to identify the level of customer relations and create an important relationship between the value of the theoretical guidance provided.