Studies On The Application Of Relationship Marketing In Service Industry And Its Modeling In China

Since the implementation of reform and opening up policy, service industry in China has made great progress. But compared with developed countries, it has lagged behind. One of the reasons is the shortage of advanced thoughts and theories of service industry enterprises' management. Relationship Marketing theory (RM) is the key theory to guide modern enterprises competition. It is proved that RM theory could improve the competitive ability for service industry enterprises. As a result, RM application is a good way to develop service industry in China.This paper, taking the core of the RM application in service industry, develops into four chapters. The first chapter analyzes the current situation of service industry and the importance of RM application, and gives the definition of service industry. The second chapter deals with the history and development of western RM theory, analyzes and summarizes three models of RM: the Integration model of RM, the Key Mediating Variable model of RM and the Process model of RM .The third chapter discusses the introduction of RM theory to Chinese service industry at the beginning, then present state of RM application in China and gives the result that the RM theory has been widely accepted by the service industry in China and taken effects in some service industry fields. At the final part of this chapter, this paper shows the defects on the application of RM theory and the most important one is lacking of RM models that fit for Chinese service industry market. The last chapter, based on the former parts, puts forward the RM models fit for Chinese Service industry market: the Great Honesty RM models based on resources. This model is composed of three parts: Outer environments transforms to internal resources of service enterprises, Great honesty RM model and the indicators of service relationship effects. Compared with other RM models, the Great Honesty RM models based on resources owns an outstanding "Chinese way" feature and is more comprehensive and systematic.