Relationship Marketing Influenced By Confucianism

Relationship marketing had played an important role in the operation of so many firms since it came into being. Because of the influence of culture background, intercultural implement tactic of relationship marketing must be diversely.The author will adopt the way of literature searching to analyze, compare and summarize the immanent relation between relationship marketing and Confucianism, the influence to relationship marketing from Confucianism in east-south Asia market. And the author will bring forward his advices.The thesis begins with the summarization of changes in people's idea and business culture, the origin of relationship marketing and its application in China under the background of reform in China from 1978. It causes the thinking of how Confucianism impacts relationship marketing in modern market economy of these countries. Secondly, the provenance, signification of relationship marketing, the six-market, connotation and the 3-level relationship marketing are discussed in detailed. In the third chapter, the research of provenance and development of Confucianism is resumptively summarized, including "Guanxi", Confucianism ethic and economic concepts of Confucianism. In the fourth chapter, the author analyzes and expounds the influence from Confucianism by placing relationship marketing in background of Confucianism. And also, the author analyzes how "Mianzi" and "Renqing" impact the relationship marketing theoretic. At last, the author will give the relationship-marketing tactic in detail, including how to manage intern market, society obligation, personal talent and keep good relationship with government and public media.