An Interaction Research On The Channel Subject Based On The Relationship Marketing

Since Berry put forward the concept of relationship marketing for the first time in 1980s, it has been the centre topics of a lot of companies. It is the service trade that focuses most on the theory of relationship marketing, and it has already been implemented for many years in some leading industrial companies in fact, and the industrial market began to discuss this topic at first. But the theoretical research of relationship marketing has often ignored the concern about B2B market. So the article major in researching vertical channel relationship of B2B under relationship marketing. Furthermore, with the development of relationship marketing theory, the theory and practice have proposed new challenge to it. Relationship marketing is queried because of little maneuverability, the same to the research of channel relationship. To the question, the author carries on the retrospect of the theory to relationship marketing and thinks thoroughly, thinks that relationship marketing possesses the characteristics of the interaction from bilateral angle of the relation; this has certain enlightenment and guidance function to maneuverability of relationship marketing and offers the basis for management of the channel relation at the same time. This article divides four parts and studies the channel subject interaction under relationship marketing. 1,Generation and meaning of relationship marketing. Looking back relationship marketing from the theory and practice, we excavate the concept basing on Bilateralism of relationship. Interaction is the main character of relationship marketing. Basing on basic element of relation form and quality element of relation development , we analysis the interaction character of relationship and establish the interaction model of relationship marketing analyzing the relation foundation of marketing interaction, medium of relationship marketing interaction and realization condition and explaining the process of relationship marketing. This process is dynamic and persistive. The interaction of relationship marketing and establishing of interaction model provide the basis of relationship marketing maneuverability and can be used in the theory of channel relation management. 2,The meaning and theory of channel relationship based on relationship marketing. The channel relation is a relation between organizations, and happens among different corporations. The article studies mostly on the relation between manufacturers and middlemen. Channel relation changed from traditional trade channel relation to relational channel relation in the relationship marketing thinking. During analyzing trade channel relation and relational channel relation, we found scholar didn't provide idiographic maneuverability direction, and didn't investigate how to constitute relation inspiring middleman relation retention motivation and insuring middleman loyalty effectively, they look on channel relation from the point of view of single-benefit, though they investigated channel relation behavior and relation theory deeply. Aiming at these questions, we analysis economy, behavior, organize interior and environment variable and excavate the cause and motivation of channel relation foundation basing on former theory research. 3,The proposition of the interaction model of the subject. We put marketing interaction variable organization into affecting channel relation factors and establish relation subjects interaction model connecting relationship marketing interaction model. We analysis channel relation subjects, channel relation subject interaction foundation, interaction medium, interaction environment and interaction process. Manufacturer and middleman as channel relation subject regard channel whole corporate goal and value as interaction basis engendering motivation of establishing relation. We establish andmaintain the relation of channel member though interaction original item and retention item. This should be affected by interaction atmosphere and environment. Interaction atmosphere provide the reasonable explanation to the reason of establishing and maintaining relation. This atmosphere is open, friendly and active. But latter's extreme instance will destroy both relation. Environmental effect offers the direction of channel relation development. Channel relation subject interaction model pays more attention relation both, equality, basis and motivation of establishing relation, emphasize the intercommunion of relation subject, regard the important effect of middleman perceive feeling to relation quality, stress the echo of middleman from the angle of relation marketing interaction. We settle the question how to maintain channel relation by establishing interaction items and provide maneuverability guidance to channel relation management. 4,The practical application of the interaction model of the subject of channel relationship. The author provides manage and propose maneuverable suggestions about channel relationship mainly from practice angle. The author sets up interaction driver and confirms both sides'common goal and interests expect as the interaction foundation according to both sides'motive and both sides'respective capability , scale , strategy ; Chooses the suitable channel member on this basis and confirms the standard for selection according to strategy and decision need; Through designing interaction project and maintained projects, trains ,encourages , and appraises channel members so as to make channel relation smooth and steady ; sets up interaction information channels and escapes conflicts and lost because information flow is not smooth. At the same time it can reduce the cost that both sides of relationship collect information , and react efficiently to information; Finally , we must discern and control about the relationship crisis .It has hiding nature and complexity , and affected by controllable factors and uncontrollable. We should proceed from many angles, look...