A Research On Relationship Marketing Of Channel Customers In Xiahua Corporation

The core problem of relationship marketing is how to build up relationship so that a long-term "win-win" situation can be obtained, i.e., a relationship which is combined by each other's benefits and resource advantage. In fact, it is a relationship of strategic alliance in a certain business field where every company pursues mutual benefits. After 20 years' development, China color TV set industry has been formed a higher maturity and concentration-degree one, however, most of them usually pursue their own maximum interest unilaterally in the process of cooperating with channel customers, neglecting the influence of long-term cooperation and "win-win" situation of their companies' future development.Theoretically, most of the current studies of cooperative value are based on discrete trade theories. They fix their attention on some problems relating to products, regardless of obtaining value through relationship and the tremendous significance of relationship marketing in the process of creation value. In fact, bargains between partnership is only a small part of cooperation, the most important thing is that relationship value should be created, which can be felt by the followship, because the more value a company can feel, the longer he wants to cooperate. This fashion is the original source of competitive advantage.Based on the theories of relationship marketing, relationship value etc., the author analyzes the current situations and the problems of relationship marketing of channel customers in color TV set industry, scans the value composition between corporate partners from multilateral interactive angles like situational value, relationship value and network value etc., exposes the internal mechanism of continuous changing of value elements of corporate partners on these three layers, and measures the size and the classification of relationship value between Xiahua Corporation and its channel customers so that we can work out some corresponding strategies of relationship marketing for both enterprise and channel customers .The contents of this research and the suggestions of strategies put forward in thisessay provides Xiahua Corporation with some theoretical significance in practice of relationship marketing in color television market.