Study On The Fluence Mechanism Of Buyer-Seller's Competitive Advantage To Relationship Value Based On The Interaction Analysis

Today, marketing has became a kind of core thingking way to humans, and relationship marketing gradually has thinking became a new marketing paradigm. The competition among modern enterprises not only deponds on prodiction and service, but also depends on the integration of more extensive relationship value. Therefore, more annd more enterprises are trying to estabish relationship with their partners. The value judgment standard in relationship marketing should be the relationship value, which is better to enbody interaction of relationship marketing and the specific properties of cooperation and win-win. At the present stage of developing chinese economy, especial in B2B market, utilizing relationship marketing correctly is the specific property of enterprise mature. Soon afterwards, improving the relationship value between parters, becomes the focus which draws academic attention in marketing. This paper considers from the angle of theory and practice that the two side build buyer-seller's competitive advantages is a effect channel of promoting relationship value.Researching the fluence of buyer-seller's competitive advantages to relationship value, enterprises and customers can find out what what kinds of activities infulence the feelings of commercial partners to relationship value. The both sides also can get some enlightenment from it, and supply copetitive advantage of"product/service", to creat and promote excellent relationship.The research of relationship value on this paper is different from buyer dominant model which is well known in academic world. The features of both buyer and seller are equal to be enphasized. By analying the function of tradditional competitive advantages and untilizig cost-profit theory and customer expectation theory, this paper discusses the influence that buyer-seller's competitive advantage promote the relationship value, which estabilishes thoughts and theory for main analysis. The main part of this paper explain the dive mechanismof parters'competitive advantages under value interaction and social culture, and built influence model of buyer-seller's competitive advantage to relationship value. By game theory analyzing, this paper discusses the infulence of buyer-seller's competitive advantage matching to relationship. Upon the foundation of theory analysis, it designs demonstration model and approach, and adopts BN customer relationship data and utilize SPSS analysis technology to research the model and theory.Promoting relationship value in relationship marketing, the both sides must built their respective competitive advantage upon the foundation of that the both sides meet the other side's basic expetation and the connection of respecrtive competitve meets the other side's key need to form interdependent value interaction and create mutual relationship value.