B2b Relationship Quality And Its Evaluation

From the moment the B2B marketing appeared, it had significant differences with the consumer marketing. Although consumer marketing have a certain degree of reference significance for B2B marketing research both in the marketing mode and in the marketing method, but there are obvious differences bath them. In the abroad, especially the Nordic and North America, the research in this field has reached a more developed stage. Their research has already transited to research stage of the B2B market characteristics and marketing behavior from the research stage of studying marketing mode and marketing approach, and they have their own marketing mode. They has integrated relationship marketing with the characteristics of the B2B market and studied the B2B relationship quality dimension indicators and the B2B relationship quality model, then they got the methods of improving the B2B enterprise marketing performance and at the same time they also got the important relationship between the customer purchase behavior and relations quality. In-depth study on and evaluation for the relations quality dimensions and its model has a great significant for the research of the B2B marketing B2B market.However, domestic research for the relationship quality is still relatively backward. Currently, most domestic researches for the relationship quality lie in B2C enterprise level, and the establishment of related model is based on the basis of the investigation on the B2C enterprises. And the China's research to relationship quality of B2B enterprises, especially of the iron and steel enterprises is still relatively scarce. Therefore, studying relationship quality and establishing related model in the context of the B2B enterprises become a need solved the problems.In this paper, through the reference of the home and abroad experience, and on the basis of the analysis of the status of the domestic B2B relations, first of all, it explains the theory on the B2B marketing and relationship marketing. Secondly, it has a in-depth discussion in the marketing activities, the relationship quality and the B2B relationships quality, and on the basis of it, the paper summarizes relationship quality and related model. After discussing the above theory, in the context of the Handan Iron and Steel Company and on the basis of the above theory, the paper studies status of the relationship marketing of the Handan Iron and Steel Company, and establishes its relationship quality model, thus analysis status of relationship quality of the Handan Iron and Steel Company.