Relationship Marketing And Its Elements In The West Comparative Study

Several decades ago, it is difficult to imagine the huge consumer markets in the adoption of the concept of Relationship Marketing. Berry, Shostak & Upah (1983) first proposed and defined the concept of Relationship Marketing, as a marketing method, which attracts, strengthens and maintains the customer relationship. Today, as a marketing strategy, Relationship Marketing is widespread concerned by academics and practitioners in the area such as consumer goods, industrial goods and services et al.Relationship Marketing is the process of establishing, maintaining and enhancing the close relations with customers, employees, suppliers, marketing channels and other stakeholders. Its goal is to deliver all stakeholders with long-term economic, social and cultural values so as to promote the sustainable development of enterprise performance.In China, Relationship Marketing is thought as an imported goods from West in the terms of academic, however, the concept of Relationship Marketing is rooted in China's historical and cultural traditions. The thesis shows that: it is natural for the Chinese turn to Guanxi widely in participating in the social life. For they inevitably engage in economic activities with relationship resources, China's Guanxi Marketing is Relationship Marketing from beginning. We can no longer deny China's Guanxi Marketing is the practice of Relationship Marketing in China as there are many Relationship Marketing factors in China's Guanxi Marketing. Relationship Marketings have different basis between West and China because they have different historical and cultural backgrounds, however, they are just the two versions of Relationship Marketing and have a common goal and theme, there is room for further integration.On the basis, the thesis systemizes all the factors of Relationship Marketing between West and China such as Relationship, Relationship Quality, Relationship Markets and Relationship Marketing, and even the elements of the various measures of Relationship Quality and the history of Relationship Markets are also made full description. In the last, comparative study is conducted on Relationship Marketing between West and China in the whole.On the systemizing of Marketing theoretical development and Relationship Marketing thought between West and China, the innovation of the thesis may be the in-depth research on the consistency of Relationship Marketing between West and China and a systematic analyzing and comparative studying the relevant factors of Relationship Marketing.The thesis mainly uses documentary analysis and comparative research method. Review of the development of Marketing theory, overview of western Relationship Marketing theory and China's Guanxi Marketing research mainly use documentary analysis; Comparative research method is applied on the factors of Relationship Marketing between West and China.