Research On The Relationship Marketing Mode Of The Main Manufacturer Of Large Passenger Aircraft

The research and development of large aircraft manufacturing is not only an important symbol of national industrial technology level,but also an important manifestation of country's comprehensive strength.With the increasing demand of customers,the manufacture of large passenger aircraft tends to be more and more modular,and the main manufacturer-supplier model is becoming the basic model of large aircraft manufacturing enterprises.Meanwhile,the value chain also changes with the change of production mode;the value unit is reorganized,and gradually evolved into value network.The traditional marketing model has been difficult to adapt to the development needs of large aircraft manufacturers,the relationship marketing mode came into being.The contents of this paper are four parts as follows: First,the theory of the relationship marketing mode is fully collated.And the horizontal comparison of the theory of value networks reveals the nature of the relationship marketing mode,that laid the theoretical foundation for the study;Second,the evolution pattern of the large passenger aircraft market structure is obtained,and the development of the relationship marketing is analyzed according to the industrial chain of the large passenger aircraft,that laid a solid foundation for the study.Then,through the theoretical derivation and practical summary,three relationship marketing modes of major aircraft manufacturer is derived.Finally,COMAC is taking as a case study by using DEMATEL-TOPSIS based on fuzzy number,Through theoretical analysis and practical analysis,this paper has obtained the research results as follows: First,through comparative analysis of theories,the essence of relationship marketing model is excavated : enterprises try to establish a long-term stability,and win-win relationship with other stakeholders,in order to realize the value of marketing;Second,the relationship marketing modes for major aircraft manufacturers is deduced by the analysis of the evolution and formation of relationship marketing network;Third,the DEMATEL-TOPSIS method based on interval fuzzy number is applied to the choose of the relationship marketing modes.Through the research,the connotation and essence of relationship marketing mode is explained clearly.And three types of relationship marketing modes is deduced,choose and application of relationship marketing mode is verified by the case study of COMAC,combining theory with practice.The study not only enriches the research of relationship marketing mode,but also provides ideas for the application of the relationship marketing mode of main manufacturers.