关系营销与中国关系型商业模式的兼容性研究——社会网络理论的视角

An Inquiry into the Compatibility between Relationship Marketing and Business Mode Based on Chinese Connections (Guanxi) --A Perspective of Social Network Theory

关系营销和中国关系型商业模式在社会网络的结构、资源、规范和动态诸维度都既有联系又有区别,这决定了二者存在某种兼容性,但这种兼容性又是有限的。要实现关系营销的中国化,必须重视中国市场环境和消费者行为的营销调研,形成正确假设以指导具体的营销活动;必须对“关系”建立保持既积极又审慎的态度;必须采取中国人乐于接受的“关系”形式及其建立方式。

Relationship marketing and business mode based on Chinese connections (guanxi) are related and different in such dimensionalities of social networks as structure, resource, criterion and trend. This determines that there is certain but only limited compatibility between the two. In order to implement relationship marketing in a Chinese context, attention must be paid to the marketing research into Chinese market environment and customer behavior to form a correct hypothesis which can direct the concrete marketing activities. Both active and prudential attitudes must be held towards the establishment of connections (guanxi). Moreover, the connection forms and their shaping ways must be devised readily accepted by Chinese people.