关系营销中的互惠因素

Mutural Benefit Factors in Relationship Marketing

本文从互惠的角度对关系营销进行分析,基于互惠理论对公司的关系营销管理提出如下建议:(1)公司应培育正互惠关系,避免或削弱负互惠关系的形成;(2)为了增强正互惠效果,公司应制定基于长远考虑的营销计划;(3)在一个相对宏观的层面上,为了增强正互惠效果,引入来自同行业成员的强互惠和来自政府的第三方惩罚是必要的。

This thesis argues that the essence of relationship marketing is reciprocity.Three kinds of reciprocity theories can be applied to the crucial step in the formation of relationship marketing.They are intrinsic reciprocity,instrumental reciprocity and strong reciprocity.Basis on these theories we get follow suggestions:(1).Fostering positive reciprocity relationship,Shunning or weaken negative reciprocity relationship is the first vital suggest to marketers;(2).To enhance the positive reciprocity effect in time horizon,based on instrumental reciprocity theory,marketer should base on long term marketing plan instead of short term.(3).To enhance the positive reciprocity effect in macro context,strong reciprocity such as industry self-discipline and third party punish- ment such as intervention of government are the third vital suggestion to marketers.