关系营销实践的新框架——基于企业网络与社会资本的研究

A New Practice Framework of Relationship Marketing——A Research Based on Theories of Enterprise Networks and Social Capital

企业网络与社会资本理论为重新审视现有关系营销研究的内在缺陷提供了契机。理论分析显示,可将企业网络视为关系营销的实践抓手,将社会资本交换与累积视为关系营销的实施目的。在此层面上,关系营销就是通过构建企业网络,获取并巩固战略性关系资源,以适应并开展网络化竞争的重要手段,是借助各种契约,保障网络成员之间开展社会资本交换与累积,从而降低交易成本、获取竞争优势、取得更大经济效益的管理过程。对企业而言,关系营销实践的新框架包括企业网络规划、关键节点选择、系统规则制定、建立文化规制、社会资本交换以及网络边界控制等重要环节。

According to literature review, enterprise networks building can be looked as starting points, as well as social capital can be seen as aims of relationship marketing. At this extent, relationship marketing can be served as a management toolbox to build up enterprise networks, to obtain and consolidate strategic relationship resources in order to adapt and cope with network competition. On other side, relationship marketing can be looked as a managing process to ensure social capital exchange and accumulation among network members by means of implicit and explicit rules, so as to reduce transaction cost, to achieve competitive advantages, and to gain more economic values. For enterprises, the practice framework of relationship marketing includes six important links such as ＂enterprise networks planning, key pitch points selecting, systematic rules establishing, cultural rules forming, social capital exchanging, network boundaries controlling,＂ etc..