Relationship marketing orientation- Review and Outlook.doc

 PAGE \* MERGEFORMAT 23 Relationship marketing orientation: Review and Outlook Abstract: Relationship marketing is a business-oriented implementation of the concept of relationship marketing, is its access to sustainable competitive advantage and superior performance of the key factors. From the content-oriented relationship marketing, relationship marketing orientation measurement and relationship marketing orientation and business performance of the Three aspects of domestic and foreign literature related to the system, a comprehensive review and comment, on the basis of possible future research directions are discussed. Keywords:; relationship marketing orientation; measurement; business performance Relationship marketing orientation is the implementation of the concept of relationship marketing [1-2], which emphasizes the company to its trading partners, and other important and relevant groups to establish a mutual benefit, mutual trust, mutual loyalty, and grow together, long-term stable cooperative relations [ 1], is a unique marketing concept is considered to sustainable competitive advantage for enterprises and excellent performance of the strategic direction, by the theory and practice of community wide concern, is the domestic and international research focus of marketing theory a [1-3]. foreign scholars from different angles on the concept of relationship marketing orientation, and business performance measurement and discusses the relationship, get some of the corporate practice have important guiding significance of the conclusions. In China, the relationship marketing orientation Although some scholars have been concerned, but the research has just started, is limited to shallower levels, the lack of theoretical framework of relationship marketing orientation system described. This paper will guide the content of relationship marketing, relationship marketing-oriented measurement, relationship marketing the relationship between orient