交互分析下企业间竞争优势对关系价值的影响机理研究-企业管理专业论文.docxVIP

AbstractTitle：STUDY Abstract Title：STUDY ON THE FLUENCE MECHANISM OF BUYER-SELLER’S COMPETnfIvE ADvrANTAGE T0 REL，玎lONSHIP VALUE BASED ON THE INTERACTION ANAL_YSlS Major：Business Adm-nistratlon Name：Zhlyuan ZHANG signature：五趣哩鹾垒型争 Supervisor：Associate prof．Jingdong CHEN Signat叭：舅幽岁 Abstract Today,marketing has became a kind of core thingking way to humans，and relationship marketing gradually has thinking became a new marketing paradigm．The competition among modem enterprises not only deponds on prodiction and service，but also depends on the integration of more extensive relationship value．Therefore，more annd more enterprises arc trying to estabish relationship with their partners．The value judgment standard in relationship marketing should be the relationship value，which is better to enbody interaction of relationship marketing and the specific properties of cooperation and win·win．At the present stage of developing chinese economy,especial in B2B market，utilizing relationship marketing correctly is the specific property of enterprise mature．Soon afterwards，improving the relationship value between parters，becomes the focus which draws academic attention in marketing．This paper considers from the angle of theory and practice that the two side build buyer-seller’s competitive advantages is a effect channel of promoting relationship value． Researching the fluence of buyer-seller’s competitive advantages to relationship value， enterprises and customers can find out what what kinds of activities infulence the feelings of commercial partners to relationship value．The both sides also can get some enlightenment from it，and supply copetitive advantage of“product／service”，to creat and promote excellent relationship． The research of relationship value on this paper is different from buyer dominant model which js well known in academic world．The features of both buyer and seller are equal to be enphasized．By analying the function of tradditional competitive advanta