基于关系利益的价值导向型关系市场理论与实证研究  

Theory on Value-oriented Relationship Marketing Based on Strategic Benefits and an Empirical Test

作　　者：陈敬东[1] 党兴华[1] 王方[1] 

机构地区：[1]西安理工大学工商管理学院,陕西西安710054

出　　处：《中国软科学》2008年第10期125-133,共9页China Soft Science

摘　　要：关系市场理论对关系营销的价值研究领域有重要贡献。现有研究都是从关系双方互动的过程来分析,忽略了双方的价值变化。本文在现有理论与实践误区的基础上,从动机和互动的角度开发出基于关系利益的价值导向型关系市场理论框架,并构建了结构方程模型,验证了关系利益的关键维度对关系价值的影响机制,揭示出契合的中介效应。The theory of relationship market has significant contribution to the whole value research field of relationship marketing. Now the research relates relationship market analyzed relationship market by the interactive process of both sides, it neglected value changed in the relationship market. Based on the existed theory and practice erroneous, this article created the frame of the value guidance relationship market theory based on the relationship benefits from the angle of motivation and interaction. And then, it has constructed the structural equation model, and confirmed that the essential dimension of relationship benefits to do the influence mechanism of relationship value, and promulgated the fit effect as the intermediary.

关 键 词：关系利益 动机 互动 关系市场 关系价值 

分 类 号：F274[经济管理—企业管理]