中国本土文化环境下的商务"关系":一项探索性研究

Recently, guanxi has become one of the hottest topics in domestic academia. Although relationship and guanxi are the same in Chinese characters, significant differences exist between the “relationship” in the western academic context and what Chinese people are familiar with, the Chinese “guanxi”. The indiscriminate imitation of the western relationship marketing in China neglecting the Chinese native culture context is detrimental to a true and thorough understanding of the Chinese relationship marketing practice. Therefore, it is of great significance to conduct research on guanxi in the Chinese native commercial context. Based on domestic and foreign literature review, this paper uses a qualitative research method including content analysis and focus group to get a thorough understanding of guanxi both from the academia and from the practitioners, followed by quantitative analysis methods including questionnaire investigation and factor analysis to develop a native commercial guanxi concept scale. After comparison of the qualitative and quantitative research results, an integrated guanxi concept system is built, which lays foundation for the future guanxi research. __________ Translated and revised from Yingxiao kexue xuebao 营销科学学报 (Journal of Marketing Science), 2006, 9(1): 1–14     

华人的关系主义文化和消费者行为

本文从文化与营销的关系的出发，在分析华人关系主义文化的基础上，对关系主义文化如何影响华人的消费行为进行了初步概括，并从消费者行为学理论“态度-行为模型”的本土化修正、本土化的关系主义文化营销方法以及关系主义文化对西方国家跨文化营销的启示等三个方面探讨了华人关系主义文化对营销理论及营销活动的影响和启示。     

关于关系营销几个问题的思考

关系营销作为对传统交易营销的发展早已引起了学界的广泛关注和讨论。本文对关系营销的基本问题及关系营销的理论体系进行了思考 ,并分析了关系营销部分理论可能存在的局限性     

从亚细亚集团的陨落看管理风险

<正> “中原之行哪里去?郑州亚细亚”。中央电视台的广告宣传几乎成了一种“挡不住的诱惑”,一时间,郑州亚细亚集团声名鹊起,“亚细亚”现象令中国商界内外人士趋之若鹜,甚至引起了理论权威、政府高层的关注。确实,亚细亚集团有许多值得学习的地方:它走的是一条与传统经商之道相悖的现代营销之路;它采用的是先进的CI战略系统、别具一格的公关手段、新颖而又温馨的广告宣传、半军事化的管理模式……。     

关系营销理论评述与本土化新解

关系营销作为对传统交易营销的发展早已引起学界的广泛关注和讨论.本文梳理了关系营销的概念及理论体系,对现有概念及体系进行评述,并结合华人社会的关系研究,探讨了关系营销概念的本土化问题,提出对关系营销的本土化新解,指出了本土化的研究方向.