Matching Analysis of the Influence of the Combination of Moral Marketing and Relationship Marketing on Enterprise Performance in Chinese Culture Context
Combined with Chinese local market,this paper predicts the enterprise performance and its stability with the combination of moral marketing and relationship marketing.This study focuses on business activities between purchasers and the suppliers.The data is collected by according to suppliers” evaluation.The empirical results show that although the relationship marketing can lead to high performance and sales growth,this advantage is difficult to sustain owing to its dependence on individuals.And moral marketing strategy will not only significantly bring higher commitment of customers,but help maintain the stability of long-term performance for enterprises.The conclusion warns us that enterprises should be careful when choosing a market strategy and they should find the priority of moral marketing and relationship marketing for sequence and selection.
Moral Relationship Enterprise performance Chinese localization
Fang Zou Fangjie Su Wenlong Zhang
Business School,Sichuan Agricultural University Chengdu 611830,China Sichuan Branch,Industrial and Commercial Bank of China Chengdu 611130,China College of Management,Sichuan Agricultural University Chengdu 611130,China
国内会议
China Marketing International Conference 2015 (2015中国市场营销国际学术年会)
西安
英文
333-343
2015-07-24（万方平台首次上网日期，不代表论文的发表时间）