【作者】 杨菁；

【导师】 葛松林；

【作者基本信息】 华中农业大学 ， 农业经济管理， 2003， 硕士

【摘要】 尽管我国服务业经历了近30年的以改革开放为特征的长足发展，但在许多方面依然落后于发达国家，还没有形成明显的竞争优势。究其原因当是缺乏先进的服务营销理论——特别是关系营销理论使然。有鉴于此，将关系营销这种公认的新的营销理论引入我国服务业，并将其本土化，便成为一项战略急务。 本文围绕关系营销理论在服务业中的运用这一中心，分四章进行了论述：第一章分析了我国服务业的发展情况及其运用关系营销理论的重要性，并对服务业作了界定。第二章系统研究了西方关系营销理论的历史演进及其发展，并对三元整合型关系营销模式、关键介导变量关系营销模式、过程型关系营销模式等三类模式进行了分析和总结。第三章首先介绍了我国服务业对关系营销理论的引进情况；随后总结了我国服务业运用关系营销的现状，认为我国服务业已普遍接受了关系营销理念，部分服务行业在关系营销的实施方面业已取得了一定的成绩；最后笔者指出当前我国服务业在运用关系营销仍存在诸多问题，尤以缺乏适合我国服务市场特色的关系营销模式这一问题最为严重。第四章结合前文提出了适合我国服务业市场特色的关系营销模式——基于资源的“大诚”服务关系营销模式。该模式兼具三方面内容(系统环境内化成为服务企业的内部资源、“大诚”关系营销模式以及服务关系绩效检测指标)，与其他关系营销模式相比，具有了明显的“中国特色”且更加全面系统。更多还原

【Abstract】 Since the implementation of reform and opening up policy, service industry in China has made great progress. But compared with developed countries, it has lagged behind. One of the reasons is the shortage of advanced thoughts and theories of service industry enterprises’ management. Relationship Marketing theory (RM) is the key theory to guide modern enterprises competition. It is proved that RM theory could improve the competitive ability for service industry enterprises. As a result, RM application is a good way to develop service industry in China.This paper, taking the core of the RM application in service industry, develops into four chapters. The first chapter analyzes the current situation of service industry and the importance of RM application, and gives the definition of service industry. The second chapter deals with the history and development of western RM theory, analyzes and summarizes three models of RM: the Integration model of RM, the Key Mediating Variable model of RM and the Process model of RM .The third chapter discusses the introduction of RM theory to Chinese service industry at the beginning, then present state of RM application in China and gives the result that the RM theory has been widely accepted by the service industry in China and taken effects in some service industry fields. At the final part of this chapter, this paper shows the defects on the application of RM theory and the most important one is lacking of RM models that fit for Chinese service industry market. The last chapter, based on the former parts, puts forward the RM models fit for Chinese Service industry market: the Great Honesty RM models based on resources. This model is composed of three parts: Outer environments transforms to internal resources of service enterprises, Great honesty RM model and the indicators of service relationship effects. Compared with other RM models, the Great Honesty RM models based on resources owns an outstanding "Chinese way" feature and is more comprehensive and systematic.更多还原