Based On Relationship Marketin Chain Strategy Partnerships

In the past decades, customer relationship marketing has given rise to lots of academic interests, and a large number of research results show that it can help companies achieve and maintain sustainable competitive advantages. Now, more and more companies apply relationship marketing strategy aim to establish and maintain long-term relationship between the buyers and sellers.Firstly, the paper reviews the development of the supply chain, relative theories and researches on the subject, analyses the significance of the strategic partner selection in supply chain. Secondly, combined with basic theories of supply chains strategic cooperation partner, Meanwhile, for the purpose of deepening the research based on strategic cooperation partner selection, the paper also analyses characteristic of the supply chain strategic partners and its evolvement, and try to establish a criteria system how to evaluate and select supply chain strategic cooperation partners using AHP method.How to understand the relationship between relationship quality and customers' behavior in the buyers'view is one of the fundamental issues in the theory of customer relationship marketing. In terms of relationship quality, it mainly relies on the level of normal relationship and unnormal relationship between buyer and seller. Customer behavior usually can be represented by such variables as repurchase, self-identity and strategical alliance. All of variables can be used to construct the model of buyer-seller relationship. The paper does research on the effect of relationship marketing on consumer loyalty from the consumer's perspective based on literature. The paper tries to focus two things. The first one is to find the interrelationship between normal relationship and unnormal relationship and then to investigate the effect of them. The second one is how to construct a relative model for the relationship and the paper develops a structure model, consisting of10hypotheses as well as5antecedent factors, which is tested by empirical data at last.In the paper, we select random sample form in an auto firm to do questionnaire survey and interviews to get such data. Among177samples,131are valid and the effective returns-ratio reaches74.6%. The data is tested in order to meet the model construction on validity requirement and the model is also empirically tested. The research finds that the influence of antecedents on normal relationship and unnormal relationship, and the influence of them on consumer loyalty.To conclude, the model is good enough to show that seller's soft technical competence, companies'reputation, shared value and investment in relationship have positive influences on normal relationship and unnormal relationship in the sellers'view; Similarly, normal relationship and unnormal relationship have same influences on customer behavior.