Research On Reliability Marketing Of The Enterprise

The research of this thesis is based on the report of credit shortage in the present marketing and the opinion that the credit sale has been the main-stream of the marketing. The relative data have shown that we can obtain the stable competitive advantages through meeting the customers' needs, and establishing, keeping and developing the long-term reciprocal relation with customers and other members and creating loyal customers and cooperation relation on the basis of market-oriented mode. So, how to identify, establish, maintain, strengthen and foster the relations with customers and other co-relational dependence, and how to close the relationship necessarily in order to realize the economic goal and other targets, these problems must be answered at practical and theoretical aspects.The thesis applies system economics, games theory, and contract theory, and so on to the theory basic of reliability marketing. The basic reference is the relational marketing. The author makes explicit definition about the connotation of credit through the comparative analysis about the different concepts related to credit. The author clears up the connotation, the character of reliability marketing through the comparative analysis about credit sale, moral marketing, loyalty marketing and relational marketing; clarify the research realm of reliability marketing, constitute the basic theory framework of reliability marketing by the different methods, such as fixed quantity and fixed qualify, generalized method and deductive method, the combinative method between theoretical research and practical research; establish the performance evaluation mode of reliability marketing system by the structure equitation mode and sample test to divide the factors affecting the reliability marketing; make deeply research about the weight of the factors in the reliability marketing and the affect to the marketing performance, so as to meet the market need, overcome the short-term action, strengthen the financial capacity, establish the good inner and outer relations, reduce the storage, decrease the trade cost and so on; provide new ideas for decreasing the risk and controlling the extent; provide reference and example for realizing government macro-control, normalizing the enterprises action ,create the credit system of marketing body and realizing the sustainable development for enterprises.The innovative points are the followings:â…  . The special and systematic research about reliability marketing has not begun on board and at home. The reliability marketing developed on the basis of credit sale, moral marketing, loyalty marketing and relational marketing. The five factors are relative but independent. The research realm of reliability marketing is not only refer to the content of other four factors, most importantly, but also contains the blank among credit sale, moral marketing, loyalty marketing and relational marketing. Reliability marketing is a unique category complementing the research blank.â…¡. On the basis of comparative analysis about relational marketing theory, the author brings through the strategic idea that is locking relational marketing, which deepen and extend the research about the relational marketing theory. Because the relational marketing is lack of operation, the author makes the relation clarified and makes the variable stabilized in the process of research about relational marketing theory. Through the sustained efforts of the two partners, the relation can be kept and the relational marketing has enough operation. From the systematic and integral points, we can lock up the benefit co-relational dependence and integrity and use the non-benefit co-relational dependence, in order to constitute a harmonious relation link and hereby carry out the marketing activities and control the whole marketing process through credit tools.â…¢. The result evaluation system of the reliability marketing constituted provides the new idea for the performance evaluation system in the process of marketing.â…£.The research about the marketing method and marketing process is the breakthrough of the marketing realm. The enterprises control the marketing process through credit tools and methods and identify and warn the risk of reliability marketing. The enterprises realize the most benefits and avoid the outer bad effect through the research about the reliability marketing performance, analyzing the controlled and uncontrolled factors, and explain how to increase the performance, the customer value and the benefit of government and other members through these factors.â…¤ . Reliability marketing is higher level relation maintenance. Channel pattern of reliability marketing is transforming from pyramidal mode to flat mode. The members' pattern also is changing from trade mode to relation mode. Relation-pattern marketing channel is based on systematization theory. It considers the establishment and development of the relation with channel members as relation variable of marketing channel. The relation-pattern marketing channel is emphasized on the conspiracy of channel members during the strategy process, duplex information communication, and beneficial marketing activity.