The Analysis Of Cross-Cultural Relationship Marketing Implemented By China's MNCs

The strong market competition and wide adoption of new technology make the products from different manufacturers almost the same,consequently,companies are trying every effort to compete in establishing of relationship with the market which is called "relationship marketing".The cultural conflict in the marketing and internal management is inevitable for the multinational corporations, and how to institute and execute fruitful relationship marketing strategies suitable to different cultures has become the chinese enterprises'urgent task.The chinese culture has unique characters whose deep accumulaiton give the multinational corporations both advantages and limitations in the international relationship marketing. This paper introduces some basic theories from western scholar. Through the study on the influence the cultural difference make in relationship marketing, it draws a conclusion that the selection of dimension index of cultural differences depends on the purpose of study.After that,the paper analyze the characteristics of relationship marketing under different cultures based on the Payne six market model,and proposed that MNCs should define their core relationship markets and plan appropriate relationship marketing strategies according to the feature of markets as well as the characteristics of themselves. Finally, Commitment-Trust Model was used to analyze relationship marketing strategies of chinese multinational corporations. The study focused on strategic direction of the chinese multinational cross-cultural relationship marketing. Strategic direction consists of the expected cost of ending the relations with unique service which increases in related-party interests, strengthening exchanges with related parties, searching for common values and the careful selection of the object relations.Through the analysis of cultural differences, author believes that relationship marketing strategy of cross-cultural of chinese enterprises should consider three aspects, which consists of acculturation strategies, relationship marketing mix strategy and the last particularly important one is to quantitative marketing plans and performance evaluation system, avoiding the relationship marketing to become empty talk and can not be carried out.