Study On Theory And Demonstration Of Relationship Value Based On Hexie Management

At present, relationship marketing already has been the hot spot content of the marketing theory research, but relationship value as the important concept of relationship marketing, the inside mechanism, the synthesis measure method and the application rarely have been researched. This thesis utilizes "Heze", "Xieze" and "the double regular coupling" of the Hexie management theory, which is proposed by professor Xi Youming, to analysis mechanism and system of relationship value, which is the bold exploration for the marketing theory, which has the certain theory significance. The thesis carry on measure and cluster anaylsis to Ningxia Benniu Industry Limited Liability Company ( abbreviation : Benniu Group) , and corresponding relationship marketing strategies are proposed.It has the certain reality instruction significance which companies ,which have primarily enterprise costomers and are in manufacture, service industries, carries on effectively customer relationship management, to strengthen market competive.The thesis firstly briefly analyzes the selected topic background and the research significance.The Hexie management theory, the value theory and the relationship value theory are carried on the summary.On this basis, Hexie mechanism of the relationship value is analyzed with emphasis. From four aspects of the relationship main body, the relationship type, the relationship main body interactive foundation, interactive medium of the relationship main body, interactive environment of the relationship main body, the relationship value Hexie subject search and the determination is analyzed, again from relationship value Hexie mechanism, coupling mechanism two aspects, relationship value double regular coupling ia multianalyzed; Then, the Xieze and Heze mechanism of the relationship value according to the Hexie management theory is proposed; Finally, revolving the Hexie management thought, the measure index system of the relationship value is established, and Benniu Group costomer relationship value is measured by fuzzy measure method. The confirmation analysis to the measure result is carried on by cluster analysis, on this basis,Benniu group's customer relationship level is analyzed; And four kinds of relationship marketing strategies are designed, which named relation strategy, relevancy strategy, reaction strategy, retribution strategy; Benniu Group relationship value Hexie management implement suggestes are Proposed, relationship value Hexie management is the difficulty part.The author proposes "five lawes" (giving law, borrowing law, transforming law, combining law, trust law) as Heze management core pattern, Xieze part are mainly establishing the relationship marketing group, consummating the examination system, the guard of implementation process question.