The Study On The Model Of Relationship Marketing Of Enterprises Cluster

It is a hot spot to the issue of Enterprises Cluster, and many scholars from different subjects, such as Economics, Management, Sociology and Geography, have keen interesting in this field. This paper is on the relationship marketing model of enterprises cluster from a Management perspective.For the lack of Relationship Marketing of Enterprises Cluster (short as RMEC) activities, this paper tries to construct a theoretical foundation of RMEC, and to found a model of RMEC to guide the practice of RMEC. It is in a normative analysis approach, which is a matter about trying to answer the theory and the model of RMEC"what ought to be".This paper is trying to answer two questions: What makes the RMEC work? How to construct its model? The activities of RMEC have close relation to local traditional culture and social-culture network, because the relationship of related partner ties to coupling their social relations ligament. So the trust and the network mechanism are the foundation mechanisms of RMEC. Analyzing the theory of RMEC, the author is trying to found a model framework of the primary related partners. It sets two hypotheses, company trust hypothesis and system trust hypothesis, and on these assumptions constructs two models, which are the model of internal RMEC and the model of external RMEC. They are all running through the idea of culture-based trust mechanism and mutuality of network mechanism, and emphasizing on the concept of COMMUNION when managing the various relationships.This paper's innovation mainly lies in:1st, trying to construct the theory of RMEC. The author believes the foundation of RMEC is the very two mechanisms. From the two perspectives, the paper discovers that it must manage the related partners closed to each other. The theory of RMEC is a management of related partners based on the trust mechanism and network mechanism.2nd, trying to construct the model of RMEC. It is a system of reciprocity among to the related partners. For geography proximity, the related partners are especially close in the cluster. They become management objects of the RMEC models, which contain the idea of mutual trust and network contact among the related partners.