Research Of Relationship Marketing Based On Game Theory

In recent years, many well-planned marketing mix putting into effect can not achieve the desired objectives, the effectiveness of traditional marketing objects to challenge. Relationship Marketing was born at the appropriate time, relationship marketing plays an ever greater influence on enterprise marketing, but companies are do not know how to balance complex relationship between the parties .In this paper, relationship marketing is the latest marketing theory, I mainly Analyze and explain the representative of relationship marketing ,six major market model ,by the game theory. enterprises should actively develop relationship marketing in a complex market environment, create a favorable environment for enterprise development , seek cooperation and avoid conflict, find a balanced solution of the game of relationship ,balance all aspects of their relations and realize stable and win-win relation.In this paper, the innovation is using game theory to analyze these relations, companies and the related parties is the Participants of game model. Through the static game and dynamic game , using game theory ,finds relations strategy to maximize profits. Undoubtedly it is scientific and accurate, it is the new development of relationship marketing.