An Empirical Study On Relationship Between Relationship Marketing Orientation And Enterprise Performance

The moment when the relationship marketing orientation (RMO) was proposed, it becomes the attention focus of the scholars and managers. There are many researches in this subject. However, many of them lie in the area of applied research and theoretical studies. The empirical studies, especially about the corporation in China, are few. The misunderstanding on the Relationship marketing for the managers of Chinese enterprises discourages the scientific practice of it. Therefore it is necessary to research the theory of the RMO empirically to provide recommendations for the practice.Through the literature, theoretical deduction and the investigation of business management, this paper, with the RMO, competitive advantage and firm performance as the theme, tries to achieve the following purposes: (1)obtaining relevant data to understand the level of RMO through the investigation in Chinese enterprises, (2) verifying whether the RMO have the positive impact on business performance by the empirical study of Chinese enterprises, and if it having, whether the competitive advantage is the mediating effect between them, (3) studying the results of the empirical study to provide suggestions to improve business performance.The conclusion of this paper is as following: (1) the RMO have the positive impact on business performance, (2) compared to cost advantage, the impact of differentiation advantage on firm performance is much greater, (3) the competitive advantage has a mediating effect on the relationship between RMO and business performance.Therefore implementation of RMO is an important way to obtain long-term above-average performance. And in the procession, the communication and corporation with different parties, the elimination of the negative impact of traditional"relationship" culture is important. While taking cost advantage into account, differential advantage is the key point to build competitive advantage.