4R Trategy Theory And Empirical Study Based On Relationship Value

At present, the relational marketing has become a hot content on marketing practice and theoretical study of operation. Relational marketing strategy, as an important component of relational marketing, plays a significant role in enterprise's survival and development. Relational marketing is a combination of general principles of relations and marketing, in value as the core foundation of marketing disciplines, while the relational marketing strategy and the relationship value are the important concepts in relational marketing theory. Currently, the academic study is to reveal more on the actuating mechanism of relationship value in relational marketing activities, but the existing study found the lack of the definition of relationship between relational marketing strategy and relationship value from the customer relationship level, particularly in customer relationship level of the intermediary role played by fit even failed to arouse enough attention.Choosing relational marketing strategy as the object, this paper make researsh on the impact of relational marketing strategy to relationship value. Through expounding the development of the theory of marketing strategys, analyzed the 4P-4C-4R theory of the evolution of the background, people focus from a low-cost supply to the needs of high interest and then to benefits and the value of the ratio of the cost, which is In full compliance with the development of industrial society. At the same time, the paper also consider about the customer relationship level and fit in the relational marketing strategy and relationships between the value of causal models play an intermediary role, focuses on the analysis how 4R marketing strategy affect and enhance the relationship value of marketing, then build a theoretical model of "4R marketing strategy driving fators of the promotion of the relationship value-the promotion of the relationship value ". Based on the reading and the analyzing of domestic and foreign relative literatures, this paper first evaluated the research situation and relevant relation between marketing strategy, relationship value relevant fields. Second, combined with the characteristics of the selected empirical industry, select the clientele group in network of communications industry as a overall Sample which characteristics with strong inter-dependence and resources infinity, take a systematic random sample of sampling method, and use structural equation software to analyze the structural model consisting of the path between 4R marketing strategy, customer relationship level and the relationship value, validated the impact of of 4R strategy s to the propmotion of relationship value. This study has a strong guiding significance in today's corporate marketing activities.The paper makes some innovations in the following areas:analysis of the impact of relational marketing strategy on relationship value from 4R strategy and the important position in relational marketing; the introduction of customer relationship level,then analysis of the mechanism of relational marketing strategy and effect on relationship value of the path structure.