The Relationship Marketing Research On Large Retail Enterprises Based On The Perspective Of Supply Chain

For a long time, the research and application of relationship marketing in the retail industry has attracted the attention of many researchers. Especially, with the productivity and manufacturing process developing fast in the current retail market, the market dominant position has turned to the consumers, so satisfying the needs of customers as much as possible and finally forming the customer loyalty has become the urgent affairs which need to be solved at present by retail enterprises. A large number of empirical studies have shown that the relationship marketing strategy implemented in the retail enterprises can help to improve their customer loyalty and maintain the firm competitiveness. But the related party between relationship marketing contains all the stakeholders (including suppliers, customers, intermediaries, competitors and influencers, internal staff and departments, etc),who are related to the enterprise marketing activities, thus easily causing the key of enterprise relationship to be ignored, diversifying their energy and finally reducing the effect of the relationship marketing strategy implemented in the retail enterprises. Therefore, the efficiency of relationship marketing will be improved greatly if we can distinguish the focus of the relationship better when the retail enterprises implement the relationship marketing strategy.Firstly, this paper described the background and significance of the relationship marketing applied in the large-scale retail enterprises at the Perspective of the Supply Chain, and reviewed the literature and theory of relationship marketing. Secondly, we studied the relationship among the large-scale retail enterprises, the upstream market of suppliers and the downstream markets of customers. There into the relationship market of suppliers was studied by analyzing the factors which affect the relationship between retailers and suppliers, then we determined the weight of each factor, and put forward some improvement strategies for these factors combined with the Supply Chain perspective.Meanwhile,the relationship market of customers was studied by analyzing the factors which affect the customer loyalty, then we determined the weight of each factor, and provided some strategies to improve customer loyalty under the perspective of the Supply Chain.In this paper, through establishing the index system which includes six sides(namely cooperation, communication, consensus, understanding, interest and reliability),determining the weight of each side combined with the Delphi method, expert scoring method and AHP analysis, we analyzed the factors influencing the relationship between retailers and suppliers, In addition, we analyzed the factors which affect customer loyalty in the large-scale retail enterprises by building customer loyalty driven model, and establishing the index system of customer loyalty. In the model, we considered the corporate image, converting costs, customer expectations, perceived quality and perceived value as the independent variables, the customer loyalty as the dependent variable, and then we collected data through questionnaires, and conducted the path analysis about the variables related with customer loyalty by structural equation software.