Research On The Influence Of Relationship Marketing Orientation On Marketing Performance

With the deepening of market openness and the rapid development of information technology,the market environment is constantly changing.Enterprises have to change their original marketing strategies to cope with more severe market competition.The implementation of relationship marketing-oriented strategy helps to form a good cooperative relationship between enterprises and enhance the competitive position of enterprises in the industry.In view of the understanding of the importance of relationship marketing,some enterprises actively implement the relationship marketing strategy,but the implementation effect is very different.At the same time,how relationship marketing orientation affects the marketing performance of enterprises is controversially debated by scholars at home and abroad.Based on this,this study explores the relationship between relationship marketing orientation and marketing performance,and introduces service delivery innovation as an intermediary variable to study the mechanism of relationship marketing orientation and marketing performance.Based on the theory of strategic orientation,this study constructs a model of relationship marketing orientation influencing marketing performance through service delivery innovation.This study uses questionnaire survey method to obtain relevant data,and carries out empirical analysis.Firstly,descriptive statistical analysis and reliability and validity test of the pre-survey data are carried out to ensure that the questionnaire has good reliability and validity;Secondly,descriptive statistical analysis,reliability and validity analysis and model hypothesis test are carried out on the data of formal survey by using SPSS and AMOS software.The results show that: Firstly,the positive impact of relationship marketing orientation on marketing performance;secondly,Relationship marketing orientation has a positive impact on service delivery innovation;third,Service delivery innovation has a positive impact on marketing performance;fourth,Service delivery innovation plays an intermediary role in the relationship between relationship marketing orientation and marketing performance.Finally,according to the research conclusions,this study provides relevant management suggestions for enterprises from the perspective of relationship marketing orientation and service delivery innovation to promote the improvement of marketing performance.