【摘要】 关系营销作为当前国内外市场营销理论界的一大热点,其理念内核虽然已经十分明了,但是其理论依据和研究方法则由于专家们观点出发不同,至今仍然莫衷一是。本文作者试图利用博弈论中多期动态博弈的观点,推出关系营销的一种有效的理论假设,并通过探讨我国传统模式关系营销实践的理性机制,分析其中的所谓"中国特色"的社会本质和理性依据,希望能将此理论体系真正用于我国的社会主义市场,为当前的经济建设服务。更多还原

【Abstract】 "Relationship marketing", as one of the most alluring landscapes in the international marketing society, may have already possessed a determined line of theoretical development. However, since the existent medley of theoretical foundations and methodologies, opinions over many involved issues still differ to a great extent. The author of this thesis tried to put the theory in a Chinese context, and find an explanation of the dynamic mechanism with the help of game theory. The hypothesis will be that the traditional marketing model in China’s real time practice may have a very specific approach to the so-called marketing theory.更多还原