Download Contemporary Logistics Based on Win-win

Contemporary Logistics 04 (2011) 1838-739X
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Contemporary Logistics
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The Theory and Empirical Research of Relationship Marketing
Based on Win-win
Jingdong Chen, Mei Yang
School of Economics and Management, Xi’an University of Technology, 710054, China
KEYWORDS
ABSTRACT
Win-win,
Moment,
Risk into force,
Power failure
At present, more and more attention from the theory and businesses was put on the
research and application of relationship marketing, and the related theory and practice is
also in constant depth. Based on the existing theories and the basis of the study, this article
puts forward relationship marketing theory frame based on the win-win with enterprise
microcosmic environment and core competitiveness as a research breakthrough point of
relationship marketing.
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1 Introduction
Modern Marketing in the increasingly mature market is no longer simply developing products or selling products, but gradually,
more attention is put on the long-term relations of establish, develop and maintain the mutually satisfying with each other, this kind
of Marketing concept is Relationship Marketing. In the Relationship Marketing, the core of enterprise marketing is to properly deal
with the relationship in the environment between individuals and organizations, what is also the key of success or failure for
enterprise. For the enterprise, it is activities of relational exchange that aims to establish development and maintain the relationship
between enterprise and relationship party or other stakeholders. It is the process of establish, develop and maintain relationships
between enterprise and its customers, distributors, dealers, suppliers and related organizations or individuals, also the process of
make both parties work together to create a relationship partner value, that all emphasis on both sides of the trading partners in the
mutual reciprocity and mutual benefit. Through the win-win exchange process, that will make relevant parties achieve their purpose.
For the relationship marketing research on how to improve the relationship between party value, maintenance relationship of interests,
but the relationship between enterprises with economic interests as the basis, and realize the mutual benefit relationship party is to
maintain the premise condition of inter-organizational relationship, not win-win trade relations between the enterprise is not for a
long time. Therefore, this study is based on the relationship between the party of the purchase, analysis of enterprise core
competitiveness and microcosmic environment brought about by the moment, risk and into force, power failure on purchase
influence.

Corresponding author.
Email: [email protected]
English edition copyright © ST. PLUM-BLOSSOM PRESS PTY LTD
DOI:10.5503/J.CL.2011.04.018
99
2 The Theoretical Framework of Relationship Marketing Based on Win-win
2.1 Win-win and purchase
The basic meaning of win-win is that the enterprise set up the idea "to win your own interests to ensure the other's interests" in
business operation. The so-called in trade both sides are not lost. There is a famous remark: "profitable business is not necessarily the
successful business, and the successful business is a mutually satisfactory deal." This is an accurate description of win-win
connotation. In the process of relationship marketing activities, the relationship subject in order to make their behavior develop
toward maintaining the common interests of both sides, they both take the good faith as the behavior standard, and integrate its
resources, and through effective cooperation to realize the balance of maximization between customer value and enterprise revenue,
to achieve the win-win of customers and enterprise, eventually promoting the formation of the purchase.
2.2 Analysis of enterprise microcosmic environment
The key of enterprise marketing activities success or failure is whether enterprise could adapt to the changing of marketing
environment or not. Practice proves that the survival of the fittest, therefore, enterprise must be always aware of investigating, testing
and analyzing of the marketing environment, and then confirm the marketing strategy and tactics. In the changing external
environmental of large system, the enterprise micro environment occupied an important position, it is the strength and factor that
directly restrict and influence enterprise marketing activities. The changes of the micro environment can bring threats and risks to
enterprise, and also can bring moments for enterprise to develop. Therefore, the enterprise must analyze micro environment, in order
to coordinate the relationship between enterprise and the party and promote the enterprise to realize the marketing goal.
The enterprise marketing micro environment is influenced directly by enterprise senior leader, business departments of marketing
activities, suppliers, intermediary organizations, the product market, competitors and the public who care for the enterprise marketing
activities, how to make full use of the role of the organization is the effective way to promote the enterprise marketing unfold
activities [1]. The enterprise with business microcosmic environment closely linked, directly affect the enterprise target market for
customer service ability and efficiency of the all kinds of participants[2]. It poses not only industry opportunities and threats these
relatively macro factors, but the more important moment of influence enterprise and risk.
Moment mean’s that in the process of things developing and transferring from quantity to quality, critical point is a kind of moment
that connected quantity transit to quality. In social practice and scientific theory study of men, grasping the opportunity that is to
master the key, hub and decisive link of the development or changes of things, having important meaning to realize qualitative
change and leaping of things smoothly and promote the development of things. In the changing of the micro environment, in order to
realize enterprise benefit maximization and customer value maximization, the enterprise and customers will look for the moment that
both sides agree to realize win-win, and finally promote the purchase through the effective cooperation.
Enterprise in the relationship marketing process not only should grasp the moment, at the same time avoid risk, no matter how to
define risk, but the basic core meaning is "the uncertainty or loss of the future result", also some people further define as "individual
and group in the future possibility of hurt and the possibility of judgment and cognitive".
Any marketing activities between enterprises will be accompanied by the existence of the risk, the risk does not necessarily mean that
the failure of the purchase, on the contrary, it is the foundation of relationship marketing. Enterprise only understands the marketing
activities, to understand the risk in the size of the risk and risk manageable and buy so successful. And know the degree of risk, the
higher the evasion of the higher the possibility, is the more likely to buy activities. If taking appropriate measures to make the
probability of damaging or loss can’t appear, or the wisdom cognitive, the rational judgment, and then taking timely and effective
preventive measures, so the risks may bring opportunity, thus further extended meaning, not just to avoid the risk, may also bring
proportion income, sometimes the greater the risk, the higher the return.
In a word, analyzing micro marketing environment factors of enterprise have significant relationship for the enterprise to make
marketing strategy, grasping the changing dynamic of the market demand, looking for the moment of the enterprise marketing,
avoiding risk timely, and creating a good marketing environment at the same time, making the enterprise marketing activities in
invincible position.
2.3 Analysis of enterprise core competitive
Scholars have different definition for Core Competence, but after arranging the existing literatures, most of them think that the
factors that influence Core Competence are enterprise resources factor, ability factor and environmental factor [3]. Wang Chunzheng
in the research of core competitiveness defined it as the ability of enterprises can be skills, assets and operating mechanism of organic
integration. As ability system, and Core Competence is the basic foundation for the enterprise to make the enterprise get long-term
stable competitive advantage [4].
Core Competence is an unique skill or technology that can make the enterprise provide clients with the special interests. Its
components are mainly in the following several aspects: "Enterprise core management ability", "Enterprise culture condensed ability",
"Enterprise strategic management ability", "Enterprise R&D ability", "Enterprise scale expansion ability" and "Enterprise core
marketing ability" and so on. For the specific enterprise, it is no necessary to own all the main elements, anyone of them can cultivate
to Core Competence of the enterprise.
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This paper argues that Core Competence is like the essence of species in nature for an enterprise (DNA), traits that is accumulated for
many years (we called this traits "into Force"), and only the species evolve constantly can survive and be luxuriant tenaciously in
nature, the same as an enterprise, gather essence into the kernel and form the core ability and continue to develop based on this core
ability. The success of the Apple company besides the accurate grasp of the consumption trend, having four Core Competence
(enterprise culture, product innovation, customer first and characteristic marketing) is the decisive factors of success. And the
combination of these four factors is more like the essence (DNA) of the Apple company, the essence (DNA) is the Into Force. The
opposite to into force is power failure, power failure is the same as the essence of species, but the effect of power failure is opposite
to that of into force, for an enterprise, it is the key internal factor that lead to the failure of the enterprise.
3 The Empirical Study of Relationship Marketing Based on Win-win
According to the research review, Chen Jingdong proposed that the moment and risk format by micro-environmental, and into force,
power failure format by the core competencies in his doctoral thesis [5]. Therefore, the win-win relationship between enterprises
which Moment, Risk, into force, power failure is taken by micro environment and core competencies have a promotion or inhibition
to the purchase. In this way, can form the following hypothesis:
Hypothesis 1: Moment has a positive significant effect on win-win
Hypothesis 2: Risk has a positive significant effect on win-win
Hypothesis 3: Into force has a positive significant effect on win-win
Hypothesis 4: Power failure has a positive significant effect on win-win
In this paper, the relationship between B2B companies as a research object. Relationship marketing research began on the
relationship between industrial enterprises in the study, and this relationship is also best embodies the inherent nature of relationship
marketing. Therefore, this paper selected the relationship between industrial enterprises as an object is to have clearer proof of the
results of this paper.
In this paper, we used statistical software SPSS13.0 the data standardization, and then consistency inspection and then LISREL
software analysis indicators for validity. Testing of 118 questionnaires was analyzed using SPSS13.0. (Figure 1)
e16
.23
.19
e1
1
x2
e2
.31
.19
1
x4
1
x5
e5
1
.27 e8
1
1
x8
e9
.25
.88
1
x10
e12 1
x11
.22
e13
e14
.67
Risk
y1
y2
.87
.89
.91
.25
.29
e15
1
1
1
e18 .28
y3
1.00
Win-win
. 90
x20
.24
.98
.92
x9
1
.26
.68
x6
x7
.27 e11
.71
.75
1
.23 e10
Moment
e17
.23 e7
.25
.68
x3
e4
.25 e6
.51
.82
1
e3
.20
x1
1
.23
into Force
.72
e19 .28
.71
.86
.75
Power Failure
x12
Figure 1 Relationship marketing model of non-standardized path estimates
Based on a first-order factors, structure factor measurement model at the level of reliability and validity, the model goodness of fit, as
well as the correlation between variables such as analysis of the problem, from the results of the analysis point of view, no matter
from which perspective, the survey data and models have a better fit between the degree of both. The following conceptual model of
this paper to further study the correlation between the degree of each variable, which is often speak of path analysis, as be shown in
Figure 1 and Table 1.
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Table 1 Structural Equation model of latent variable path coefficients between the estimation and hypothesis test results
The relationship between
Non-standardized
Standardized
variables
coefficient
coefficient
H1
Moment→Win-win
.725
H2
Risk→Win-win
H3
H4
Hypothesis
P
T
.422
*
2.537
.672
.441
*
3.746
Into force→Win-win
.887
.522
*
4.274
Power failure→Win-win
.720
.562
*
4.511
To sum up, the enterprises to develop the relationship marketing not only with their own restrictions, the more subject to external
restrictions, attention and research enterprise internal and external relationship marketing the change of environment, grasping the
trend of environmental changes, due to changes in the environment caused by recognition of the relationship between the adjustment
of the relationship between party level, it is the main duties of the relationship marketing personnel of one. In the process of
relationship marketing, the environment is not control factor, it is not beyond factors. Enterprise must according to own actual and
development trend, consciously analysis of the dynamic change the microcosmic environment, strengthen the core competitiveness
of the enterprise to search for and prevent may form the moments, risks into force and power failure, and grasping the moment and
into forth, and to deal with risks and power failure, to ensure that creating relationship value maximum in competition, to realize
win-win, and promoting the formation of the purchase. (Figure 2)
Moment
Risk
Win-win
Purchase
into Force
Power Failure
Figure 2 The Theory Framework of Relationship Marketing Based on Win-win
4 Conclusion
The article analysis enterprise's marketing Moment and Risk through the micro changes in the environment as the breakthrough point,
and analysis into Force and Power Failure through to the enterprise’ core competitive ability. Then, we built the relationship
marketing theory framework based on win-win. It gave a new perspective of the study of relationship marketing theory.
As an exploratory study, although we had successfully built up the framework of relationship marketing theory, the explanations of
these results should establish in the accurate understanding of the shortage. First of all, considering the paper’s essence is an
exploratory study, people still don’t agree with the concept of marketing moment, the theoretical analysis and empirical research is
very limited in domestic and overseas. Second, there are lots of topics which we should deep-going study, such as the study of
marketing moment and effective measure of the win-win situation. Therefore, it needs the researchers to keep hard working in this
field from the perspective of win-win to expand the theory research of relationship marketing.
References
[1]. Chang Tienan. Microscopic Environment On The Influence of The Enterprise Marketing Activities. Economic Tribune. 22
(2003) p47. (in Chinese)
[2]. Philip Kotler a, Wang Yonggui translation, Marketing Management (13 version). Shanghai: Gezhi Press & Shanghai People's
Press. 2009 p78-97. (in Chinese)
[3]. Hu Yajing. About The Core Competitiveness of the Review. China Business Trade. Journal 13 (2011) p239. (in Chinese)
102
[4]. Wang Chunzheng. The Research of Enterprise Core Competitiveness. Wuhan University. 2004 p3. (in Chinese)
[5]. Chen Jingdong. The Theoretical and Empirical Research of Customer Relationship Laminational Based On The Relationship
Value. Xi’an University of Technology. 2010 p104-121. (in Chinese)
103