【正文】 lt its business around OEM customers (Webster Jr., 2000). Consequently developing relationships with resellers is also an important part of RM effort in　marketing strategy process. The relationship between manufacturer, reseller and consumer as shown below is a threeway relationship.In such a context, the manufacturer and reseller are in a partnership relationship that includes petition and conflict (Webster Jr., 2000). Both manufacturer and reseller deliver value to consumer. In this threeway relation, the quality of relationship for any single player depends on the quality and strength of relationship between the other two.Other authors have noted multiple uses of the term RM (Brodie et. Al, 1997). They suggested RM be applied at four levels. At the first level, RM is a technologybased tool of database marketing. At a second level, RM focuses on relationships between businesses and its customers with an emphasis of customer retention. At a third level, RM is a form of ‘customer partnering’ with buyers cooperatively involved in the design of the product or service offering. At a fourth and broadest level, RM was seen as incorporating everything from databases to personalized services, loyalty programs, brand loyalty, internal marketing, personal/social relationships and strategic alliances.A number of terms have been used as substitutes for relationship marketing or to describe similar concepts (Buttle, 1996). These include direct marketing, database marketing, customer relationship management, data driven marketing, micromarketing, onetoone marketing, loyalty based marketing, segment of one marketing, customer partnering, dialogue marketing and interactive marketing. All this suggests that RM is also an umbrella philosophy for relational approaches in marketing. To succeed in RM, a pany must have both a flow of new customers and there must be a restriction on customers exiting (Leaky Bucket Theory). Though RM has a dual focus on both acquisition and retention strategies, it is retention strategies that are given more prominence. It has been proposed that dual benefits of customer retention (Buttle, 1996) are: (a) existing customers are less expensive to retain than to recruit, (b) securing a customer’s loyalty over time produces superior profits. Acquisition costs include (1) personal selling (2) mission payments (3) direct costs and indirect costs of detailed information gathering (4) supply of equipment (5) advertising and other munications expenditure.Different models are suggested in literature for different relational stages in RM. One model (Dwyer, 1987) suggests that the stages are – Awareness, Exploration, Expansion, Commitment. A second model (Payne, 1995) suggests that the stages are – Prospects, Customers, Clients, Advocates, Members, Partners. A third model (Kotler, 1997) suggests that the stages are – Suspects, Prospects, First time customers, Repeat customers, Clients, Advocates, Members, Partners.There must be two characteristics present for an exchange situation to be described as a relationship (Barnes and Howlett, 1998). These are: (1) the relationship is mutually perceived to exist and is acknowledged as such by both parties, (2) the relationship goes beyond occasional contact and is recognized as having some special status. Inclusion of ‘status recognition in a relationship’ puts a doubt whether a relationship could be developed with for example a local supermarket. The existence of special status is less obvious in consumer markets.Three characteristics are important for customers to desire continuity with the same provider. These are variability, plexity, involvement (Berry, 1995). The author says that relationship marketing occurs at three levels. Level one relationship marketing relies primarily on pricing incentives to secure customers’ loyalty. However the sustainability of petitive advantage is minimal on this level one, as pricing moves can be matched quickly. Level two relationship marketing relies primarily on social bonds, though pricing is still a vital element. This involves personalization and customization of the relationship. Level three relationship marketing relies on structural solutions to customer problems, such as Federal Express providing puter terminals in offices of high volume customers.From the above discussion, for the purpose of this paper, RM is defined as the identification, establishment, maintenance, enhancement, modification and termination of relationships with customers / consumers to create value for customers and profit for organization by a series of ongoing exchanges that have both a history and a future. Such exchanges are called relational exchanges. 關(guān)系營銷的本質(zhì)關(guān)系營銷的核心是交換，即交換所涉及的各方利潤。概念的交流，它適用于關(guān)系營銷可以在從交易成本的分析方法或社會交換理論的方法。交易被區(qū)分為離散的交易和關(guān)系的交易。關(guān)系合同的法律管轄關(guān)系的交易。在古典合同法的管轄方的離散交易的身份是不相關(guān)的，但是這是不正確的關(guān)系營銷。在關(guān)系的協(xié)議，承包基準(zhǔn)點變化（如在古典合同法），對關(guān)系本身而言，因為它已經(jīng)發(fā)展了一段時間?？赡苁牵部赡懿皇亲畛醯膮f(xié)議，即便是，對于它也缺乏最初的定義。在關(guān)系型交易中，隨著關(guān)系變得越來越強，當(dāng)事人之間的合同差距也減小，交易頻率次數(shù)影響交易（折扣作為?？停┑臈l款。對于持久的交易和特定的投資的程度，要在所承諾的時間和交易雙方關(guān)系強度下，必須快速的給予和接受。交易專用性投資（實物資本和人力資本）就會使信任成為主要的影響因素。這種非特異性交易影響交易市場和沒有非特異性關(guān)系營銷的理念將繼續(xù)保留（威廉姆森 1979）。威廉姆森所理解的關(guān)系交易已經(jīng)被廣泛的推廣（安德森和韋茨 1992），通過假定當(dāng)特殊的投資是由交換各方彼此還有更強的承諾關(guān)系。在一個關(guān)系集合的理解隨著時間的推移（隱含的合同）更加具有影響力。排他性向?qū)Ψ揭脖灰暈橐粋€承諾的信號。進一步二分體的關(guān)系面臨來自一個具有獨特視角的強大買家面對大量小供應(yīng)商的檢驗（海德和約翰 1992）。它已經(jīng)表明，關(guān)系規(guī)范在做作為治理機制以防止投機行為在交易專用性資產(chǎn)的存在起到一定的作用。它也表明,對于關(guān)系之間的一對強大的供應(yīng)商和大量小買家關(guān)系規(guī)范不扮演重要角色（伯松 皮埃爾 阿爾 2003）。喬治?霍曼斯（喬治?霍曼斯 ,1961）最早提出社會交換理論。他說,交流雙方之間發(fā)生的商品和服務(wù)是理性的實體行為都是為了自身利益,誰將執(zhí)行基于獎勵和社會行動的成本。商品和服務(wù)的交換發(fā)生不僅要錢,還等非貨幣性福利的愛,尊重,愛和批準(zhǔn)。這樣的交流是社會交往。社會交往幾乎總是包含一個元素的權(quán)力,允許一方做它想做的活動。社會交往涉及交互,交互發(fā)生在一個人發(fā)出的一個活動是由一個活動獎勵(或懲罰)發(fā)出的另一個人。社會交往尊重的情緒。情緒是人的態(tài)度和感受一方需要向另一方跡象。這種社會交換理論（喬治?霍曼斯 1961）借鑒行為心理學(xué)和經(jīng)濟學(xué)基礎(chǔ)的學(xué)科中提出社會交換的原則。行為心理學(xué)決定當(dāng)前的行動基于過去的歷史行為/動作?；窘?jīng)濟學(xué)決定當(dāng)前行動基于未來的利潤。很難平衡這兩個方向。關(guān)系仍然是建立在未來的承諾，也取決于過去的行為。在研究關(guān)系營銷，無論是交易成本分析和社會交換理論概念可以用來解釋和概念化的關(guān)系營銷范式。關(guān)系營銷是指一系列已在產(chǎn)品和服務(wù)的市場和消費者以及企業(yè)對企業(yè)部門的發(fā)展在過去幾十年的‘關(guān)系型戰(zhàn)略’ 。再營銷的前身轉(zhuǎn)向工業(yè)營銷和服務(wù)營銷。在營銷世界里，發(fā)現(xiàn)再營銷已成為明顯的戰(zhàn)略優(yōu)勢，可以不再單獨的依靠產(chǎn)品特性和共同的利潤聯(lián)系滿足現(xiàn)有的客戶（約翰?伊根 2001）。作為對比，以交易營銷關(guān)系營銷涉及到追溯至以前的協(xié)議關(guān)系的交流。有四種類型的買賣雙方關(guān)系 雙邊關(guān)系，賣家維護關(guān)系，買方保持關(guān)系，