NATUREOFRELATIONSHIPMARKETING关系营销的本质大学毕业论文外文文献翻译及原文Word格式.docx

NATUREOFRELATIONSHIPMARKETING关系营销的本质大学毕业论文外文文献翻译及原文Word格式.docx

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外文文献翻译

文献、资料中文题目：

关系营销的本质

文献、资料英文题目：

NATUREOFRELATIONSHIPMARKETING

文献、资料来源：

文献、资料发表（出版）日期：

院（部）：

专业：

市场营销

班级：

姓名：

学号：

指导教师：

翻译日期：

2017.02.14

毕业设计（论文）外文翻译资料

论文题目：

A.O.史密斯的营销战略研究

译文题目：

RoleofRelationshipMarketing

inCompetitiveMarketingStrategy

关系营销在竞争中的营销策略

Atthecoreofrelationshipmarketingisexchange,thatisprofitabletopartiesinvolvedintheexchange.Theconceptofexchangesasitappliestorelationshipmarketingcanbeviewedatfromeitheratransactioncostanalysisapproachorasocialexchangetheoryapproach.

Transactionsaredistinguishedintodiscretetransactionsandrelationaltransactions.Relationalcontractlawgovernsrelationaltransactions.Inclassicalcontractlawthatgovernsdiscretetransactionsidentityofpartiesisnotrelevant;

howeverthisisnottrueinrelationshipmarketing.Inrelationalcontractingthereferencepointshiftsfromtheagreement（asinclassicalcontractlaw）,totherelationitselfasithasdevelopedovertime.Theremightbeormightnotbeanoriginalagreementandifthereis,theremaynotbeanygreatdeferencetoit.Inarelationaltransaction,thecontractualgapsbetweenpartiesarereduced,astherelationbecomesstrongerandstronger.Thefrequencywithwhichtransactionsrecurinfluencethetermsofthetransaction（discountsasinfrequentflyer）.Thedegreetowhichdurabletransactionspecificinvestmentsareincurreddeterminetherapidityofcommitmentgivenandreceived,thetimeperiodofcommitmentandtheintensityoftherelationbetweentwoparties.Transactionspecificinvestments（assetspecificityinphysicalcapitalandhumancapital）leadstorelationalexchangeswheretrustisaprimemoderator.Assuchnon-specificexchangesleadstotransactionmarketingandforexchangesthatarenotnon-specifictheconceptofRelationshipmarketingwillhold（Williamson,1979）.TheWilliamsonianapproachtounderstandrelationalcontractinghasbeenaugmented（AndersonandWeitz,1992）,bypostulatingthatwheneveridiosyncraticinvestmentsaremadebytheexchangingpartiesinoneanotherthenthereisastrongercommitmenttotherelationship.Inarelationshipthesetofunderstandingsthathasgrownupovertime（theimplicitcontract）ismoreinfluential.Exclusivitytotheotherpartyisalsoseenasasignalofcommitment.Furthertherelationshipdyadhasbeenexaminedfromperspectiveofastrongbuyerfacingalargenumberofsmallsuppliers（HeideandJohn,1992）.Ithasbeenshownthatrelationalnormsdoplayaroleinservingasagovernancemechanismtosafeguardagainstopportunisticbehaviorinthepresenceoftransactionspecificassets.Ithasalsobeenshownthatincaseofarelationshipdyadbetweenastrongsupplierandalargenumberofsmallbuyersrelationalnormsdonotplayasignificantrole（Berthon,Pierreet.Al,2003）

GeorgeHomans（GeorgeHomans,1961）firstproposedsocialexchangetheory.Hesaidthatexchangesofgoodsandservicestakeplacebetweentwopartieswhoarerationalentitiesactingintheirownself-interestandwhowillperformsocialactionbasedonrewardsandcosts.Theexchangeofgoodsandservicestakeplacenotonlyformoneybutalsofornon-monetarybenefitssuchaslove,esteem,affectionandapproval.Suchexchangesaresocialexchanges.Socialexchangesalmostalwaysinvolveanelementofpower,allowingonepartytodoactivitiesthewayitwantstodo.Socialexchangesinvolvesinteraction;

interactionoccurswhenanactivity　emittedbyonemanisrewarded（orpunished）byanactivityemittedbyanotherman.Socialexchangesrespectsentiment;

sentimentsaresignsoftheattitudesandfeelingsapartytakestowardsanotherparty.Thissocialexchangetheory（GeorgeHomans,1961）drawsonthedisciplinesofbehavioralpsychologyandelementaryeconomicsinproposingtheprinciplesofsocialexchange.Behavioralpsychologydecidesoncurrentactionsbasedonpasthistoryofbehavior/actions.Elementaryeconomicsdecidesoncurrentactionbasedonfuturestreamofprofits.Itisdifficulttobalancethesetwodirections.Furtherelementaryeconomicsassumeperfectmarkets.Relationshipmarketingsituationsarefarfromperfect.Alsorelationshipsarebuiltonfuturepromisesasmuchasonpastbehavior.Instudyingrelationshipmarketing,boththetransactioncostanalysisandsocialexchangetheoryconceptscanbeusedtoexplainand　conceptualizerelationship-marketingparadigms.

Relationshipmarketingreferstoawiderangeof‘relationshiptypestrategies’thathavedevelopedoverthepastfewdecadesinproductaswellasservicemarketsandinconsumeraswellasbusinesstobusinesssectors.TheantecedentsofRMgotoIndustrialmarketingandServicesmarketing.RMfoundreadyacceptanceinamarketi