The Marketing Moment Theory and Empirical Research Based on Relationship Value

Abstract

Under the conditions of mutual benefit and win-win situation, the relationship gradation between the increasingly become increasingly evident, with differentiation as the core of marketing theory in no longer enough to help today's companies to take marketing opportunities. In this paper, Relationship Gradation-centric is the core of understanding relationship value, we proposed the marketing moment theoretical framework based on the relationship value in this based, effectively combined the marketing moment, relationship gradation, relationship fit and relationship value theory, then verified the relationship between them through empirical, improved the theoretical framework, pointed out the new direction to seek marketing moment for modern enterprise.