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Relationship marketing in Guanxi networks: A social network analysis study of Chinese construction small and medium-sized enterprises

机译：关系网络中的关系营销：中国建筑中小企业的社会网络分析研究

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摘要

Despite the significance of Guanxi networking as the integrated approach to relationship marketing in the Chinese business environment, there remains, however, a limited understanding of the structural and relational characteristics of these stakeholder networks, within which value is jointly created and shared. In this study, the value-adding ego-networks of the business owners in four Chinese construction small- and medium-sized enterprises (SMEs) are examined. The relationship between the business owner and six main stakeholder groups was identified, quantified, analyzed, and visualized using SNA. Relationships were measured according to the frequency of communication, the value of favour exchanges, and the amount of emotional investment in the relationship. Comparative SNA studies were conducted, focusing on ego-network density, tie strength, and prominence of key stakeholders. The findings highlighted the high degree of the structural and relational embeddedness in Chinese SMEs with Guanxi ties (both strong and weak) dominating the construction business-owners' network. They also underlined the prominence of the internal markets of multiskilled employees and business-development managers. Transactional ties, albeit a minority, also exist in the business owners' network, which confirms that both relational and transactional marketing coexist in the Chinese construction industry. The study draws managerial implications for entrepreneurial business owners and managers, and proposes directions for future research. (C) 2016 Elsevier Inc. All rights reserved.
机译：尽管关系网络作为在中国商业环境中进行关系营销的综合方法的重要性，但是，对于这些利益相关者网络的结构和关系特征的共同理解和共享价值仍然有限。在本研究中，研究了四个中国建筑中小企业（SME）中企业主的增值自我网络。使用SNA可以识别，量化，分析和可视化企业所有者和六个主要利益相关者群体之间的关系。关系是根据沟通的频率，互惠关系的价值以及对关系的情感投入量来衡量的。对SNA进行了比较研究，重点是自我网络密度，联系强度和主要利益相关者的突出地位。研究结果突显了在关系到建筑业所有者网络的中国中小企业中，具有高度关系和强关系的结构和关系嵌入度（强与弱）。他们还强调了多技能雇员和业务发展经理在内部市场上的突出地位。交易关系，尽管是少数，也存在于企业主的网络中，这证实了关系营销和交易营销在中国建筑业中共存。该研究对企业家企业主和经理产生了管理上的意义，并提出了未来研究的方向。 （C）2016 Elsevier Inc.保留所有权利。

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