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1、大连交通大学信息工程学院毕业设计(论文)外文翻译学生姓名黄福雯专业班级市场营销09—2班指导教师奚伟东职称 助教所在单位管理工程系市场营销教研室教研室主任 徐雯完成日期2013年4月19日大连交通大学信息工程学院2013届本科生毕业设计（论文）外文翻译Relationshipmarketingandservicemarketing:convergencepointofCultureDepartmentofvaluecreationABSTRACTUsingtherelationshipparadigmasatheoreticalframework,amanagementmode
2、lforculturalservices(relationshipmarketingofculturalorganizations)isproposed,whatisanunprecedentedcontributioninthemarketingfield.Bycombiningtwoconvergentperspectives–asrelationshipmarketingandservicesmarketing–,themodelisstructuredonthebasisoftwolargetypesofrelationshipsinthemanagementofacu
3、lturalorganization:instrumentalrelationshipsandgrouprelationships.Thepaperisanin-depthstudyofrelationshipsregardingperformingartsaudience.Atheoretical/empiricalapproachwasapplied,includingfacetofaceinterviewsto1005performingartsconsumersandtelephoneinterviewstoasampleof2005individualsinSpain
4、.Keywords:Culturalmarketingerformingartsservicesrelationshipmarketing1.INTRODUCTION:Themostrecentliteratureonmarketingmanagementisdemonstratingarevolutionarychangeinbothformandcontent,which,undoubtedly,willresultinseveralresearchprojectsintheshorttermaimedatsheddingsomelightonthisdilemma.Tra
5、ditionalmanagementmodelsandparadigmsdonotadapttotherequirementsofnewproducts,astherearemoreandmoreexceptionsandquestionsonthemodelsdevelopedsofar(LovelockandGummesson,2004;VargoandLush,2004).Inthiscomplexcontext,thispaperaimstomakeanin-depthstudyofthefieldofculturalservicesmanagementbyusingt
6、woconcurrentperspectives–relationshipmarketingandservicesmarketing–,inordertocontributetothedevelopmentofthenewmarketingdomain:culturalmarketing(Kotler,2005).Thisisafieldstillinitsdevelopmentphase,buthasprobablyfound,withthesenewtrends,therightmomenttogrowanddevelopmanagementstructuresandmod
7、elsthatmeetitsparticularrequirements.Fromtheverybeginning,contributionsmadetotheculturalsectorbythemarketingdisciplinehavebeenverydiverse.However,althoughtheyseemtohavecometoaconsensus10大连交通大学信息工程学院2013届本科生毕业设计（论文）外文翻译inthescientificworldabouttheid
