摘要
大型客机的制造和研发是一个国家产业技术水平的重要标志，也是一个国家
综合实力的重要体现。随着客户个性化需求的愈演愈烈，大型客机的制造越来越
趋向于模块化，主制造商—供应商模式正逐渐成为大型客机制造企业的基本模
式。与此同时，价值链也伴随着生产模式的改变发生裂变，价值单元进行重组，
并逐渐演变为价值网络。传统的营销模式已经难以适应大型客机主制造商的发展
需求，关系营销模式应运而生

本文研究的内容有四部分：一是对关系营销模式的相关理论进行了较为系统
全面的整理，并结合价值网等理论的横向比较，揭示出关系营销模式的本质，为
研究奠定了理论基础；二是通过研究得到了大型客机市场格局的演变规律，并结
合大型客机的产业链及其发展历程，分析了关系营销的发展现状，为研究奠定了
现实基础。三是通过理论分析和现实总结，推导出了大型客机主制造商的三种关
系营销模式。四是运用基于区间模糊数的 DEMATEL-TOPSIS 方法，以中国商飞
为例进行了案例研究

通过理论梳理和现实分析，本文主要得到了以下研究成果：一是通过多种理
论横向对比分析，挖掘关系营销模式的本质，即企业为了实现营销价值，与其他
利益相关者建立起一种长期稳定、互惠共赢关系的营销活动的规范；二是通过分
析关系营销网络的演变与形成的机制，推导出大型客机主制造商的关系营销模
式；三是将基于区间模糊数的 DEMATEL—TOPSIS 方法运用到关系营销模式的
选择中，并以商飞为案例进行了验证。通过研究，更加明确了关系营销模式的内
涵与实质，推导出了大型客机主制造商关系营销模式的三种类型，并以中国商飞
为例，对关系营销模式的选择与应用实践验证，不仅丰富了关系营销模式的研究
成果，也为大型客机主制造商关系营销模式的应用提供了研究思路

关键词：大型客机；主制造商；关系营销模式II
Abstract
The research and development of large aircraft manufacturing is not only an
important symbol of national industrial technology level, but also an important
manifestation of country&39;s comprehensive strength. With the increasing demand of
customers, the manufacture of large passenger aircraft tends to be more and more
modular, and the main manufacturer-supplier model is becoming the basic model of
large aircraft manufacturing enterprises. Meanwhile, the value chain also changes
with the change of production mode; the value unit is reorganized, and gradually
evolved into value network. The traditional marketing model has been difficult to
adapt to the development needs of large aircraft manufacturers, the relationship
marketing mode came into being.
The contents of this paper are four parts as follows: First, the theory of the
relationship marketing mode is fully collated. And the horizontal comparison of the
theory of value networks reveals the nature of the relationship marketing mode, that
laid the theoretical foundation for the study; Second, the evolution pattern of the large
passenger aircraft market structure is obtained, and the development of the
relationship marketing is analyzed according to the industrial chain of the large
passenger aircraft, that laid a solid foundation for the study. Then, through the
theoretical derivation and practical summary, three relationship marketing modes of
major aircraft manufacturer is derived. Finally, COMAC is taking as a case study by
using DEMATEL-TOPSIS based on fuzzy number,
Through theoretical analysis and practical analysis, this paper has obtained the
research results as follows: First, through comparative analysis of theories, the
essence of relationship marketing model is excavated : enterprises try to establish a
long-term stability, and win-win relationship with other stakeholders, in order to
realize the value of marketing; Second, the relationship marketing modes for major
aircraft manufacturers is deduced by the analysis of the evolution and formation of
relationship marketing network; Third, the DEMATEL - TOPSIS method based on
interval fuzzy number is applied to the choose of the relationship marketing modes.III
Through the research, the connotation and essence of relationship marketing mode is
explained clearly. And three types of relationship marketing modes is deduced,
choose and application of relationship marketing mode is verified by the case study of
COMAC, combining theory with practice. The study not only enriches the research of
relationship marketing mode, but also provides ideas for the application of the
relationship marketing mode of main manufacturers.
Keywords: Large Passenger Aircraft; Main Manufacturer; Relationship
Marketing ModeIV
目 录
摘要.... I
Abstract..II
第一章 绪论....69
1.1 研究背景与意义........69
1.1.1 研究的背景......69
1.1.2 研究的意义......70
1.2 国内外文献综述........71
1.2.1 关系营销模式的文献综述......71
1.2.2 供应链合作关系的文献综述..75
1.2.3 大型客机主制造商关系营销的文献综述......76
1.3 研究内容与研究方法79
1.3.1 研究内容..........79
1.3.2 研究方法..........80
1.4 本文的创新点81
第二章 概念的界定与理论基础........82
2.1 概念的界定....82
2.1.1 大型客机主制造商概念的界定..........82
2.1.2 关系营销模式概念的界定......82
2.2 理论基础........83
2.2.1 信任—承诺理论..........83
2.2.2 六市场模型理论..........83
2.2.3 价值网理论......84
2.2.4 生命周期理论..85
第三章 大型客机主制造商关系营销的演变和发展现状....86
3.1 大型客机制造业的特点与市场格局的演变86
3.1.1 大型客机制造业的特点..........86
3.1.2 大型客机市场格局的演变......87
3.2 大型客机主制造商的关系营销的演变........88V
3.2.1 大型客机主制造商关系营销的主要参与者..88
3.2.2 大型客机主制造商关系营销的演变过程分析..........89
3.2.3 大型客机主制造商的关系营销网络的形成..90
3.3 大型客机主制造商关系营销的现状分析....91
3.3.1 主制造商与供应商的关系营销现状...........
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