The Chinese social culture and relationship building - The example of bicycle industry in Taiwan.

• Main Authors: Hsih Chiu, 邱喜
• Other Authors: Bruce C. Y. Lee
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/69086455447064577051

碩士 === 輔仁大學 === 國際經營管理碩士學位學程 === 101 === The Chinese way of keeping the relationship is through banquette; feast and drinking, this can be traced all way back in the history and are the deep parts of the long Chinese culture. These are so called “the Chinese social culture”. To do business you need to be at the banquette, no doing business you need to be at the banquette even more, you can say the social culture of Chinese is basically the banquette culture. The purpose of business social culture is to reinforce the relationship between each party, and the importance of relationship is among the living experience of all Chinese. We may hear Chinese people said, if you have strong relationship, you will be just fine, if you don’t have relationship, you better get one. To have good relationship can sometimes be very helpful in the business relationship above and below, that is why in today’s business culture, and business banquette is no doubt the perfect lubrication for the business relationship. In the field of marketing there are many researches on relationship building and relationship quality, but never has a study focused on the actual tool of relationship marketing. Business social culture become the intermediation of establish cooperate relationship; there still very few case studies about this topic. Thus this research is studying the KMV model of the relationship’s quality in combination of the business social culture and relationship marketing, build up the hypotheses of targeting the relevant variables by using the questionnaires specifically in the bicycle industry and tend to figure out whether the business social culture can provide positive affection to the benefit of relationship and communication during the relationship building process. This research result shows that frequency of business social culture has positive affection to the benefit of relationship but not too oblivious to the communication, and for the benefit of relationship communication and trust will positive affect commitment, put on another word, business social culture able to affect the quality of relationship, but is not necessary. These days facing the impact of globalization, more aggressive in the market competition, the entrepreneur need to face the pressure of serving in the market; if the products or service are not good enough to compete with rivals, even to build the strong relationship has no value, on the other hand, if the products; quality of service or even the price are very competitive with the opponents, the good business relationship can bring positive effect to the cooperate competition. Business social culture as the intermediation lubrication for the Chinese culture, it has it’s affection, but the business owners should also realize that no matter business dinner, banquette, or even business golf, these are just to create the chance for people to get to know others better, realizing the purpose behind business social culture and evaluating the affection of social business banquette and properly use the cooperate resources.