The 4R Theory and Empirical Study Based on Relationship Value

At present, people's focus has shifted from the demand purchase to the value investments. The value becomes soul of marketing, which makes marketing research to be launched around the value. Through the introducing important intermediary of the relationship levels and related-party fit, discussing interaction among 4R, the relationship levels and related-party fit, so as to upgrade relationship value--4R and the relationship value have been dovetailed--this paper proposes the 4R theoretical models based on the relationship value. In order to more powerful prove the 4R to relationship value's upgrading, the paper selects mobile communications companies to build structural equation, and validates 4R theoretical models, which provides theoretical basis and decision-making guidance for marketing activities of enterprises, especially mobile communications companies at this stage.