A Relationship Hierarchy Structural Fuzzy ANP model to explore development of marketing strategic alliances

摘要

This study applied relationship life cycle concept and separated two stages including relationship development and relationship maintenance to derivate influence factors in each stage based on relative literature for relationship development. This study proposed a model which called “Relationship Hierarchy Structural Fuzzy ANP Model”, and apply this model to investigate and compare interaction, influence, and importance of different factors cross-stage for marketing strategic alliance relationship development in the telecommunications industry. According to research results, we provide relationship management strategies for managers of telecommunication companies. The cross-stage influence factors of marketing strategic alliance development have correlation and interaction through examination by utilizing our model, and further the importance of influence factors will change when their interaction considered.