Abstract: The nature of relationship marketing orientation is to establish relationship, acquire resources and develop value activities for innovation. Relationship marketing orientation connection with the business model in innovation internal and external relations, reshape the value proposition, implement the overall synergy, the core value between two fit well or relate to each other. Based on the Network Location Theory and Enterprise Interior Ability theory, this paper explores the effect of network structure and cross-functional integration between relationship marketing orientation and business model innovation. Research conclusion shows that the relationship marketing orientation impacts on network structure, cross-functional integration and business model innovation positively, network structure and cross-functional integration played a partial intermediary role between relationship marketing orientation and business model innovation.

摘要： 关系营销导向的本质就是关系的建立发展、市场资源获取和价值活动创新的集合。关系营销导向与商业模式创新在联结内外部关系，重塑价值主张，实现整体协同价值等方面存在着很大程度的契合度或关联性。基于网络位置理论与企业内部能力理论，本文研究网络结构和跨职能整合在关系营销导向与企业商业模式创新之间的影响作用。研究表明，关系营销导向对网络结构、跨职能整合和商业模式创新均存在正面影响，网络结构和跨职能整合在关系营销导向与商业模式创新之间起到了部分中介作用。