Abstract
The article is dedicated to exploring the Chinese business model of guanxi marketing. Relationship marketing and the Chinese guanxi marketing model manifest in social network structures, resource regulation, and dynamics, making them interconnected but with limited compatibility. This article provides a systematic exposition of the guanxi concept and introduces the theory of «differential mode of association» (chaxugeju) proposed by Chinese sociologist Fei Xiaotong and the major schools of research on guanxi marketing. Comparisons are also made between Western and Chinese approaches to relationship marketing and guanxi marketing. For foreign entrepreneurs and marketers aiming to
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