本文从文化与营销的关系的出发,在分析华人关系主义文化的基础上,对关系主义文化如何影响华人的消费行为进行了初步概括,并从消费者行为学理论“态度—行为模型”的本土化修正、本土化的关系主义文化营销方法以及关系主义文化对西方国家跨文化营销的启示等三个方面探讨了华人关系主义文化对营销理论及营销活动的影响和启示。 Based on the analysis of the culture of Chinese relationism, this article gives a tentative summary of how the influence of the relational culture affects the Chinese consumer behavior. From the perspective of consumer behavior theory, “Attitude-Behavior Model” The influence and enlightenment of Chinese relational culture on marketing theory and marketing activities from three aspects: the revision of local culture, the marketing culture of correlative culture and the inspiration of cross-cultural marketing of western countries.