在全球化的趨勢下，商業行為不再侷限於單一國家，跨國交流、合作逐漸成為常態，然而東西方文化的差異往往導致跨國企業管理績效的下滑。故本研究的目的便在於運用網絡觀點來探討跨文化情境中，企業該如何有效運用西方關係行銷與東方關係(guanxi)管理來發展事業。本研究整理過去東方與西方的關係管理以及網絡觀點作為討論基礎，並採用質性研究方法中的個案研究法，透過初級資料與次級資料的蒐集與分析來探討處在跨文化情境以及面對網絡間相互影響作用，個案公司是如何設計相關活動流程，並有效運用東西方關係來創造網絡中參與者的互動，使公司得以發展。本研究得到的研究發現包含: 首先，透過網絡觀點，於東西方關係管理整合架構中加入目標界定與資源盤點步驟，將有助於在跨文化情境中的關係管理；接著，以網絡觀點分析之，將可以發現東西方關係的運用過程中，將會產生互補、衝突與移轉作用，使得跨文化情境中一間企業的資源組合更為靈活。最後，本研究提出在跨文化情境中的東西方關係整合模型及對實務界的建議，以期將本研究論點應用於其他產業。

The trend of globalization caused the frequency of international B2B activities to increase. There are not clear national boundaries among transnational business. However, the cultural differences between western and eastern countries lowered the managerial performance of those transnational companies. In this research, we tried to provide an integrated model of western and eastern relationship management for those companies which are doing business under a cross cultural context. Based on the review of relationship marketing and guanxi theories respectively, integrated model, and network perspective., this research conducted a qualitative case study on a study tour agency. There are two findings. First, to apply a network perspective, we suggest adding objective setting and resource checking into previous integrated model. Second, by observing those practices of integrated model, it concludes complementation, conflict and shifting between relationship and guanxi. In this research, we not only developed an integrated model which will fit in cross cultural context but also give suggestions of practical implication which can be applicable to other companies in similar circumstances.

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