This　thesis　argues　that　there　are　some　reciprocity　factors　in　relationship　marketing.　Three　kinds　of　reciprocity　theories　can　be　applied　to　the　crucial　step　in　the　formation　of　relationship　marketing.　They　are　positive　reciprocity,　instrumental　reciprocity　and　strong　reciprocity.　Basis　on　these　theories　we　get　follow　suggestions:　(1).Fostering　positive　reciprocity　relationship,　Shunning　or　weaken　negative　reciprocity　relationship　is　the　first　vital　suggest　to　marketers;　(2).　To　enhance　the　positive　reciprocity　effect　in　time　horizon,　based　on　instrumental　reciprocity　theory,　marketer　should　base　on　long　term　marketing　plan　instead　of　short　term.　(3).　To　enhance　the　positive　reciprocity　effect　in　macro　context,　strong　reciprocity　such　as　industry　self-discipline　and　third　party　punishment　such　as　intervention　of　government　are　the　third　vital　suggestion　to　marketers.