论文部分内容阅读
自从1983年贝里(Berry)第一次提出关系营销这一重要概念以来,关系营销已成为市场营销理论不可或缺的一部分,正处于其生命周期的成熟期。在我国,关系营销概念也受到了越来越多的学者和企业家的关注。在工业品市场,因其所具有的一些特点,关系营销理念更为深入人心。本文对关系营销的演变、定义以及我国工业品企业如何实施关系营销战略等问题进行了较为深入的探讨
Since Berry first proposed the concept of relationship marketing in 1983, relational marketing has become an integral part of marketing theory and is at the maturity of its life cycle. In our country, the concept of relationship marketing has also attracted the attention of more and more scholars and entrepreneurs. In the industrial market, because of some of its characteristics, the relationship between marketing ideas more enjoys popular support. This article has carried on the thorough discussion to the evolution of the relational marketing, the definition as well as how our country industrial product enterprise carries out the relational marketing strategy and so on