现代市场营销正从交易营销过渡到关系营销。传统营销的核心是交易,企业通过诱使对方发生交易从中获利;而关系营销的核心是关系,企业通过与客户建立良好的互惠合作关系从中获利。有效的关系营销十分依赖诸如网络、计算机数据库等信息技术,这些数据库能够记录客户的偏好、价格选择和生活习惯。网络虚拟社区就是建立和维护客户关系的有力工具。 Modern marketing is moving from transactional marketing to relationship marketing. The core of traditional marketing is trading. Enterprises make money by inducing each other to make transactions. The core of relationship marketing is relationship, and enterprises benefit from establishing good reciprocity and cooperation with customers. Effective relationship marketing relies heavily on information technologies such as web and computer databases that record customer preferences, pricing choices, and lifestyle. Network virtual community is a powerful tool to establish and maintain customer relationships.