21世纪以来 ,企业营销环境更加动态化。随着关系营销理论的提出及其发展 ,顾客关系成为业界和学界关注的焦点。如何在动态环境下 ,通过学习来实施顾客关系营销 ,无疑成为企业保持竞争优势的重要源泉。通过树立学习型文化观念、构建新型营销组织、提高顾客关系学习能力以及对顾客关系营销的学习绩效进行有效评估等演绎路径 ,可以有效实施顾客关系营销 ,为企业实现长期目标打下基础。 Since the 21st century, the marketing environment of enterprises has become more dynamic. With the introduction and development of relationship marketing theory, customer relationship has become the focus of the industry and academia. How to implement customer relationship marketing through learning in a dynamic environment will undoubtedly become an important source for enterprises to maintain their competitive advantage. By establishing a learning culture concept, building a new marketing organization, improving the customer relationship learning ability and effectively evaluating the learning performance of customer relationship marketing, the customer relationship marketing can be effectively implemented and laid the foundation for enterprises to achieve long-term goals.