目前,我们普遍接受的市场营销观念基本上是交易市场营销(Transactional Marketing)的观念,它的实质是卖方提供一种商品或服务以向买方换取货币,实现商品价值,是“买卖双方价值的交换”。在交易市场营销观念中,企业与顾客之间是一种纯粹的交易关系,双方的接触只是在交易过程中,我卖你买,交易完成后双方不再保持其他关系和往来。企业运用产品、价格、渠道、促销等各种营销要素及其纽合的直接目的,就是影响、劝说购买决策人,以达成交易,实现购买。只要达到这一目的,其他都变得不重要。显而易 At present, the concept of marketing that we generally accept is basically the concept of transactional marketing. The essence of it is that the seller provides a commodity or service to exchange money with the buyer to realize the value of the commodity. It is the value of the buyer and the seller. exchange". In the concept of transaction marketing, there is a pure trading relationship between the enterprise and the customer. The contact between the two parties is only during the transaction process. I sell you and buy it. After the transaction is completed, the two parties no longer maintain other relationships and contacts. The direct purpose of the use of various marketing elements, such as products, prices, channels, and promotions, and their nuances, is to influence and persuade purchasers to reach a deal and achieve purchase. As long as this goal is achieved, everything else becomes unimportant. Obvious and easy