进入90年代以来,以产品交易和营销组合为核心的传统营销学面临的挑战与日俱增,其理论的合理性和对实践的指导作用受到质疑。与此同时,有关关系营销的研究则如火如荼,引起人们的广泛重视。本文将分 Since the 90s of the 20th century, the challenges faced by the traditional marketing research centered on the product transaction and marketing mix have been increasing day by day. The rationality of the theory and the guiding role of the practice are questioned. At the same time, researches on relationship marketing are in full swing and arouse people's extensive attention. This article will be divided