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读过河南作家李佩甫的小说《羊的门》的人,想必对书中那个能呼风唤雨、40年不倒、“只有成功没有失败”的主人公形象——呼天成(呼伯)留有深刻的印象,他的成功源于他40年来从乡到县、到省城乃至首都苦心编织的巨大的关系网,源于他苦心经营的“人场”。这是一个极具典型意义的形象。一位旅居海外的朋友向我推荐了这本书,而我几乎是手不释卷地一口气将其读完,感慨良久,由此想到了今天市场经济中的“关系营销学”。国人对“关系”的敏感自是不言而喻,但多半是基于一种“庸俗关系学”意义上的理解。这里要探讨的是西方营销理论中的“关系营销学”与构筑营销网络的关系,从而尝试理出一条可以更牢固地维系营销网络的脉络来。
People who have read the novel “The Gate of the Sheep” by Henan writer Li Peifu must have left a deep impression on the image of the protagonist, Hu Tian-bian (Hu Bo), who can handle all aspects of the story for 40 years without any failure. His success stems from his great network of 40 years from town to county to the capital city and even the capital, and stems from the “field” where he painstakingly pursues. This is a very typical image. A friend living abroad recommended this book to me, and I almost finished my breath with my hand and felt a long time with emotion, thus thinking of “Relationship Marketing” in today's market economy. People's sensitivity to “relationship ” is self-evident, but mostly based on the understanding of a “vulgar relationship”. Here to explore is the relationship between Western marketing theory “marketing and marketing ” and build a marketing network in order to try to come up with a context that can more firmly maintain the marketing network.