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如今,“关系营销”一词频繁“光顾”市场营销学研究领域,与“客户关系管理”、“整合营销传播”等一起成为一些营销人员的时髦用语,引领营销新时尚。有人预言,21世纪是“关系营销”的时代。 “关系营销”理论认为市场营销是企业与客户、竞争者、政府机构等一系列营销对象发生互动作用的过程,是一切管理企业市场关系的活动,是识别、建立、维护和巩固企业顾客及其他利益关系的活动。
Today, the term “relationship marketing” frequently “patronizes” areas of marketing research, along with “customer relationship management”, “integrated marketing communications” together as a marketer of some fashionable terms, leading the marketing of new fashion. Some people predict that the 21st century is the era of “relationship marketing.” According to the theory of relationship marketing, marketing is a process of interaction between a series of marketing objects such as customers, competitors and government agencies. It is all activities that manage the market relations of enterprises, and is to identify, establish, maintain and consolidate business customers and others Interests activities.