从营销的本质概念“交换”来说,其内涵就是要研究围绕交换活动而发生、变化的各种关系;其中最主要的是公司与顾客的关系,同时也包括公司与竞争者、供应商、政府的关系以及公司内部的关系。这些关系的建立、维持与推进,都会在很大程度上影响企业的营销能否成功,影响企业营销效益 From the concept of “exchange” of marketing, its connotation is to study the various relationships that occur and change around the exchange activities. The most important thing is the relationship between the company and its customers, as well as the relationship between the company and its competitors, suppliers, The relationship between the government and the company's internal relations. The establishment, maintenance and promotion of these relations will greatly affect the success of the enterprise's marketing and affect the marketing effectiveness of the enterprise