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关系营销经过二十多年的发展,研究重点逐渐发展到顾客价值的创造与分配问题。顾客价值的价值链管理越来越受到重视,成为关系营销研究中的一个热点和重点。本文从关系营销的起源、内涵及外延等方面对关系营销的理论进行了梳理和述评,详细研究了我国企业关系营销的现状、以及存在的问题之后,提出相应的完善对策。
After more than twenty years of relationship marketing, research focuses on the gradual development of customer value creation and distribution. The value chain management of customer value has drawn more and more attention and has become a hot and important point in the research of relationship marketing. This paper reviews and comments on the theory of relationship marketing from the aspects of the origin, connotation and extension of relationship marketing. After a detailed study of the status quo and the existing problems of the relationship marketing in China, this paper puts forward the corresponding countermeasures.