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关系营销理论是20世纪90年代逐步流行的营销理念,并对营销管理学派形成了强有力的挑战。关系营销不再像传统的交易营销那样,追求每次交易利益的最大化,而更看重长远的、整体利益的最大化,实施关系营销的企业会和顾客、供应商、分销商之间建立起长期的、彼此信任的互利关系,和竞争者之间形成一种互利共存的关系。由此可见“关系”是关系营销的核心概念,但是在关系营销理论本土化的过程中,由于中国的文化背景不同和经济组织结构的差异,对关系营销中的核心概念“关系”的理解产生的不同于西方的关注取向,关系营销在本土化的过程中也发生了变异,同时也为灰色关系营销提供了冠冕堂皇的借口,也为我们研究适合中国的关系营销理论提供了新的理论生长点。
The theory of relationship marketing is a popular marketing concept in the 1990s and poses a powerful challenge to the marketing management school. Relationship marketing is no longer as the traditional transaction marketing, as the pursuit of each transaction to maximize the benefits, but more emphasis on the long-term, the overall interests of the maxim, the implementation of relationship marketing, businesses and customers, suppliers, distributors established between Long-term, mutual trust and mutually beneficial relations, and the formation of a mutually beneficial relationship between competitors. Therefore, “relationship ” is the core concept of relationship marketing, but in the localization of relationship marketing theory, due to the different cultural backgrounds and the differences of economic organization structure in China, the core concept of relationship marketing "Is different from that of the West. As a result, the relationship marketization has also undergone variations in the process of localization. At the same time, it also provides a good excuse for gray relational marketing. It also provides a new excuse for us to study the theory of relationship marketing suitable for China The theoretical growth point.