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关系营销是由西方的营销学者对大量企业的营销理念、营销策略、营销行为进行整合后提出的一种新的营销理论。它契合了现代企业营销的实践活动。基本内容是:企业着眼于未业的利益,营销活动应致力于妥善处理对企业产生直接影响的严重行为者的关系。包括供应商、消费者、中介机构、政府、同行和社区大众。关系营销的基本点,一是认识到企业的营销活动受制于上述各种行业者的行为;二是相信企业通过关系营销,使企业由受制度为受动,企业在商海中如鱼得水,给自己营造一个理想的拓展空间。
Relationship marketing is a new marketing theory put forward by Western marketing scholars after integrating marketing ideas, marketing strategies and marketing behaviors of a large number of enterprises. It fits the practice of modern corporate marketing activities. The basic content is: businesses focus on the interests of the unemployed, marketing efforts should be devoted to properly handle the serious business relationship with serious actors. Including suppliers, consumers, intermediaries, governments, peers and community members. The basic point of relationship marketing, first, recognize that the marketing activities of enterprises subject to the behavior of various industries; the second is through trust marketing business relationship, so that enterprises from being affected by the system, the business in the sea of fish and water, to create their own An ideal space to expand.