关系营销理论战略性研究

关系营销理论战略性研究

摘要：关系营销理论的建立，使企业营销策略涉及到所有利益相关者，把正确处理企业与所有利益相关者之间的关系作为营销活动的核心。本文阐明了关系营销及其本质特征，将关系营销的`对象分为顾客、供销商、竞争者、内部员工和影响者，主要研究如何与这些对象建立关系的策略以及如何具体实施这些策略。关系营销的特征是追求同各方面关系利益最大化，这抓住了现代市场竞争的特点，符合21世纪市场营销发展的新趋势。
关键词：关系营销；营销理论；战略性；实施
Abstract: The relational marketing theory's establishment, causes the enterprise marketing strategy to involve to all benefit counterparts, takes the marketing activity between the correct processing enterprise and all benefit counterparts' relations the core. This article had expounded the relational marketing and the substantive characteristics, will relate the marketing the object to divide into the customer, supply and sales business, the competitor, the internal staff and the influent, how mainly studies as well as how to implement these strategies specifically with these object establishment relations strategy. The relational marketing's characteristic is the pursue relates the benefit maximization with various aspects, this has held the modern market competition characteristic, conforms to the 21st century market marketing development new tendency. key word: Relational marketing; Marketing theory; Strategic; Implementation

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