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论企业与消费者的心理契约 被引量:8

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摘要 心理契约主要是在组织行为学领域进行研究,也是营销学研究的新方向。目前我国企业与消费者的心理契约中存在很多问题。构建企业与消费者的心理契约有利于企业在竞争中取胜,可以从实施CS战略、注意从交易心理契约和关系心理契约两个维度全面构建和实施品牌战略等3个方面入手。
作者 李军 朱文娟
出处 《中国管理信息化(综合版)》 2006年第9期15-17,共3页 China Management Informationization
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