企业营销的新观念——浅议关系营销

New Concept of Enterprise Marketing——Relationship Marketing

随着社会经济的发展,科学技术参与企业生产经营活动的加深,市场竞争的激烈化,传统的市场营销活动已经很难达成企业的预期目标,企业需要建立一种兼顾各方利益的长期关系,由此出现了新的营销方式—关系营销。关系营销把营销活动看成是一个企业与消费者、供应商、分销商、竞争者、政府机构及其他公众发生互动作用的过程,正确处理企业与这些组织及个人的关系是企业营销的核心,是企业经营成败的关键。本文从关系营销的产生背景、原则和关系营销的策略对这一营销新观念进行了分析和探讨。

With the development of social economy,the deepening of scientific technology joining the enterprise production business,the sharpness of market competition,traditional marketing business has been already difficult to reach the enterprise’s anticipation objectives.Enterprises need to establish a long relationship which can take care of the benefits respectively,thus emerging a new marketing model relationship marketing.Relationship marketing looks on marketing business as a process between enterprise and consumer,supplier,seller,competitor,government organizations and other public sectors.Correctly dealing with the relationship between enterprise and these organizations and personnel is the core of enterprise marketing and the key to the success of the enterprise operation.The article analyzes and probes relationship marketing from its emerging background,principle and tactics.