企业关系营销与创造竞争优势

ENTERPRISE RELATIONSHIP MARKETING AND CREATE COMPETITION STRENGTH

从介绍关系营销和竞争优势入手，探讨了市场关系营销概念，并通过分析竞争优势形成过程，论述关系营销在竞争优势形成过程中的作用及如何将关系营销服务于创造竞争优势，并就我国企业在资源、能力和核心竞争力相对薄弱的情况下，如何通过构筑关系营销网络．缩小与外国企业的差距，参与全球市场竞争提出了建议。

Beginning with introducing relationship marketing and competitive strength, this paper studies the role of the relationship marketing in the process of the formation of the strength and how the relationship marketing serves the creation of competitive strength. This paper suggests how to reduce relatively the difference between Chinese enterprises and foreign enterprises. It also suggests that Chinese enterprises participate in the gloable market competition when they are still relatively weak in resources, capacity and core competitive ability.