关系营销策略论

On strategy of relationship marketing

关系营销理念的建立,使企业营销策略涉及到企业的所有利益相关者,以企业与利益相关者的关系为核心展开。总体上分为员工关系营销策略、顾客关系营销策略、合作者关系营销策略、影响者关系营销策略等四大营销策略。这种从追求每笔交易利润最大化转化为追求同各方面关系利益最大化是关系营销的特征,它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。如果企业能有效运用关系营销策略,将会在日益激烈的市场竞争中立于不败之地。

The building of idea of relationship marketing leads to the combination of industrial marketing and relative beneficiary by taking their relationship as core of strategy,which includes that of employees' relationship marketing,customers' relationship marketing,cooperators' relationship marketing and influencers' relationship marketing.Its feature is that the purpose of marketing transforms from maximum of profit to maximum of benefit of relationship,which adapts to the new trend of marketing.It offers great help in competition to the industry by effective strategy of relationship marketing.