关系营销理论及应用研究

The Relationship-Driven Marketing Theory and Its Application

关系营销强调企业要建立良好稳定的伙伴关系,追求其相关者利益最大化,为企业带来长期财务绩效。从目前看,我国企业在关系营销的认识上存在着不足和误区,因此应当加强关系营销理论的研究。我国企业运用关系营销的策略包括员工关系营销策略、顾客关系营销策略、合作者关系营销策略和影响者关系营销策略。

The relationship-driven marketing emphasizes the enterprises should establish the favorable and stable partnership, strive to maximize the profit of their partners, thereby producing the long-term financial achievement. Nowadays, the enterprises in our country have not yet fully understood and even misunderstood the relationship-driven marketing. Therefore, studies on the theory of relationship-driven marketing should be enhanced. The strategies of relationship-driven marketing exercised by our enterprises include the strategies of staff-driven marketing, client-driven marketing, partner-driven marketing and influence-driven marketing.