关系营销理论与顾客关系管理

Relationship Marketing & Customer Relationship Management

关系营销将建立和发展与相关个人、企业组织的关系作为市场营销的关键变量 ,把握了现代市场竞争的时代特点 ,体现了电子商务时代的互动性、合作性和个性化发展趋势。因特网作为一种有效的双向沟通渠道 ,使企业与顾客之间可以实现低成本、高效率的沟通和交流 ,为关系营销提供了有效的技术保障。在电子商务时代 ,抢占市场的关键已从管理营销组合转变为企业与顾客的互动关系管理 。

Relationship marketing involves the establishment and development of the relationship for individual and organization as the vital virables in the modern market competition.It embodies the e-commerce with the trend of interactiveness,cooperativeness and invidualization.As an effective channel for mutual communication,internet realizes the communication between customer and enterprise,offering substantial technical support to relationship marketing.In the age of e-commerce,to enlarge the market share relys on interactive management of customer and enterprise rather than marketing mix.Customer relationship management is the basis of effective relationship marketing.