基于资源的“大诚”服务关系营销模式

Great Honesty of Service-Relationship Marketing Model Based on Resources

自20世纪90年代关系营销理论引入我国以来,我国服务业已取得长足发展,但在许多方面依然落后于发达国家。其原因之一是缺乏一种本土化的关系营销模式。有鉴于此,文章提出了适合我国服务业市场特色的关系营销模式———基于资源的“大诚”服务关系营销模式。该模式兼具三方面内容:系统环境内化成为服务企业的内部资源、“大诚”关系营销模式以及服务关系绩效检测指标。

Since Relationship Marketing theory (RM) was introduced into China, service industry in China has made great progress. But compared with developed countries, it has lagged behind. One of the reasons is lacking of RM model that fit for Chinese service industry market. This paper puts forward the Great Honesty RM model based on resources. This model is composed of three parts: Outer environment-transforms to internal resources of service enterprises, great honesty RM model and the indicators of service relationship effects.