“关系营销是对传统营销理论的革命”质疑

Relationship Marketing:Is It A Revolution To Tradional Marketing

关系营销被认为是对传统营销理论的一次革命。其实不然!关系营销与传统营销(交易营销)之间虽有一定的差异,但并无本质的区别,它们在基本属性、运作原则、相互关系、应用范围、赢利模式和服务理念等许多方面,有着紧密的联系。传统营销是关系营销的基础,关系营销则是传统营销的衍生和拓展。二者相互渗透,相互兼容,既不是两种对立的营销模式,更不是一场营销理论上的革命。

Relationship Marketing is considered a revolution to the traditional marketing. It is not true! There is no an essential distinction between two kinds of theories, relationship marketing has very close ties with traditional marketing in many respects. Traditional marketing is the base of relationship marketing, and relationship marketing is the evolution of traditional marketing. They are compatible, neither oppo- site the marketing model nor a revolution of marketing theory.