市场营销理论的顾客关系转向——从概念重塑到实践转型

On the Customer Relationship Perspective of Marketing Theory——Concept Redefine and Practice Transition

当今世界正在经历极其深刻的技术和社会经济变革,大众化顾客正在向个性化顾客转变,面对这样一个细分化、专门化的市场环境,企业只有不断地寻找新的顾客价值、利益和关系,形成企业新的营销概念,开发以顾客关系为导向的营销管理职能,才能造就出新的企业活力和优势。而市场营销理论中关系观点的提出代表着营销学研究与实践范式摆脱传统交易导向的一次重大变革。

The environment of enterprises have changed rapidly with the development of technology and social economic. From mass customer to private customer , enterprises have to face more individualized and specilized market . Customer relationship marketing provide a available approach to resolve problem , and cause paradigm change of marketing theory and practice. Redefining the concept of marketing based on anglicizing the nature of marketing exchange, developing effective marketing function , enterprises are able to raise new capability and advantage.