基于关系营销的客户合作管理研究

关系营销是企业为实现其自身目标和增进社会福利,不断识别、建立、维护和巩固企业与顾客及其他利益相关者关系的活动,并通过企业的努力,以诚实的交换及履行承诺的方式,使活动涉及各方的目标在营销活动中得以实现。广义上的营销,不仅包括外部市场营销,而且还包括内部市场营销。关系营销的重点在于利益各方相互之间的交流,并形成互利、稳定、相互信任的关系,关系营销的最终实现要靠产品或价值的成熟、高质量的交换。关系营销的目的是双重的,包括社会宏观目标与企业微观目标。关系营销的手段是互利合作关系。互利是合作的前提,没有互利,很难有进一步的合作;缺乏合作的营销也不能成为关系营销。关系营销是动态的过程,而不是静态的状态。

The relationship -sale is a process in which the organization can realize its goal, increase the social welfare, and build up a close relationship with its customers after identifying it. The organization needs to use an honest and commitment way to achieve its goals in the sales process. In general definition, sale means not only the external marketing sale, but also the internal sale, The relationship -sale focuses on the communications among the difference interest groups, and it is base on the mutual benefit , stability - trust relation of the relative sides. The final achievement of relationship sale depends on the mature and high quality exchange of products or values. The relationship- sale has two goals： the social macroscopic goal and the microcosmic goal of the organizations. Mutual benefit and cooperation is the means of relationship- sale. And the cooperation is based on mutual benefit , a cooperation is hard to put forward without mutual benefit. And a sale can not be called as relationship - sale when lacks of cooperation in its process. The relationship - sale is a process of on going, but not a still one.