关系营销理论新发展及其思考

Thinking about the New Development of the Relationship Marketing

关系营销理论在经历了20多年的发展后,出现了许多不同的理论观点,人们对其认识也逐渐加深。总结了关系营销理论发展过程中的主要观点,对关系营销理论进行了全面地分析,提出了该理论的局限性和整合的建议。

There are many schools of the relationship marketing theory in the last 20 years. This paper concludes the main opinions of the theory, analyzing the limitations and new development of it, giving some suggestions to integrate the relationship marketing theory.