商业友谊：关系营销研究的新视角

Commercial friendships: A New Perspective on Relationship Marketing Research

企业员工与顾客之间通过营销接触而发展起来的商业友谊体现了关系营销中的情感因素,有助于顾客与企业之间保持长期的关系。本文通过文献回顾,说明了商业友谊的内涵和研究的理论意义及商业友谊的营销功能。最后,作者对企业提出了具体的策略建议,并指出未来的研究方向。

Commercial friendships that develop through marketing encounters between business employees and customers reflect the affective components in relationship marketing. It contributes to solid relationships between businesses and their customers. Through literature review, this paper indicates the connotation of commercial friendships. After discussing the theoretical implications of the study and marketing functions of commercial friendships, authors suggest friendship building strategies for businesses and point out future research directions.