关系营销范式之争:老话题的新诠释

Paradigm conflict in Relationship Marketing:A new interpretation on an old topic

运用文献分析方法,首先描绘了关系营销的丛林乱相,接着立足于科学哲学家库恩的"范式"概念,从科学共同体的"信念"、"价值",及"方法"入手,阐释了营销学科的一组核心概念,并构造了一个可以包容关系营销的网络式"传统"营销模型,最后指出关系营销并没有带来营销范式的革命。

Based on the literature review, paradigmatic conflict was elicited as a jungle of relationship marketing （RM）, drawing on paradigm and its extension, science community from Kuhn, the paper argues that marketing＇ s value, belief, and approaches could not be destroyed at all, still it could construct a new network from the traditional marketing in the tentative way, which indicates that RM could be rooted in the Old marketing logically, thus, the paper conclude RM as something invaluable rather than a new paradigm.