关系营销中的关系取向与演进机制——共生理论视角

The Relation Target and Evolution Mechanisms in the Relationship Marketing——At the Symbiosis Theories Angle

21世纪的市场竞争是供应链与供应链之间的竞争。顾客是供应链的重要一员,从共生理论的视角,实施关系营销的企业旨在与顾客构建一种建立在供需基础上的相互依存、相互作用的和谐共生关系,它更强调"互补性"、"协同性"、"增值性"和"共赢性"。连续互惠共生模式是基于关系营销的企业与顾客共生目标模式,是关系营销的关系取向。关系营销中的关系是一个动态发展的过程,其演进机制有三种,即:规范型共生、特征型共生和过程型共生。在共生融合中,顾客忠诚度不断提高,企业与顾客共同致力于建立长期稳定的共生合作关系。

The market competition for 21 centuries is the competition of supply chain and supply chain . At the symbiosis theories angle, the business enterprise which implements relationship marketing aims at setting up a kind of harmonious symbiosis relation with customer. The continuous and mutualism mode is a symbiosis target mode of enterprise and customer, is a relation target based on the relationship marketing. The relation is a develop process , its evolution mechanism have three kinds, namely： norm type symbiosis , characteristic type symbiosis and process type symbiosis. In symbiosis blend, the loyalty of customer raises continuouly, the business enterprise and customers concentrate on the long-term stable symbiosis cooperative relation.