基于交易成本之关系营销模型分析

Base on Transaction Cost Model of Relationship Marketing Research

关系营销理论强调顾客忠诚度的培养,顾客忠诚度高的企业可以保证可持续性赢利。不过,培养忠诚的顾客需要资源的投入,文章首先探讨了关系营销对交易成本的影响,其次从资产专用性和赢利性方面研究了对关系营销的影响,并对前述理论进行了综合分析。在此基础上,作者提出一种关系营销对象定位的三维模型,并对该模型进行了分析。

Relationship marketing theory stresses the cultivation of customer loyalty. Customer loyalty can guarantee the sustainability of high corporate profits. However, to build loyalty to devote resources to customer needs. Firstly, the paper analyses relationship marketing on the impact of transaction costs. Secondly, the author research on the impact of relationship marketing from the assets in terms of specific and profitability. Then, it gives a comprehensive analysis of the aforementioned theory. On this basis, the authors propose a relationship marketing orientation of the three - dimensional object model and the model is a more comprehensive analysis and study.