摘要
中国是一个注重情感沟通的国度,合作讲究"关系",先"义"后"利",这导致工业品营销在过去的二十几年里,"灰色营销"在扮演着重要角色。本文解析了灰色营销及其危害后,提出了建立健康的关系营销、实施品牌战略等重要策略来扼制灰色营销问题。
China is a country which focuses on emotional communication. Cooperation stresses ＂relations＂, first ＂ righteousness ＂ then ＂interest＂,which led to the ＂gray marketing＂ playing an important role in industrial marketing in the past 20 years. This paper analyzes the harm of gray marketing, proposes establishing a healthy relationship marketing, implementing brand strategy and other important strategies to curb the gray marketing problem.
出处
《价值工程》
2010年第25期23-24,共2页
Value Engineering
关键词
工业品
灰色营销
关系营销
品牌营销
industrial products
gray marketing
relationship marketing
brand marketing
