关系营销视角下的企业个人关系对策研究

Study on Countermeasures of Private Relations Used for Corporate Purpose from the Perspective of Relationship Marketing

在商务交往中,个人关系是一种双刃剑,既能够促进甚至决定顾客和企业关系的发展,又由于稳定性的缺乏或过于强调个人关系给企业带来风险。企业应客观认识个人关系的作用,加强基础管理工作和客户关系管理,完善客户档案,建立与顾客之间互动的关系网络,做好关键时刻的具体工作。同时,企业应采取措施,留住关键员工,促进个人关系向企业层面关系转化,促进和带动顾企关系的发展,实现企业的经营目标。

To use private connections to do business for companies is like a two-edged sword, which could both contribute to sound rela-tions between customers and enterprises, and lead to risks because of instability and overdependence on private ties. Enterprises should objectively understand the role of personal ties in business operation, strengthen the basic management and customer relations manage- ment, improve customer profiles, build networks of customers, and do specific work at a critical moment. Meanwhile, enterprises should try to refrain from brain drain, evolve private ties into corporate public relations, and develop relations between customers and enterprises in a way of achieving business objectives.