关系市场与关系营销组合:关系营销的一个理论模型

Relationship Market and Relationship Marketing Mix: A Theoretical Model of Relationship Marketing

关系营销是营销理论界的一个热门课题。本文重点讨论两个问题 ,一个是关系营销的市场问题 ,另一个是关系营销的组合问题。关系营销的市场问题 ,实际上是要回答向谁进行关系营销 ;而关系营销的组合问题 ,则是回答如何进行关系营销。这两个问题既是关系营销的基本问题 ,也是关系营销研究中较为薄弱的环节。本文在文献回顾的基础上 ,对这两个问题提出了自己的看法 ,并提出了关系营销的一个理论模型。

Relationship marketing has been a hot topic in the circle of marketing theory. This paper focuses on the two points: one on relationship market, the other on relationship marketing mix. The former deals with the questions of whom relationship marketing should target at, while the latter with how to do relationship marketing. These are the two basic points on relationship marketing and are the vulnerable spots in the study of relationship marketing as well. The paper gives some answers to the two questions and advances a theoretical model of relationship marketing on the basis of documentary review.