摘要
如何在服务竞争中使组织保持与顾客良好的长期关系 ,是旅游企业获取竞争优势的关键。基于关系的服务营销意味着将服务视为与顾客保持长期关系的关键性战略要素。在这里 ,传统的交易营销模式显露出很大的局限性 ,而关系营销思想和理论为服务营销提供了新的视角。
It is the key for the tourism enterprises to obtain the competitive advantage to keep the good long-term relationship between the organization and customers in the service competition.The author puts forward that the service market based on relationship means regarding service as the key strategic element to maintain the good long-term relationship with customers.According to the view great limitation appears in the traditional transaction market pattern,however,the concept and theory of relation market advances the new view for service market.
出处
《北方经贸》
2003年第12期71-72,共2页
Northern Economy and Trade
关键词
旅游企业
竞争优势
关系营销
交易营销
服务营销
tourism enterprise
competitive advantage
relation market
transaction market
service market
