關(guān)系營(yíng)銷(xiāo)理論戰(zhàn)略性研究

摘要：關(guān)系營(yíng)銷(xiāo)理論的建立，使企業(yè)營(yíng)銷(xiāo)策略涉及到所有利益相關(guān)者，把正確處理企業(yè)與所有利益相關(guān)者之間的關(guān)系作為營(yíng)銷(xiāo)活動(dòng)的核心。本文闡明了關(guān)系營(yíng)銷(xiāo)及其本質(zhì)特征，將關(guān)系營(yíng)銷(xiāo)的對(duì)象分為顧客、供銷(xiāo)商、競(jìng)爭(zhēng)者、內(nèi)部員工和影響者，主要研究如何與這些對(duì)象建立關(guān)系的策略以及如何具體實(shí)施這些策略。關(guān)系營(yíng)銷(xiāo)的特征是追求同各方面關(guān)系利益最大化，這抓住了現(xiàn)代市場(chǎng)競(jìng)爭(zhēng)的特點(diǎn)，符合21世紀(jì)市場(chǎng)營(yíng)銷(xiāo)發(fā)展的新趨勢(shì)。
關(guān)鍵詞：關(guān)系營(yíng)銷(xiāo)；營(yíng)銷(xiāo)理論；戰(zhàn)略性；實(shí)施
Abstract: The relational marketing theory's establishment, causes the enterprise marketing strategy to involve to all benefit counterparts, takes the marketing activity between the correct processing enterprise and all benefit counterparts' relations the core. This article had expounded the relational marketing and the substantive characteristics, will relate the marketing the object to divide into the customer, supply and sales business, the competitor, the internal staff and the influent, how mainly studies as well as how to implement these strategies specifically with these object establishment relations strategy. The relational marketing's characteristic is the pursue relates the benefit maximization with various aspects, this has held the modern market competition characteristic, conforms to the 21st century market marketing development new tendency. key word: Relational marketing; Marketing theory; Strategic; Implementation

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