摘要
关系营销是营销思维的一场变革,它从企业长期利益出发来审视企业的营销决策,信任和互惠对建立和维持渠道关系资本具有重要作用。在知识经济时代,构建逆向分销渠道模式,建设信任和互惠的渠道文化,不断进行知识创新,挖掘自身资源的稀缺性,实现知识共生网络的知识增值有利于知识共生网络的稳定性。
From the perspective of relationship marketing, this paper generalizes and summarizes the core thought of relationship marketing. Referring from the coexistent phenomena in biology, the paper induces the model of enterprise coexistence, and poses the concept and model of channel coexistence, supposes that trust and reciprocity is of great importance to establish and sustain the relation capital. Eventually, the paper thinks that building the model of inverse distribution channel, establishing the culture of trust and reciprocity, innovating knowledge in order to reinforce the degree of scarce, adding the value of knowledge network will be helpful to the stability of knowledge coexistence network.
出处
《财经科学》
CSSCI
北大核心
2005年第3期76-81,共6页
Finance & Economics
