摘要
关系营销是企业与顾客建立长期的令人满意的业务关系的活动,是与顾客建立长期良好业务关系的具体策略,其内容主要包括建立和加强同顾客的良好关系,企业与关联企业合作共同开发市场,企业与政府及公众团体协调一致等方面;其过程有关系营销中的交互过程和关系营销中的对话过程。企业实施关系营销的具体策略包括个人联系、俱乐部营销规划、顾客化营销、数据库营销和客户退出管理等策略。
Relationship marketing is an activity to establish long-term satisfactory business relations between the enterprises and clients, is concrete strategy to build long-run better business relations with clients, including excellent relations with clients, mutual market development between enterprises and their relevant enterprises, coordination among enterprises, governments, and public groups, etc. and also interaction and communication processes. The strategies of relationship marketing are personal contact, club marketing plan, customized marketing, database marketing, and customer quit management.
出处
《商业经济》
2010年第10期84-85,共2页
Business & Economy
关键词
关系营销
现代企业
应用
relationship marketing, modern enterprises, application
