摘要
关系营销兴起于 2 0世纪 80年代末至 90年代初 ,它突破了传统市场营销学研究的视角局限于企业短期交易活动的狭隘概念。关系营销的核心内容是顾客满意 ,即建立顾客的忠诚度。企业与客户建立的关系最主要的形式包括 5种 ,其中最理想的是伙伴式关系。而互联网在产品售前的宣传、售中设计和售后服务及顾客的数据库管理等方面相对于传统的营销方式具有独特的优越性 ,有利于关系营销的建立、实施与保持。但是最主要的还是要企业提高认识 ,充分利用互联网的优势为企业服务。
Initiative marketing, from the end of 1980s, to the beginning of 1990s breaks through the narrow concept about the view of traditional marketing research confined by short-term trade. The core of it is to make the customers satisfied. That is the level of the customers' loyalty. There are five main kinds of relations between the enterprises and the customers. The most ideal one is partner relationship. Compare with the traditional marketing, internet has an unique advantage in propaganda before sale, designs in the process of sale, services after sale, management of customer-database and so on, which is beneficial to the establishment, enforcement and preservation of relative marketing. But the most important for the enterprises is to improve understanding, make full use of the superiorities of internet and service for it .
出处
《石家庄经济学院学报》
2002年第2期177-179,共3页
Journal of Shijiazhuang University of Economics
