摘要
本文从中国文化或文化心理的角度讨论了中国关系营销的基础。基本结论如下:中国的人际关系行为有着丰富的文化内涵,在很大程度上体现着中国人的生活本身;关系营销是中国人人际关系活动向市场活动或经济活动渗透的一种自然取向,因此,中国的市场营销一开始就是关系营销;中国的关系营销与西方的关系营销走的是两条不同的路,有着不同的起源和文化内涵,这为关系营销理论的研究提供了一个可能的方向;关系营销的一些问题(如操作性问题),有可能通过对于中国文化中关系行为的研究得到解决。
This paper will, from the view of China's culture and cultural psychology, discuss the foundation of China's relationship marketing (RM). Our basic conclusion is as follows: here in China the behavior connecting with human relationship has rich cultural contents, giving expression to the life of the Chinese people itself; because RM is a natural trend of activities concerning relationship between the Chinese people towards penetration into market or economic activities, marketing in China, from the very beginning, has been RM; but China's RM, with different origin and cultural connotation has followed a different way from Western RM, which provides a possible Direction in which to study the theory of RM; some problems of RM, the problem arising in operation for instance, can probably be solved by the study of relationship behavior of Chinese culture.
出处
《管理世界》
CSSCI
北大核心
2003年第10期98-109,共12页
Journal of Management World
基金
本研究项目由国家自然科学基金优秀创新群体项目(编号:NSF70121001)资助
