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关系营销(Relationship Marketing)自从80年代中后期在美国提出以来,它已经普遍为人们所接受。如果把关系营销看作是又一个流行的营销方法,而剥离了它得以运行的来龙去脉,那么关系营销将不会为营销学增加新的知识。本文试图把关系营销置于宏观的和微观的经济社会背景下来加以考察。首先以关系、网络和互动的措词来解释了解关系营销的演进,指出从交易营销狭窄的操纵思想意识转向关系营销更加温和的双赢策略的营销范式转移。进而从营销学、组织学和宏观经济学的视角对关系营销进行多学科理论思考,提出市场经济中三个性质截然不同的方面:竞争、合作、管制,从而为营销学提供一个更加现实的见解。
Relationship Marketing has been generally accepted by the people since it was introduced in the United States in the late 1980s. If you think of relational marketing as another popular marketing method that strips off the ins and outs of how it works, then relational marketing will not add new knowledge to marketing. This article attempts to put relationship marketing in a macro and micro economic and social context to examine. First of all, the evolution of relational marketing is explained by the relation, network and interactive wording. It points out the shift of marketing paradigm from a narrow awareness of manipulation in transaction marketing to a more moderate and win-win strategy of relationship marketing. Then from the perspective of marketing, organization and macroeconomics, we make multidisciplinary theoretical thinking on relational marketing and propose three distinct aspects of market economy: competition, cooperation and regulation, so as to provide a more realistic view of marketing .