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近年来,关系营销作为一种全新的营销理论,已经开始替代传统的交易营销理论并被国内外专家学者研究实践。但关系营销在中国企业尤其是民营企业中应用的范围和程度还不够广泛。针对这一现状,正确认识关系营销的本质内涵,并用其指导实践,显得尤为重要。本文通过分析我国民营企业关系营销存在的问题,探讨我国民营企业应用关系营销的策略。
In recent years, as a brand new marketing theory, relationship marketing has begun to replace the traditional theory of transaction marketing and has been researched and practiced by domestic and foreign experts and scholars. However, the scope and extent of the relationship marketing in the application of Chinese enterprises, especially private enterprises is not yet wide enough. In response to this situation, it is very important to correctly understand the essence of relationship marketing and use it to guide practice. This article analyzes the problems existing in the relationship marketing of private enterprises in our country and discusses the tactics of the application of relationship marketing in the private enterprises in our country.