关系营销(Relationship Marketing)在最近十年大行其道,其衍生出来的客户关系管理(CRM)也在最近几年得到广泛的关注及应用。什么是关系营销呢?不同的市场部经理会给你不同的答案。比较简短的定义是“透过针对性的行销传播策略,与利益关系人建立长久及互惠的关系”。其中“利益关系人”不但包括客户,更 Relationship Marketing, which has become popular in the last decade, has also gained widespread attention and application in recent years. What is relationship marketing? Different marketing manager will give you different answers. A relatively short definition is “to establish a long-term and mutually beneficial relationship with stakeholders through targeted marketing communication strategies.” Among them, “stakeholders” not only include customers, but also