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关系营销是营销学的一个新概念,根据关系营销概念,企业必须采用市场导向的经营管理原则,与顾客建立、保持并发展长期关系,才能取得竞争优势。一、营销因素组合模式无法适应企业贯彻营销观点的需要根据传统观点,营销工作的核心任务是确定营销因素组合策略。传统的营销因素指产品、价格、分销地点和促销(4P)。近年来,许多营销学家对这个传统观点提出了挑战。他们认为4P模式并没有包括所有营销因素。科里尔等营销学家认为,人(PEOPLE)应该是营销因素组合中的第五个P,在宏观营销活动中,科特勒认为营销因素组合还应加上公众关系(PUBLIC
Relationship marketing is a new concept of marketing. According to the relationship marketing concept, companies must adopt market-oriented management principles and establish, maintain, and develop long-term relationships with customers in order to gain a competitive advantage. First, the combination of marketing factors can not meet the needs of companies to implement marketing views According to the traditional view, the core task of marketing is to determine the combination of marketing factors. Traditional marketing factors are products, prices, distribution locations, and promotions (4P). In recent years, many marketing scientists have challenged this traditional view. They believe that the 4P model does not include all marketing factors. Marketing experts such as Collier believe that PEOPLE should be the fifth P in the marketing factor mix. In the macro marketing activities, Kotler believes that the combination of marketing factors should also include public relations (PUBLIC).