关系营销是80年代末90年代初在西方企业界兴起的一种新型营销观念。它是由西方营销学者对大量企业的营销思想、营销策略、营销行动进行分析之后,提出的一种新的营销理论,契合了现代企业的营销实践活动,一经产生就获得了企业界的广泛响应。在我国,关系营销也被引进、应用到了相关行业,成为各级管理者发展企业、提高效益的重要手段。 Relationship marketing is a new type of marketing concept that emerged in the western business circles in the late 1980s and early 1990s. It is a new marketing theory put forward by Western marketing scholars after analyzing a large number of enterprises’ marketing thoughts, marketing strategies and marketing actions, which is in line with the marketing practice activities of modern enterprises and has been widely responded to by enterprises . In our country, relational marketing has also been introduced and applied to related industries, becoming an important means for managers at all levels to develop enterprises and improve their efficiency.