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一关系营销的提出,是基于这样的背景:市场竞争的激化和需求的复杂多变。一般认为:由于竞争的夺利性和残酷性,其结局通常是“赢”与“输”的关系。企业与企业间是如此,企业与顾客间亦如此,为此,企业必须全力以赴以求得交易的成功。但在市场经济发展的今天,人们发现,过度竞争的结果往往是抵消了双方的力量,增加了营销成本,降低了交易效率。同时,顾客需求的多变和复杂化,市场供求关系的变
A relational marketing proposal is based on such background: the intensification of market competition and the complex and changing demand. It is generally believed that due to the profitability and cruelty of competition, the outcome is usually the relationship between “winning” and “losing”. This is the case between enterprises and enterprises, and between companies and customers. For this reason, companies must go all out to achieve the success of the transaction. However, with the development of the market economy, people have found that the result of excessive competition often offsets the strength of both parties, increases marketing costs, and reduces transaction efficiency. At the same time, changes in customer demand and complications have changed the relationship between market supply and demand.