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随着现代都市生活的快节奏和商品社会的发展,消费需求正在不知不觉中发生着深刻的变化。人与人之间、人与物之间的关系日趋“短暂”,富裕而忙碌的人们逐渐表现现越来越多、越来越新的需求,开始由重视功能利益的传统营销逐渐转向关注思维认同的人文营销。 正是在这一背景下,关系营销研究,引起了营销界学者的普遍关注。尤其是关系营销中的文化交融,更是希望通过文化的媒介作用让人产生好感,以建立一个较为广泛的社会关联,形成更加强有力的品牌关系。因此,探寻在建构新型关系营销中,彰显消费文化魅力,加速异质文化交融的有效途径,已经成为一个不容忽略的研究课题。
With the rapid pace of modern urban life and the development of a commodity society, profound changes have taken place in consumer demand unknowingly. Between people, between people and things increasingly “short-lived”, rich and busy people gradually show more and more, more and more new needs, began to shift from traditional marketing focus on functional benefits to focus on thinking Identity of the humanities marketing. It is in this context, relational marketing research has aroused the widespread concern of marketing scholars. In particular, cultural blending in relational marketing also hopes to create a good impression through the media role of culture in order to establish a broader social association and form a stronger brand relationship. Therefore, exploring effective ways to highlight the charm of consumer culture and accelerate the heterogeneous cultural blending in the construction of new-type relationship marketing has become a research project that can not be ignored.