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      1. 關系營銷理論戰略性研究

        時間:2024-06-27 08:09:35 金融畢業論文 我要投稿
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        關系營銷理論戰略性研究

        摘要:關系營銷理論的建立,使企業營銷策略涉及到所有利益相關者,把正確處理企業與所有利益相關者之間的關系作為營銷活動的核心。本文闡明了關系營銷及其本質特征,將關系營銷的對象分為顧客、供銷商、競爭者、內部員工和影響者,主要研究如何與這些對象建立關系的策略以及如何具體實施這些策略。關系營銷的特征是追求同各方面關系利益最大化,這抓住了現代市場競爭的特點,符合21世紀市場營銷發展的新趨勢。
        關鍵詞:關系營銷;營銷理論;戰略性;實施
        Abstract: The relational marketing theory's establishment, causes the enterprise marketing strategy to involve to all benefit counterparts, takes the marketing activity between the correct processing enterprise and all benefit counterparts' relations the core. This article had expounded the relational marketing and the substantive characteristics, will relate the marketing the object to divide into the customer, supply and sales business, the competitor, the internal staff and the influent, how mainly studies as well as how to implement these strategies specifically with these object establishment relations strategy. The relational marketing's characteristic is the pursue relates the benefit maximization with various aspects, this has held the modern market competition characteristic, conforms to the 21st century market marketing development new tendency. key word: Relational marketing; Marketing theory; Strategic; Implementation

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