关系营销理论探讨--三种理论的区别和联系

关系营销是一种新型的营销理论,它是随着经济技术的发展和竞争的日益激烈而逐步发展起来的。对于关系营销不同角度的研究形成了不同的理论学派。本文介绍了在关系营销研究中具有代表性的三种理论学派,即承诺－信任理论、六市场模型和关系、网络、互动理论,指出这三种理论是从不同的层面研究关系营销的,尽管其研究角度不同,但是理论之间存在着一定的联系。认识到这一点,对于企业营销管理的研究实践活动具有重要的意义。

The Study on Relationship Marketing Theories --Differences and Relationship of the Three Theories

Relationship marketing is a new paradigm of marketing which is developed with the intense competition and the growth of economy and technology. This paper focuses on three theories of relationship marketing, including commitment-trust theory, six market model and relationship, network and interaction theory. It seems that these theories study relationship marketing from different aspects, but they have some relationships. Learning their relationships and differences is very important for enterprises to implement marketing strategies.