摘要
通过浅析关系营销在B2B营销环境中的作用,关系营销如何影响商业环境的改变,从而指出通过这种营销方式改善商业环境,能够起到弱化买方主导权与其他社会参与者关系的平衡,最终在这种平衡的商业环境中影响整个供应链的绩效表现。
Through a tentative analysis on relational marketing＇s role in B2B marketing environment ,the ar-ticle elaborates on how relational marketing affects commercial environment ,and further points out that improve commercial environment through this marketing way can weaken buyers＇dominance and facilitate the balance among social participants ,and finally enhance the performance of the w hole supply chain .
出处
《西安航空学院学报》
2014年第2期29-31,共3页
Journal of Xi’an Aeronautical Institute
关键词
B2B营销
关系营销
供应链绩效
B2B marketing
relational marketing
performance of supply chain
