摘要
通过对企业如何进行关系营销组合设计的深入分析,提出了以顾客为导向的关系营销组合设计的思路和方法。进一步揭示了以顾客导向为基础、以竞争导向为补充,不断进行关系营销组合创新是企业获得可持续竞争优势的必要条件。
How to design relation marketing mix is deeply analyzed. This paper advances the measures of relation marketing mix design based on customer direction. Meanwhile, it also discovers constant relation marketing mix innovation based on customer direction and supplemented by competition direction is the necessary condition of gaining sustainable competitive advantage for enterprises.
出处
《西安财经学院学报》
2004年第4期58-60,共3页
Journal of Xi’an University of Finance & Economics
关键词
顾客关系
营销组合
创新
企业
竞争
customer relation
marketing mix
marketing mix innovation
