摘要
关系营销以关系为核心，认为交易是连续的过程，从买卖双方互动的角度，在一个扩大的市场环境中来看待营销问题，是传统营销理论的新发展。顾客作为企业宝贵的资产、保险产品特点、竞争环境的变化使得保险企业有必要实施关系营销策略。
Connection marketing is centered on connections and regards deals as a continuous process. From the perspective of buyer and seller interaction, connection marketing perceives the issue of marketing in an extended market environment. It is a recent extension of the traditional market theory. Customers are valuable assets of enterprises. To add upon that, features of insurance products and change of the competition environment all make it highly necessary for insurers to implement connection marketing strategy.
出处
《保险研究》
CSSCI
北大核心
2006年第2期63-65,共3页
Insurance Studies
关键词
关系营销
保险企业
营销策略
connection marketing
insurance enterprises
marketing strategy
