摘要
在商业社会中,关系是一种很重要的资源,关系营销理论逐渐发展起来。许多企业都开始应用关系营销理论开展关系营销活动,并取得了一定程度的成功。但是,在实际的商业活动中,企业在进行关系营销过程中却存在着许多对关系营销理念的曲解行为,对关系营销的持续性开展产生了严重的阻碍:损害社会利益,破坏了关系营销的良性环境、导致客户对关系营销的误解,降低其对企业的信任感、损害企业自身形象。企业关系营销是企业对其生产经营活动中涉及的各种关系进行整合和利用,构建一个和谐的关系网络,其目的是发展各类关系与企业及其产品之间的连续性的交往,以提高品牌忠诚度和巩固市场,促进产品持续销售。如果企业不能解决关系营销中的这些道德问题,那么企业将无法正确、有效地开展关系营销,也就无从持续、健康地发展。
As for a corporation, maintaining employees＇ loyalty, coordinating all functional departments＇ relations, and shaping Corporation Culture are significant to the internal and in the external.As Relationship Marketing Theories develops so rapidly that many enterprises have applied these theories to start relationship marketing activities, and achieved a certain degree of success. But, in the actual commercial activities, there are many twisted concepts to these theories in the process of relationship marketing, such as bribery, fraud, the customer privacy violations, etc. If enterprises can＇t solve these immoral issues occurred in Relationship Marketing, they will not be able to implement Relationship Marketing duratively and can＇t get sustaining and health development.
出处
《科技信息》
2009年第11期156-156,93,共2页
Science & Technology Information
关键词
关系
关系营销
营销道德
Relations
Relationship Marketing
Morality of Marketing
