以创造关系资源为中心的新思考  

A Revolution of marketing: to Centre at creating relation resources

作　　者：郑昭[1] 晁钢令[2] 

机构地区：[1]湘潭大学商学院 [2]上海财经大学国际工商管理学院

出　　处：《管理学报》2004年第2期203-206,共4页Chinese Journal of Management

摘　　要：随着企业营销环境的变化和营销观念的转变 ,“以需求管理为中心”的传统营销观念逐渐被“以创造关系资源为中心”的新营销观念所取代 ,企业在经营过程中 ,越来越多考虑的是如何充分而有效地利用好企业内外部资源 ,赢得企业网络关系中的内外部顾客 。With the change of enterprise's marketing environment and transition of the marketing idea, the traditional marketing idea of “centring on traffic demand” is replaced by the new idea of marketing of “centring on creating and concerning resources” gradually.Enterprises are centred attetion on how to make good use of domestic and foreign resources of enterprise sufficiently and effectively in the course of management, and how to gain the domestic and foreign customer in the relation of enterprise's network.

关 键 词：关系资源 关系管理 企业营销 

分 类 号：F274[经济管理—企业管理]