关系营销理论的博弈诠释  

Explain to Game Theory of Relationship Marketing

作　　者：高炳华[1] 王仁志[1] 段从清[1,2] 

机构地区：[1]华中师范大学经济学院 [2]中国社会科学院工业经济研究所,北京100836

出　　处：《经济管理》2007年第12期35-39,共5页Business and Management Journal ( BMJ )

摘　　要：关系营销的4Rs理论认为关系营销是由交易双方在重复博弈的过程中都获得了预期收益,使企业与顾客保持长期、友好依存关系的活动过程。本文运用两阶段博弈模型和重复博弈模型对关系营销的过程进行了分析,提出了企业实施关系营销的有效措施。This article thinks that relation marketing makes two parties of transaction both gain expectation profit in the course of repeated game and keep long-term friendly dependant link between enterprises and consumer. This article also analyses the relation marketing process with two-stage game and repeated game model. It puts forward countermeasure with which relation marketing can be effectively put into practice in enterprises.

关 键 词：关系营销 博弈模型 措施 

分 类 号：F203.9[经济管理—国民经济]