晋商营销思想研究  

Research on Marketing Thoughts of Jin-merchants

作　　者：吕彦儒[1] 王华丽[2] 

机构地区：[1]上海交通大学安泰经济与管理学院,上海200052 [2]山西财经大学财政金融学院,太原030006

出　　处：《经济问题》2007年第12期123-125,共3页On Economic Problems

摘　　要：晋商在长期的经营过程中有许多思想和经验在今天仍有现实的借鉴意义。从市场分析、市场研究、分销模式、销售管理和品牌经营等方面对晋商营销进行了简要的分析。将晋商诚信礼义的价值内涵归结为关系营销的思想,提出了现代营销从交易营销向关系营销转变的重要性。There are many thoughts and experiences that today we can refer from the history of Jin - merchants. From the angle of Jin-merchants＇ marketing. This essay gives its brief analysis from the following aspects： market analysis, market research, the pattern of retail, marketing management, and brand management . In the end the author generalizes the thought of relationship marketing from the Jin - merchants＇ value of honesty, credit, politeness and justices and further pointed out that the modern marketing should change from exchange sales to relationship marketing.

关 键 词：晋商营销 思想 关系营销 

分 类 号：F092.6[经济管理—政治经济学]