做“亮”工业品营销 培育可持续营销竞争力  

Doing "Outstanding" Industrial Products Marketing,Fostering Sustainable Marketing Competitiveness

作　　者：范水清[1] 梁榕灵[1] 张松[2] 

机构地区：[1]中国石油大学(华东)经济管理学院,东营257061 [2]中国石化塔河分公司,库车842000

出　　处：《价值工程》2010年第25期23-24,共2页Value Engineering

摘　　要：中国是一个注重情感沟通的国度,合作讲究"关系",先"义"后"利",这导致工业品营销在过去的二十几年里,"灰色营销"在扮演着重要角色。本文解析了灰色营销及其危害后,提出了建立健康的关系营销、实施品牌战略等重要策略来扼制灰色营销问题。China is a country which focuses on emotional communication. Cooperation stresses ＂relations＂, first ＂ righteousness ＂ then ＂interest＂,which led to the ＂gray marketing＂ playing an important role in industrial marketing in the past 20 years. This paper analyzes the harm of gray marketing, proposes establishing a healthy relationship marketing, implementing brand strategy and other important strategies to curb the gray marketing problem.

关 键 词：工业品 灰色营销 关系营销 品牌营销 

分 类 号：F713.50[经济管理—市场营销]