关系营销导向对营销创新的影响研究  

The impact of relationship marketing orientation on marketing innovation

作　　者：李颖灏[1] 

机构地区：[1]浙江工商大学工商管理学院,浙江杭州310018

出　　处：《科研管理》2012年第3期42-48,共7页Science Research Management

基　　金：国家社会科学基金项目(08CJY030);国家自然科学基金项目(71003084);浙江省属高校人文社科重点研究基地(企业管理学)项目(1010JF250502);浙江省教育厅科研项目(Y20080364)

摘　　要：本文构建了基于知识整合的关系营销导向和营销创新关系模型,并解释了关系营销导向各维度和关联市场在知识获取和整合基础上对营销创新的影响。研究结果表明,顾客、供应商、内部市场等关联市场是企业创新知识的重要来源;实施关系营销导向战略的企业运用信任、承诺、沟通和互惠等手段加强与各关联市场的联系,能帮助企业了解顾客,积极获取市场信息;企业通过知识整合对获取的顾客知识和市场信息进行有效的整理、加工,有助于营销创新的成功。A framework is developed for deducing the relationship among Relationship Marketing Orientation（RMO）,knowledge integration,and marketing innovation,and the impact of the dimensions of RMO and some related markets on marketing innovation is studied.The research results indicate that customers,suppliers,internal market,and other related market are the important source of knowledge and innovation;by applying trust,commitment,communication,and reciprocity,the businesses are able to strengthen the links with the related markets and acquire market knowledge efficiently.Specifically,the importance of knowledge integration to the success of marketing innovation is highlighted.

关 键 词：关系营销导向 营销创新 关联市场 知识整合 

分 类 号：F713.50[经济管理—市场营销]