关系营销中顾客角色变化的实现路径——以利乐公司为例  

The Customers Changing Role in the Realization of the Path in the Relationship Marketing-Tetra Pak

作　　者：韩芳[1] 

机构地区：[1]包头师范学院学报编辑部,内蒙古包头014030

出　　处：《阴山学刊（自然科学版）》2012年第3期109-112,共4页Yinshan Academic Journal(Natural Science Edition)

摘　　要：面对竞争日趋剧烈的市场环境,企业与顾客之间的关系也逐渐发生变化。企业更多地将关系营销应用于实践中,保证与顾客的角色互换和角色体验。最重要的是要让顾客满意。文章通过利乐公司的案例,证实关系营销中,顾客角色变化的重要性及实现路径,以期更好的推动企业的创新和发展。In the face of an increasingly competitive market environment, the relationship between enterprises and customers has gradually changed. Enterprises relationship marketing practice guarantee interchangeable with the customer~ role and the role of experience. The most important thing is to make customer satisfaction. Articles by Tetra Pak case confirmed in relationship marketing, customer changing role of importance and to achieve the path to better promote innovation and development.

关 键 词：关系营销 顾客角色 实现路径 

分 类 号：F713.55[经济管理—市场营销]