防范关系营销变质成商业贿赂的问题研究  

Prevention of Deteriorating Relationship Marketing into Commercial Bribery

作　　者：孙慧娟[1] 刘明霞[1] 

机构地区：[1]邢台学院工商管理系,河北邢台054001

出　　处：《鸡西大学学报（综合版）》2014年第2期77-78,85,共3页JOurnal of Jixi University:comprehensive Edition

摘　　要：关系营销理论已成为21世纪企业营销的指导思想。但在实践操作中出现了商业贿赂与关系营销认识的误区,甚至把商业贿赂作为了关系营销的替代品。对关系营销和商业贿赂进行比较分析,明确二者之间的界定,完善相应的法律规范,对于防范关系营销变质成商业贿赂以及防止利用关系营销进行商业贿赂均具有较强的实践价值。Relationship marketing theory has become the 21st century＆#39;s guiding ideology of corporate marketing .But in practice, relationship marketing and commercial bribery are oftenconfused .Commercial bribery is even considered as an alternative to relation-ship marketing .The paper made a comparative analysis of relationship marketing and commercial bribery in order to clarify their re -lationship and difference ,and improve the relevant laws and regulations .And some measures which have practical value for the pre-vention of deteriorating relationship marketing into commercial bribery are put forward .

关 键 词：关系营销 商业贿赂 灰色营销 

分 类 号：D922.294[政治法律—经济法学]