关系营销理论与学报管理的关系导向  

On the Theory of Relationship Marketing and the Direction of Relationship of Journal Management

作　　者：华晓红[1] 

机构地区：[1]浙江传媒学院学报编辑部

出　　处：《浙江传媒学院学报》2014年第6期133-136,144,共4页Journal of Zhejiang University of Media & Communications

摘　　要：关系营销理论把注意力从产品转移到人,认为企业应与顾客和其他利益相关者之间建立、保持一种长远关系,从而实现价值交换。高校学报管理也有必要引入关系营销理论,花大力气建设好与作者、读者、管理者、内部员工等相关利益者的长期稳定关系,在良好互动中塑造和维护品牌形象,实现学报的发展。The theory of relationship marketing considers that a long-term relationship between business,clients and other stakeholders should be built. Business could exchange values with stakeholders through this relationship. It is very beneficial for introducing relationship marketing into journal management. Editors of journal should develop a long and steady relationship with stakeholders such as authors,readers,managers and employees,etc.,build and keep the image of brand through nicer exchanges,thereby,promote the development of journal.

关 键 词：关系营销 相关利益者 学报 品牌 

分 类 号：G239.22[文化科学]