定位理论与关系营销理论在汽车技术品牌营销中的应用研究  

Research on the application of positioning theory and relationship marketing theory in automotive technology brand marketing

作　　者：李朝 孙道培 田育臣 李夏 柳斌 左珊珊 易刚 李善君 Li Zhao;Sun Daopei;Tian Yuchen;Li Xia;Liu Bin;Zuo Shanshan;Yi Gang;Li Shanjun(Zhejiang Geely Powertrain Research Institute,Ningbo 315800,China;Geely Automobile Research Institute(Ningbo)Co.,Ltd.,Ningbo 315336,China;Lynk&Co Automobile Sales Co.,Ltd.,Hangzhou 310000,China)

机构地区：[1]浙江吉利动力总成研究院,浙江宁波315800 [2]吉利汽车研究院完(宁波)有限公司,浙江宁波315336 [3]领克汽车销售有限公司,浙江杭州310000

出　　处：《汽车知识》2024年第6期203-205,共3页Auto Know

摘　　要：汽车技术品牌的场景化营销是在品牌定位之后的具体动作,二者具有一脉相承的关系,因此本文将定位理论与关系营销放在一起论述。关系营销理论指明了客户关系营销之外的其他5个模块也是非常重要的保障,基于交易成本的关系营销模型可以帮助企业精准调配战略资源用于客户开发。The scene marketing of Automotive technology brand is the specific action after the brand positioning,and the two have a continuous relationship.This paper innovatively discusses the positioning theory and relationship marketing together.Relationship marketing theory points out that other five modules besides customer relationship marketing are also very important guarantees.The relationship marketing model based on transaction cost can help enterprises accurately deploy strategic resources for customer development.

关 键 词：营销 定位理论 关系营销理论 汽车技术品牌 

分 类 号：F426.471[经济管理—产业经济]