利益相关者理论视角下的大型商业零售企业营销创新研究

创新是企业发展的源动力，对于商业零售企业来说，营销模式创新尤为重要。文章借鉴企业利益相关者理论，针对大型商业零售企业的经营特点，通过建立全新的企业与消费者之间的关系，构建“消费者股东”营销模式，从而拉动更多的顾客成为企业的消费者，形成企业营销的“网络效应”。

Marketing Innovation of Large-Scaled Commercial Retail Enterprises from the Perspective of Stakeholder Theory

Innovation is the core source for the development of enterprises.For commercial retail enterprises,the innovation of marketing model is particularly important.Based on stakeholder theory,this paper analyzes the operating characteristics of large-scaled commercial retail enterprises,establishes a new relationship between enterprises and consumers,and builds up a "consumer shareholder" marketing model,thus more customers will be driven to be true consumers of the enterprises,and finally increases "the network...