可操作的关系营销与相关的道德问题

关系营销是营销理论界的一个热门话题。然而,历经近20年的发展,它的操作性问题却没有解决好。关系营销的可操作性涉及三个问题:关系市场、关系营销组合和关系营销的道德问题。关系营销是一种道德问题颇大的营销方式或营销思想。要解决关系营销的道德问题,需要对关系营销的范围加以限制,需要降低对于关系营销的道德要求,或者需要为关系营销建立一套新的道德标准。

Operational Relationship Marketing and Other Issues on Ethics

Relationship marketing has been a hot topic in marketing theory. However, the problems of its operation have not been resolved successfully during 20 years development. Three key issues must be considered to make relationship marketing workable, namely the issue on relationship market, on relationship marketing mix, and on relationship marketing ethics. This paper mainly discusses the issue on relationship marketing ethics. We find that relationship marketing is problematic in ethics. To solve the problem, we either need limit its uses to a certain scope, or lower the ethical requirements to it, or build a new set of morals for it.