| 基于中国文化的关系营销研究 |
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| 引用本文： | 周鑫华.基于中国文化的关系营销研究[J].商业研究,2011(3):30-34. |
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| 作者姓名： | 周鑫华 |
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| 作者单位： | 澳门科技大学,行政与管理学院,澳门 |
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| 摘 要： | 目前,关系营销(Relationship marketing,RM)已受到理论界和实业界的高度重视。但是,由于中国文化的独特性,把西方的关系营销直接搬到中国来是不合适的。所以,将西方的关系营销与中国的文化结合起来,搞清楚中西方关系营销的异同是非常重要的。
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| 关 键 词： | 关系营销 关系 guanxi 人情 面子 |
Relationship Marketing Based on Chinese Culture |
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| ZHOU Xin-hua.Relationship Marketing Based on Chinese Culture[J].Commercial Research,2011(3):30-34. |
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| Authors: | ZHOU Xin-hua |
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| Institution: | ZHOU Xin-hua(Faculty of Management and Administration,Macau University of Science and Technology,Macau,China) |
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| Abstract: | Relationship marketing(RM) has attracted much attention from academics and practitioners.Because the uniqueness of Chinese culture,it is inadequate to make the direct transfer of western relationship marketing principles into China.It is very important to combine western relationship marketing and Chinese culture,and understand the similarities and differences of relationship marketing. |
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| Keywords: | guanxi |
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