品牌塑造中的关系营销应用研究

品牌是消费者与产品之间建立的一种关系，品牌塑造的过程，就是企业与消费者、公众、相关组织及媒体关系形成的过程。因此，品牌塑造对关系营销的思想和方法有着本质的要求。本文在对关系营销理论进行综述研究的基础上，分析了品牌塑造中关系营销的重要性，并提出了品牌塑造中的关系营销框架。

Study on Relationship Marketing Application in Brand-moulding

The brand is a kind of relation established between consumer and products. The process of the brand-moulding is the process of relationship building with consumers, the public, relevant organizations and medias by the enterprise. So brand-moulding has essential requirements to the theorems and methods of relationship marketing. This article analyses the importance of relation marketing in brand- moulding based on a survey into the theory of relationship marketing, and then proposed a relationship marketing frame in brand-moulding.