| 基于合作营销理论的4Rs营销研究 |
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| 引用本文： | 李航,.基于合作营销理论的4Rs营销研究[J].华东经济管理,2009,23(8):127-130. |
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| 作者姓名： | 李航 |
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| 作者单位： | 燕山大学,经济管理学院,河北,秦皇岛,066004 |
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| 摘 要： | 文章将企业之间的合作营销引入到以顾客关系为基础的4Rs营销理论中，阐述了合作营销如何能够促进4Rs营销理论中的关联、反应、关系和回报四个要素的实施，进而促进企业建立更好的顾客关系，为企业在市场竞争中获得长远利益提供新的竞争优势。
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| 关 键 词： | 合作营销 营销联盟 4Rs营销 顾客关系 |
4Rs Marketing Based on Co-marketing Theory |
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| LI Hang.4Rs Marketing Based on Co-marketing Theory[J].East China Economic Management,2009,23(8):127-130. |
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| Authors: | LI Hang |
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| Institution: | School of Economic Management;Yanshan University;Qinhuangdao 066004;China |
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| Abstract: | This article brings co-marketing between companies into 4Rs marketing theory based on customer relationship,and demonstrate how co-marketing promotes the factors of 4Rs marketing,which are Relevancy,Response,Relationship,Reward,further to enable companies to build a better customer relationship,and offers a new source of competitive advantage for companies to gain long-term benefits in such a competition environment. |
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| Keywords: | co-marketing marketing alliance 4Rs marketing customer relationship |
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