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面对竞争日趋剧烈的市场环境,企业与顾客之间的关系也逐渐发生变化。企业更多地将关系营销应用于实践中,保证与顾客的角色互换和角色体验。最重要的是要让顾客满意。文章通过利乐公司的案例,证实关系营销中,顾客角色变化的重要性及实现路径,以期更好的推动企业的创新和发展。
Faced with the increasingly competitive market environment, the relationship between business and customers is gradually changing. Enterprises will be more relationship marketing in practice, to ensure that the role of customer exchange and role experience. The most important thing is to make customers satisfied. The article through the case of Tetra Pak, confirms the importance of the change of customer’s role in the relational marketing and the realization path, in order to better promote the innovation and development of the enterprise.