关系营销是企业为实现其自身目标和增进社会福利,不断识别、建立、维护和巩固企业与顾客及其他利益相关者关系的活动,并通过企业的努力,以诚实的交换及履行承诺的方式,使活动涉及各方的目标在营销活动中得以实现。广义上的营销,不仅包括外部市场营销,而且还包括内部市场营销。关系营销的重点在于利益各方相互之间的交流,并形成互利、稳定、相互信任的关系,关系营销的最终实现要靠产品或价值的成熟、高质量的交换。关系营销的目的是双重的,包括社会宏观目标与企业微观目标。关系营销的手段是互利合作关系。互利是合作的前提,没有互利,很难有进一步的合作;缺乏合作的营销也不能成为关系营销。关系营销是动态的过程,而不是静态的状态。 Relational marketing is the activity of enterprises to identify, establish, maintain and consolidate the relationship between enterprises and customers and other stakeholders in order to achieve their own goals and promote social welfare. Through the efforts of enterprises, honest exchange and fulfillment of commitments, Make the goal of the parties involved in the event achievable in the marketing campaign. Marketing in a broad sense includes not only external marketing, but also internal marketing. The focus of relationship marketing lies in the exchange of interests among all parties and the formation of mutually beneficial, stable and mutually trusting relationship. The final realization of relationship marketing depends on the maturity and high quality of products or values ​​exchanged. The purpose of relationship marketing is twofold, including the social macro goals and business micro goals. The means of relationship marketing is mutually beneficial cooperation. Mutual benefit is the premise of cooperation. Without mutual benefit, it is very difficult to have further cooperation. Lack of cooperation in marketing can not become relationship marketing. Relationship marketing is a dynamic process, not a static one.