新的营销主导逻辑下营销组合的拓展_一个整合交易营销与关系营销的框架.pdfVIP

2008 11 新的营销主导逻辑下营销组合的拓展 一个整合交易营销和关系营销的框架 A Broadening Framework ofM arketingM ix from the Comprehensive erspective 1 2 1 乔 时 曹家为 王菁娜 Q IAO Shi CAO Jiaw ei WANG Jingna ( 1 300071 2 300222) [ ] 国内外学者通常将交易营销和关系营销视为对立的范式加以 究, 这对企业的营销实践产 生了不利的影响, 营销组合理论也受到越来越多的质疑作者在文献回顾的基础上指出营销组合并没有过 时, 它同样适用于管理客户关系, 并基于营销组合理论提出了拓展的概念性框架新的框架遵循了新的营 销主导逻辑, 并兼顾了关系营销在理论上的必威体育精装版视角和交易营销在实践上的优势 Abs tract: The paradigm conflict between transaction m arketing and relationship m arketing has negative mi pact on marketing practiceA lthough a considerable number of academ ic scholars criticize and attack the traditional marketing m ix theory, the author finds thatm arketingm ix still dom inate themarketing practices and should bemore usefulBased on new dom inant logic of marketing, this paper proposes a new broadening framework of marketing m ix, which integrates the perspective of relationshipmarketing and the practical advantage of traditionalmarketing m ix [] 营销组合 交易营销 关系营销 价值 K ey w ord s: M arketing m ix Transaction marketing Relationshipmarketing V alue [] F7133 [] A [] 1000- 1549 ( 2008) 11- 0079- 05 , V argo Lusch ( 2004, 2008) , , , ( S- D logic) , 40 4 s , , , 4 s , , , , ( Carson , 2004) , , , ; , , : 2008- 8- 5 : , , , , ; , , , , ; , , , , 79 2008 11 , , V ence ( 2002) , ; Grnroos ( 1994) 8 ; Covi