关系营销是把营销活动看成是一个企业与消费者、供应商、分销商、竞争者、政府机构及其他公众发生互动作用的过程,企业营销活动的核心是建立并发展这些公众的良好关系。作为企业来说,要满足顾客的需要是生存的第一条件,但是企业还要时刻关注竞争对手的变化,要作到领先竞争对手一步。在和竞争对手的较量中企业要考虑自己的成本情况,要作到适度领先。企业要不断研究顾客的感受和行为模式,企业的高层、中层要“体验顾客的经历”,要认识到是以下几个因素影响顾客的行为:员工的态度、企业的特殊事件、顾客的超值期待、顾客的情绪和反 Relationship marketing regards marketing activities as an interaction process between enterprises and consumers, suppliers, distributors, competitors, government agencies and other public. The core of an enterprise's marketing activities is to establish and develop good relationships among these publics. As an enterprise, to meet the needs of customers is the first condition for survival, but companies must always pay attention to changes in competitors, to be a step ahead of competitors. In the contest with competitors, companies need to consider their own cost situation, to be moderately advanced. Enterprises should continue to study the customer's feelings and behavior patterns, the company's top, middle to “experience the customer's experience,” we must recognize that the following factors affect the customer's behavior: the attitude of employees, the special business events, customer value Expect, customer sentiment and counter