什么是关系营销？ 释义
作为一种营销手段，关系营销（Relationship Marketing）强调的是在公司与顾客之间构建一种长期持续的关系， 强调顾客服务、服务质量的重要性，并由此而采取的一系列行动。 Theodore Levitt在1983年率先提出关系营销的概念。
关系营销的起源。 历史
早在1980年，B. Schneider就曾评论， 商人们和市场研究人员统统把工作重点放在如何去吸引顾客，而不去维系现有顾客，这一点着实让人感到惊奇。 继而，Levitt在1983年写道， 随着在各种交易过程中所占的分量和比重越来越大，我们看到关系确实在促进销售。 关系已经成为消费者再次消费选择的最为重要的因素。
关系营销与Business Process Reengineering[业务流程重组]关系紧密。 根据重组理论，企业应该根据完整的任务流程， 而不是功能进行重组。
关系营销的运用。 应用
关系营销和传统的交易营销（Transactional Marketing）并非互为排斥、相互矛盾。 在下列情境下，关系营销也许更为适宜：
- 高价值的产品或服务。
- 工业产品。
- 非一般性商品。
- 转换成本高的产品。
- 产品的使用者偏爱持续稳定的关系。
- 产品生产阶段需要客户的介入。 参见： Co-Creation[共同创造]。
关系营销的步骤。
- 绘制服务提供流程系统图。 为系统每一部分设置标准，尤其是在“遭遇点”上。
- 辨识关键性的服务问题。
- 设置服务标准。
- 建立顾客沟通系统。
- 对员工提供实地训练，与顾客保持良好的关系。
- 实施服务标准监督，对提供优异服务的员工进行奖励，对标准细节进行修正。
- 确保每一名员工都能完全理解质量和服务在营销中的重要性。
关系营销的优势。 优点
- 关注顾客价值。
- 强调顾客保持。
- 这是一种市场、服务和质量整合一体的营销方法， 它更能够为企业提供Competitive Advantage[竞争优势]。
- 研究在几产业表示，费用保留一名现有的客户是费用的分数获取一名新的客户。 它那么经常有经济道理给予更多注意对现有的客户。
- 长期客户会为企业提供免费的口头推介。
- 长期顾客一般不太可能投向公司的竞争对手， 这一点使得新的竞争者很难跨入自己的市场领域。
- 愉悦的顾客产生愉悦的员工。
关系营销的局限。 缺点
关系营销不适于以下一些情况：
- 价值相对较低的产品或服务。
- 日消品。
- 一般性商品。
- 转换费用较低的商品。
- 顾客倾向于单一交易关系的商品。
- 没有或较低顾客生产介入的商品。
参考书： 西奥多・Levitt -营销想像力- 
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关系营销 小组
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关系营销 培训|活动
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比较： Customer Relationship Management[顾客关系管理] | Marketing Mix[营销组合] | Extended Marketing Mix[扩展的营销组合] | SERVQUAL[SERVQUAL法] | Benchmarking[标杆分析] | Customer Satisfaction Model[顾客满意度模型] | Total Quality Management[全面质量管理] | Quality Function Deployment[质量功能展开]
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