关系营销是交易营销的"革命"吗

关系营销于20世纪80年代提出,于90年代得到广泛的认可,成为市场营销领域近年来的热门话题。随着对关系营销理论研究的日益深入,有些学者从关系营销和交易营销理论的差异出发,提出了"关系营销是营销理论的革命"的论题。但根据库恩的理论框架来分析,这样的提法并不确切,关系营销理论的确是交易营销理论的新阶段,但并不能对交易营销理论构成革命。

Can the Relationship Marketing Theory Be the Revolution of the Transaction Marketing Theory

Relationship marketing, which was proposed in 1980's and received broadly by the public in 1990's are becoming one of the most popular issues in marketing recently. With the development of study in it, some scholars consider "relationship marketing is the revolution of traditional transaction marketing theory" based the difference of the relationship marketing and transaction marketing theory. How can we judge whether one theory is the revolution of another one? According the framework of Thomas S.Kuhn,we find the viewpoint above cannot be proved properly. Relationship marketing is the new development of transaction marketing theory, but it cannot be the revolution of transaction marketing theory.