ꆡ2009쓪08퓂ꆡꆡꆡꆡꆡꆡꆡꆡꆡꆡꆡꆡꆡꆡꆡꆡAug1,2009(뗚23뻭뗚8웚ꆡ)EastChinaEconomicManagemꆡꆡꆡꆡꆡent(,)ꇱ펪쿺맜샭ꆾDOIꆿ1013969/j1issn11007-5097120091081026맘쾵펪쿺훐뗄맘쾵좡쿲폫퇝뷸믺훆ꆪꆪꆪ릲짺샭싛쫓뷇역붨럂a,b(훘쟬릤짌듳톧ꆡa1짌컱닟뮮톧풺;b1뎤붭짏폎뺭볃퇐뺿훐탄,훘쟬ꆡ400067)[햪튪]21쫀볍뗄쫐뎡뺺헹쫇릩펦솴폫릩펦솴횮볤뗄뺺헹ꆣ맋뿍쫇릩펦솴뗄훘튪튻풱,듓릲짺샭싛뗄쫓뷇,쪵쪩맘쾵펪쿺뗄웳튵횼퓚폫맋뿍릹붨튻훖붨솢퓚릩탨믹뒡짏뗄쿠뮥틀듦ꆢ쿠뮥ퟷ폃뗄뫍킳릲짺맘쾵,쯼룼잿뗷ꆰ뮥늹탔ꆱꆢꆰ킭춬탔ꆱꆢꆰ퓶횵탔ꆱ뫍ꆰ릲펮탔ꆱꆣ솬탸뮥믝릲짺쒣쪽쫇믹폚맘쾵펪쿺뗄웳튵폫맋뿍릲짺쒿뇪쒣쪽,쫇맘쾵펪쿺뗄맘쾵좡쿲ꆣ맘쾵펪쿺훐뗄맘쾵쫇튻룶뚯첬랢햹뗄맽돌,웤퇝뷸믺훆폐죽훖,벴:맦랶탍릲짺ꆢ쳘헷탍릲짺뫍맽돌탍릲짺ꆣ퓚릲짺죚뫏훐,맋뿍훒돏뛈늻뛏쳡룟,웳튵폫맋뿍릲춬훂솦폚붨솢뎤웚컈뚨뗄릲짺뫏ퟷ맘쾵ꆣ[맘볼듊]맘쾵펪쿺;맘쾵좡쿲;솬탸뮥믝릲짺;퇝뷸믺훆[훐춼럖샠뫅]F274ꆡꆡꆡ[컄쿗뇪횾싫]Aꆡꆡꆡ[컄헂뇠뫅]1007ꆪ5097(2009)08ꆪ0119ꆪ04TheRelationTargetandEvolutionMechanismsintheRelationshipMarketingꆪꆪꆪAttheSymbiosisTheoriesAnglePENGa,bJian2fang(a1StrategicalPlanningCollege;b1EconomicResearchCenterofChangjiangRiverUpstream,ChongqingTechnologyandBusinessUniversity,Chongqing400067,China)Abstract:,,,itsevolutionmechanismhavethreekinds,namely:normtypesymbiosis,,theloyaltyofcustomerraisescontinuouly,:relationshipmarketing;relationtarget;continuousandmutualismsymbiosis;evolutionmechaniꆡꆡ20쫀볍쒩,컷랽쫐뎡펪쿺톧샭싛뷧쿆웰튻뎡ꆰ펪펪쿺뗄뫋탄쓚죝ꆣ퓚맺쓚,뺡맜톧뷧퓚맘쾵펪쿺폫붻쿺톧퇐뺿랶쪽ꆱ룯쏼,벴듓붻틗떼쿲탍뗄펪쿺랶쪽쿲틗펪쿺뗄맘쾵랽쏦,틑탎돉뷏캪튻훂뗄맛뗣,벴맘쾵ꆰ맘쾵ꆱ랶쪽뇤[1](kotler,1991)ꆣꆰ맘쾵ꆱ랶쪽틔펪쿺쫇뒫춳붻틗펪쿺뗄퇓짬뫍랢햹(룊뇌좺,2002;맘쾵펪쿺샭싛캪듺뇭,맘쾵펪쿺(Relationshipmarket2췴쳎[1,3],2004),떫뛔듓붻틗펪쿺떽맘쾵펪쿺뗄퇝뷸ing)뗄룅쓮ퟮ퓧평Berry폚1983쓪쳡돶ꆣBerry죏캪맘믺훆,믲헟맘쾵펪쿺훐ꆰ맘쾵ꆱ닺짺뫍랢햹뗄뚯솦믺쾵펪쿺뻍쫇컼틽ꆢ놣돖틔벰삩햹맋뿍맘쾵[2]ꆣ듋뫳뗄훆뗈,퇐뺿뮹폐듽뷸튻늽짮죫ꆣ듓릲짺샭싛뗄쫓뷇,튻쾵쇐퇐뺿튲뇭쏷,폫맋뿍붨솢뎤웚뫏ퟷ맘쾵쫇맘쾵쪵쪩맘쾵펪쿺뗄웳튵횼퓚폫맋뿍틔벰룷맘쾵랽릹붨튻[쫕룥죕웚]2008ꆪ06ꆪ05[믹뷰쿮쒿]훘쟬릤짌듳톧쟠쓪믹뷰뿆퇐쿮쒿(0751014)[ퟷ헟볲뷩]역붨럂(1973ꆪ),쓐,뫾놱쳬쏅죋,훘쟬릤짌듳톧짌컱닟뮮톧풺뢱뷌쫚,뷌폽늿죋컄짧믡뿆톧훘뗣퇐뺿믹뗘훘쟬릤짌듳톧뎤붭짏폎뺭볃퇐뺿훐탄볦횰퇐뺿죋풱,맜샭톧늩쪿,퇐뺿랽쿲:펪쿺맜샭폫닟뮮ꆣꆪ119ꆪ' 1994-2009 China Academic Journal Electronic Publishing House. All rights reserved.
훖뫍킳릲짺맘쾵,틔듋캪돶랢뗣,놾컄쫔춼뷒쪾룃맘횵ퟮ듳뮯ꆣ쾵캬쾵뫍랢햹뗄쓚퓚믺샭ꆪꆪꆪ듓튻룶탂뗄쫓뷇첽뺿맘21킭춬쫇웳튵폫맋뿍릲짺맘쾵뗄놾훊쳘헷횮튻ꆣ쾵펪쿺뚯솦믺훆풭쏼쳢뗄듰낸ꆣ21쫀볍뗄쫐뎡뺺헹쫇훷뿍쳥쮫랽캪쇋릲춬뗄샻틦췹췹닉좡쿠뮥횧돖ꆢ쿠뮥릩펦솴폫릩펦솴횮볤뗄뺺헹ꆣ캪퇐뺿랽뇣웰볻,놾컄엤뫏뗄첬뛈뫍탐뚯ꆣ뷶퇐뺿맋뿍훐폐퓙짺닺탐캪뗄짺닺헟뫍폐퓙쿺쫛탐캪31웳튵폫맋뿍릲짺맘쾵랴펳쇋웳튵폫맋뿍ퟷ캪릩뗄훐볤짌,늢붫맋뿍ퟷ캪릩펦솴뗄훘튪튻풱뷸탐퇐뺿ꆣ펦솴짏쿂폎돉풱횮볤뗄컯훊ꆢ탅쾢뫍쟩룐맘쾵,웤닺튻ꆢ맘쾵펪쿺훐뗄맘쾵쪵훊:뫍킳릲짺짺폫랢햹쫇컯훊ꆢ탅쾢뫍쟩룐맘쾵ퟷ폃뗄횱뷓뷡맻,ꆰ릲짺ꆱ튻듊살풴폚쾣산폯,1879쓪평뗂맺짺컯튻떩헢훖맘쾵쿻췋믲즥쪧,릲짺맘쾵뻍쿻췋믲즥쪧;톧볒뗂놴샯(AntondeBary)쳡돶ꆣ쯻붫릲짺뚨틥캪튻떩헢훖맘쾵퓶잿믲볓짮,릲짺맘쾵뻍퓶잿믲볓짮ꆣ늻춬훖쫴내쒳훖컯훊솪쾵뛸짺믮퓚튻웰ꆣ듓튻냣틢틥웳튵폫맋뿍릲짺맘쾵쳥쿖캪릲짺뺭볃튪쯘뗄릩쟳맘쾵,짏쮵,릲짺쫇횸릲짺떥풪(죧쪵쪩맘쾵펪쿺뗄웳튵폫헢훖맘쾵뗄웰뗣뫍훕뗣뚼쫇샻틦맘쾵ꆣ샻틦ퟷ캪뿍쳥맋뿍)횮볤퓚튻뚨뗄릲짺뮷뺳(죧릩펦솴뺺헹뮷뺳)뻟폐싺ퟣ훷쳥탨튪뗄쫴탔,쯼쫇죋쏇퓚컯훊뫍탄샭짏훐내쒳훖릲짺쒣쪽(릲짺쒣쪽뗄뿉쓜ퟩ뫏죧뇭1)탎쯹쓜믱뗃뗄탨쟳뗄싺ퟣꆣ맘쾵펪쿺뗄랢짺ퟮ훷튪풭틲돉뗄맘쾵ꆣ릲짺맘쾵늻쫇만뚨늻뇤뗄,쯼쯦릲짺떥풪쫇싲싴쮫랽횮볤폐샻틦짏뗄뮥늹,웳튵폃닺욷믲럾컱탔훊뗄뇤뮯벰릲짺뮷뺳뗄뇤뮯뛸뇤뮯,별짺맘쾵뿉틔듓쿻럑헟쓇샯믱좡샻죳,맋뿍폃믵뇒듓쫐뎡짏믱뗃ퟔ퇝뇤캪욫샻릲짺짵훁뮥믝릲짺맘쾵,뛸뗣릲짺튲뿉틔벺쯹탨뗄닺욷믲럾컱뗄춬쪱쪵쿖맋뿍볛횵ퟮ듳뮯ꆣ죧퇝뇤캪볤킪릲짺ꆢ솬탸릲짺횱훁튻쳥뮯릲짺맘쾵ꆣ맻쎻폐룷ퟔ샻틦뗄쪵쿖뫍싺ퟣ,쮫랽뻍늻믡붨솢솼뫃뇭뗄맘쾵ꆣ컈뚨뗄릲짺믯냩맘쾵붨솢퓚뮥샻뗄믹뒡짏,1릲짺쒣쪽(M)뗄뿉쓜ퟩ뫏iퟩ횯쒣쪽쪹쮫랽퓚샻틦짏좡뗃튻훂,쪵쿖쮫펮뮥샻,헢쫇릲짺뗣릲짺볤킪솬탸튻쳥뮯맘쾵삵틔붨솢뫍랢햹뗄믹뒡ꆣ틲듋,릲짺맘쾵킭뗷뗄탐캪쒣쪽릲짺릲짺릲짺맘볼퓚폚쇋뷢쮫랽뗄샻틦탨쟳,톰헒쮫랽샻틦뗄릲춬별짺M11M12M13M14뗣,늢얬솦쪹쮫랽릲춬뗄샻틦뗃틔쪵쿖ꆣ욫샻릲짺M41웳튵폫맋뿍뗄릲짺맘쾵늻뷶펰쿬웤ퟔ짭뗄듦퓚21M22M23M24뮥믝릲짺M뫍랢햹,뛸쟒펰쿬헻룶릩펦솴뗄듦퓚폫랢햹,뮹믡펰31M32M33M34쿬솴췢뗄웤쯼웳튵뫍맋뿍뗄듦퓚폫랢햹(믽벫뗄ꆢ쿻벫뗄믲훐탔뗄쪾랶킧펦)ꆣ죧,웳튵춨맽폫맋뿍붨솢튻쯦ퟅ릲짺퇐뺿뗄훰붥짮죫틔벰짧믡뿆톧뗄랢햹,훖뎬풽싲싴맘쾵뗄뫍킳릲짺맘쾵,듙쪹맋뿍탎돉뛔웳뛾쪮쫀볍컥쇹쪮쓪듺뫳,ꆰ릲짺ꆱ뗄쮼쿫뫍룅쓮틑늻캪튵벰닺욷뗄솼뫃펡쿳뫍움볛,쳡룟웳튵벰닺욷퓚쫐뎡짺컯톧볒쯹뛀쿭,훰늽틽웰죋샠톧볒ꆢ짺첬톧볒ꆢ짧짏뗄횪쏻뛈뫍쏀폾뛈,맋뿍튲믱뗃룼뛠뗄맋뿍죃뛉볛믡톧볒ꆢ뺭볃톧볒ꆢ맜샭톧볒짵훁헾훎볒뗄맘힢,튻횵,웤쯼웳튵튲럗럗킧럂,룼뛠뗄맋뿍쫜틦,헻룶짧킩풴폚짺컯뷧뗄릲짺룅쓮뫍랽램샭싛퓚훮뛠쇬폲쓚헽믡튲뇤뗃룼볓뫍킳ꆣ퓚뗃떽퓋폃뫍쪵쪩ꆣ짵훁폐짧믡톧볒쳡돶,떱뷱죋샠51뷸뮯쫇웳튵폫맋뿍뗄릲짺맘쾵랢햹뗄ퟜ쟷쫆뫍짧믡헽싵죫튻룶ꆰ뛠풪릲짺뗄쪱듺ꆱ[4]ꆣퟜ랽쿲ꆣ뺡맜웳튵폫맋뿍듦퓚뛠훖릲짺쒣쪽,떫쫇뮥맘쾵펪쿺틔맘쾵캪ퟅ퇛뗣,붫펪쿺쫓캪웳튵붨솢믝릲짺쫇뷸뮯뗄튻훂랽쿲ꆣ캩폐뫏샭럖쿭,닅폐뫍킳쫐뎡맘쾵뗄믮뚯,캪맋뿍쳡릩룟훊솿럾컱,춬맋뿍붨릲짺,웳튵폫맋뿍닅쓜헦헽붨솢뎤웚컈뚨뗄릲짺믯냩솢솬탸돖뻃뗄맘쾵,쪵쿖맋뿍훕짺볛횵ퟮ듳뮯,ퟮ훕맘쾵ꆣ듯떽놣돖맋뿍뗄쒿뇪[1]ꆣ듓릲짺샭싛쫓뷇,맘쾵펪쿺뛾ꆢ맘쾵펪쿺훐뗄맘쾵쒣쪽훐뗄ꆰ맘쾵ꆱ쪵훊짏쫇튻훖붨솢퓚릩탨믹뒡짏뗄쿠뮥맘쾵펪쿺ퟷ캪튻훖닎폫쫐뎡뺺헹뗄훘튪펪쿺랽싔,틀듦ꆢ쿠뮥ퟷ폃뗄뫍킳릲짺맘쾵,쯼룼잿뗷ꆰ뮥늹웤쪵쪩맽돌틔벰ퟷ폃뗄랢믓늻쫇튻뛸뻍뗄,쯼폐삵탔ꆱꆢꆰ킭춬탔ꆱꆢꆰ퓶횵탔ꆱ뫍ꆰ릲펮탔ꆱꆣ뻟쳥냼삨폚맘쾵뗄붨솢뫍컈만ꆣ맘쾵쫇튻룶뚯첬랢햹뗄맽돌,틔쿂랽쏦:틲듋,맘쾵펪쿺쯹쳥쿖돶살뗄ꆰ릲짺ꆢ킭춬ꆢ퓶횵ꆢ11쯼랴펳쇋웳튵폫맋뿍횮볤뗄튻훖쿠뮥틀듦맘쾵ꆣ릲펮ꆱ튲쫇튻룶붥뷸맽돌ꆣ듓릲짺샭싛쫓뷇,맘쾵펪헢훖풴폚쳡룟맋뿍싺틢뛈뫍훒돏뛈뛸죕틦쏜쟐뗄춬튻쿺훐뗄맘쾵뻟쳥뇭쿖캪튻쾵쇐뗄릲짺쒣쪽ꆣ냼삨웳튵릩펦솴짏쿂폎돉풱틀듦맘쾵,쓜퓚릲춬벤믮ꆢ릲춬쫊폫맋뿍릲짺ퟩ횯쒣쪽(죧뇭2)뫍웳튵폫맋뿍릲짺탐펦ꆢ릲춬랢햹훐듙뷸릩펦솴쿲룼뻟뺺헹폅쫆뗄랽쿲퇝캪쒣쪽ꆣ뮯ꆣ릲짺캪웳튵뫍맋뿍쳡릩샭쿫뗄뷸뮯슷뺶,헢훖뷸웳튵폫맋뿍릲짺탐캪쒣쪽냼삨별짺ꆢ욫샻릲짺뫍뮯슷뺶쪹웳튵뫍맋뿍퓚쿠뮥벤샸훐릲춬뷸뮯ꆪꆪꆪ웳튵뮥믝릲짺죽훖샠탍ꆣ평폚별짺쒣쪽놾짭늻믡닺짺탂쓜듯돉펪쿺쒿뇪,쳡룟쫐뎡뺺헹솦,맋뿍퓲쪵쿖ퟔ짭볛솿,뛸쟒헻룶릲짺맽돌훐,쓜솿쫇떥쿲쇷뚯뗄,뇭쿖ꆪ120ꆪ' 1994-2009 China Academic Journal Electronic Publishing House. All rights reserved.
캪튻랽쿲쇭튻랽컞뎥쳡릩쓜솿ꆣퟷ캪샭탔뗄ꆰ뺭볃돌뛈뗄퓶잿,릲짺믯냩훐뗄튻랽닎폫떽쇭튻랽짺닺뺭죋ꆱ,컞싛쫇웳튵뮹쫇맋뿍뚼늻믡풸틢뎤웚캪쇭튻랽쳡펪믮뚯훐뗄뢴퓓돌뛈풽살풽룟,폈웤쫇웳튵ퟷ캪맘쾵릩ퟔ벺쎻폐믘놨뗄럾컱ꆣ틲듋,별짺쒣쪽퓚맘쾵펪쿺펪쿺뗄쪵쪩랽닎폫맋뿍짺닺뺭펪맽돌뗄뢴퓓돌뛈풽살쪵볹훐늻뿉쓜듦퓚ꆣ욫샻릲짺쒣쪽쿂릲짺쾵춳믡닺짺풽룟ꆣ믲헟쮵,쯦ퟅ쮫랽닎폫돌뛈뗄늻뛏퓶볓,웳튵탂쓜솿,떫쓜솿뗄럖엤횻믝벰릲짺떥풪뗄튻랽,뛔쇭폫맋뿍뗄릲짺돌뛈늻뛏볓짮ꆣ튻랽살쮵,볈컞쯹뗃,튲컞쯹쪧ꆣퟷ캪샭탔뗄쫐뎡훷쳥,쫇늻믡돖탸ퟶ헢훖ꆰ샻죋늻샻벺ꆱ뗄붻틗뗄,쓄엂헢쫇튻훖늻쯰벺뗄붻틗[5]ꆣ틲듋,ퟜ뗄살뾴쓑틔닺짺돖탸뗄릲짺ퟷ폃,헢훖릲짺쒣쪽튲늻뻟폐돖뻃컈뚨뗄쳘헷ꆣ뮥믝릲짺맘쾵뿉틔쪹릲짺쾵춳닺짺탂쓜솿,늢쪹탂쓜솿믝벰릲짺룷랽,듓뛸탎돉맘쾵펪쿺쪵쪩폫랢햹뗄뚯솦믹뒡ꆣꆡ뇭2웳튵폫맋뿍릲짺ퟩ횯쒣쪽뗣릲짺쒣쪽볤킪릲짺쒣쪽솬탸릲짺쒣쪽ꋙ퓚쒳쳘뚨쪱뿌ꋙ내쒳쪱볤볤룴ꋙ퓚튻럢뇕쪱볤춼1ꆡ맘쾵펪쿺훐뗄맘쾵퇝뷸쒣탍웳튵폫맋뿍튻듎T,웳튵폫맋뿍쟸볤쓚,웳튵폫쯄ꆢ맘쾵펪쿺훐뗄맘쾵퇝뷸믺훆폫잿뮯슷뺶탔뫏ퟷ뛠듎뫏ퟷ맋뿍솬탸뫏ퟷ맘쾵펪쿺쪵볹훐웳튵폫맋뿍릲짺믯냩맘쾵랢햹뗄쳘ꋚ웳튵폫맋뿍횻ꋚ웳튵폫맋뿍횻ꋚ웳튵폫맋뿍퓚맽돌,쪵볊짏튲쫇솽헟탅죎맘쾵랢햹뗄맽돌ꆣ퓚맘쾵퓚쒳튻랽쏦랢짺퓚쒳튻랽쏦믲짙뛠랽쏦랢짺ퟷ폃펪쿺쪵쪩횮돵,웳튵폫맋뿍횮볤뫏ퟷ늩?뗄쪵쿖뫍캬헷ퟷ폃쫽랽쏦랢짺ퟷ폃ꋛ릲짺맘쾵뇈뷏ꋛ릲짺맘쾵뻟폐ꋛ릲짺맘쾵뻟폐컈뚨쟒뻟폐뇘좻돖룼뛠틀뾿뗄쫇쿠뮥횮볤뿉탅뗄췾킲[6,7]ꆣ쯦ퟅ뫏ퟷ늩늻컈뚨탔뫍쯦믺쒳훖늻컈뚨탔뫍탔?맽돌훐붻췹뗄짮뮯,웳튵폫맋뿍횮볤뗄탅죎맘쾵폫탔쯦믺탔ꋜ릲뷸뮯뫜쏷쿔죕뻣퓶,뇋듋뗄탅죎훰붥좡듺뿉탅뗄췾킲돉캪캬쾵컈ꋜ릲뷸뮯늻쏷쿔ꋜ릲뷸뮯뷏쏷쿔뚨맘쾵뗄얦듸ꆣ1.웳튵폫맋뿍릲짺맘쾵뗄탎돉믺훆붫웳튵폫맋뿍릲짺뗄ퟩ횯쒣쪽뫍탐캪쒣쪽뛾헟뷡룹뻝릲짺맘쾵랢햹맽돌,붫릲짺럖캪죽훖늻춬뗄뫏웰살뾴,솬탸뮥믝릲짺쒣쪽쫇믹폚맘쾵펪쿺뗄웳튵샠탍,벴맦랶탍릲짺ꆢ쳘헷탍릲짺ꆢ맽돌탍릲짺ꆣ맦폫맋뿍릲짺쒿뇪쒣쪽ꆣ룃쒣쪽쿂,릲짺쫇솬탸뗄랶탍릲짺닺짺폚붨솢튻쳗벤샸웳튵폫맋뿍닉좡뫏ퟷ탐,웳튵폫맋뿍횮볤뻟폐쏜쟐ꆢ컈뚨뗄솪쾵,춨맽릲짺뫏ퟷ캪ꆢퟨ횹솽헟횮볤쿠뮥웛욭뗄맦랶,틔퓶볓뫏ퟷ뗄쫕쪹릲짺킧틦늻뛏쳡룟ꆣ춬쪱,헢훖쒣쪽볈쓜닺짺탂쓜틦,쳡룟웛욭뗄돉놾;쳘헷탍릲짺닺짺폚웳튵폫맋뿍솿횮볤퓚웳튵컄뮯ꆢ짧믡놳뺰뗈랽쏦뗄쿠쯆믲쿠뷼;맽,폖쓜캬뮤ퟔ짭뗄뛀솢탔,뮹뿉틔쪹웳튵폫맋뿍퓚릲짺솴훐믱뗃룷ퟔ뗄샻틦늢늻뛏뷸뮯ꆣ돌탍릲짺닺짺폚탐캪뗄솬탸탔,뎤웚돖탸뫍뿉뾿뗄쿠죽ꆢ맘쾵펪쿺훐뗄맘쾵퇝뷸쒣탍뮥맘쾵폐훺폚뷸튻늽잿뮯쿠뮥횮볤뗄릲짺맘쾵ꆣ퓚웳웳튵폫맋뿍릲짺ퟩ횯쒣쪽퇝뷸뗄맽돌,튻랽쏦쫇튵쪵쪩맘쾵펪쿺랽싔ꆢ폅톡뫏ퟷ믯냩뗄맽돌훐,짏쫶릲짺죽훖릲짺믺훆뻹랢믓ퟅ훘튪ퟷ폃ꆣ(맘쾵)돌뛈늻뛏볓짮뗄맽돌,쇭튻랽쏦튲쫇캪쳡룟릩펦솴헻쳥벨킧뛸늻뛏쳡룟닎폫뛈뗄맽돌ꆣ뻍웳(1)맦랶탍릲짺ꆣ뛔폚웳튵뛸퇔,쓢뚩튻룶쓜릻튵폫맋뿍뛸퇔,닎폫뛈룼횱뷓뗘뇭쿖캪튻랽닎폫쇭튻좷놣폫맋뿍쪵쿖쮫펮뗄릩펦솴킭틩쫇붨솢맦랶탍릲짺랽짺닺뺭펪믮뚯뗄돌뛈,틲캪헢훖쿠뮥닎폫ꆢ쿠뮥냯뗄믹뒡ꆣ킭틩쓢뚩맽돌훐,펦폫맋뿍뷸탐돤럖킭짌ꆣ훺폐틦폚릩펦솴벨킧룄짆ꆣ헢솽룶랽쏦춬퇹쫊폃폚웳킭틩훁짙펦냼삨틔쿂솽룶랽쏦뗄쓚죝:뗚튻,붨솢뫏튵폫맋뿍릲짺탐캪쒣쪽뗄퇝뷸ꆣ벴쯦ퟅ릲짺탐캪쒣쪽샭뗄쫕틦럖엤믺훆,냑맋뿍펦룃뗃떽뗄뺭볃샻틦럅퓚듓욫샻릲짺떽뮥믝릲짺,웳튵폫맋뿍횮볤뗄샻틦럖엤쫗캻,횻폐헢퇹,닅믡폐웳튵ퟔ짭뺭볃샻틦뗄뎤풶믱훰붥쟷폚뻹뫢,틲캪폐뫏샭뗄샻틦풤웚좡;뗚뛾,붨솢폐킧뗄럧쿕럀랶믺훆,맦뚨캥놳킭틩,틲듋쮫랽룼힢훘춨맽킭춬쳡룟릩펦솴ퟜ쫕틦,튲룼맘힢뇋듋뗄퓶쫜떽뗄돍랣,볓듳웛욭뫍쳓틝뗄돉놾,컈뚨뫏ퟷ맘쾵ꆣ횵탐캪(2)쳘헷탍릲짺ꆣ웳튵폫맋뿍뗄웳튵컄뮯쿠쯆,,쿠뮥닎폫뗄믽벫탔풽살풽룟,릲짺돌뛈튲죕틦볓짮ꆣ믹폚듋,컒쏇릹붨튻룶웳튵폫맋뿍릲짺맘쾵믲웳튵뻟폐룼죝틗놻맋뿍죏춬뗄웳튵컄뮯,쓜릻쪹맘랢햹쒣탍(죧춼1쾵펪쿺뗄쪵쪩맽돌룼캪쮳뎩ꆣ헢샯,튪쟳쳴톡뫏쫊뗄),ퟷ캪뛔웳튵폫맋뿍릲짺쒣쪽퇝뷸맽돌뗄볲뮯폫돩쿳ꆣ쒣탍훐,ퟝퟸ뇪듺뇭릲짺뛔쿳닎맋뿍ퟷ캪맘쾵펪쿺뗄쪵쪩뛔쿳,벴훘튪맋뿍ꆣ듋췢,폫돌뛈맋뿍뗄뫏ퟷ틢쪶쫇훘튪뗄톡퓱쳵볾횮튻,헢킩뻹폐샻,뫡ퟸ뇪듺뇭릲짺돌뛈ꆣ쒣탍뇭쏷,쯦ퟅ릲짺ꆪ121ꆪ' 1994-2009 China Academic Journal Electronic Publishing House. All rights reserved.
폚잿뮯릲짺맘쾵뫍뫏ퟷ탐캪뗄솬탸탔ꆣꆡꆡ컥ꆢ뷡쫸폯(3)맽돌탍릲짺ꆣ릲짺맘쾵쫇튻룶뚯첬잿뮯ꆢ쿠21쫀볍뗄쫐뎡뺺헹쫇릩펦솴폫릩펦솴횮볤뗄뺺헹ꆣ뮥폕떼뗄맽돌ꆣ죧맻웳튵폫맋뿍횮볤뇋듋뫏ퟷ,쯦ퟅ맋뿍쫇릩펦솴뗄훘튪튻풱,듓릲짺샭싛뗄쫓뷇,맘쾵쿠뮥맘쾵뗄랢햹,쮫랽쫕틦뚼뗃틔쳡룟,릲짺맘쾵믡펪쿺훐뗄ꆰ맘쾵ꆱ쪵훊짏쫇튻훖붨솢퓚릩탨믹뒡짏뗄뷸튻늽짮뮯,맋뿍훒돏뛈튲쯦횮쳡룟ꆣ듋쪱,캪쇋뎤쿠뮥틀듦ꆢ쿠뮥ퟷ폃뗄뫍킳릲짺맘쾵,쯼룼잿뗷ꆰ뮥웚쿭쫜솬탸뫏ퟷ쯹듸살뗄쫕틦,뇜쏢훘탂톰헒뫏ퟷ믯늹탔ꆱꆢꆰ킭춬탔ꆱꆢꆰ퓶횵탔ꆱ뫍ꆰ릲펮탔ꆱꆣ맘쾵펪냩뿉쓜떼훂뗄쯰쪧,웳튵폫맋뿍췹췹믡헤쾧틑폐뗄뫏쿺훐뗄맘쾵쫇튻룶뚯첬랢햹뗄맽돌,솬탸뮥믝릲짺쒣ퟷ맘쾵,뛸늻믡뛔뛔랽닉좡믺믡훷틥탐캪,튲늻풸듓쪽쫇믹폚맘쾵펪쿺뗄웳튵폫맋뿍릲짺쒿뇪쒣쪽,쫇맘떱잰쯹퓚뗄릲짺솴훐쳓틝돶좥,쟒ퟔ뻵잿뮯뛔릲짺솴쾵펪쿺뗄맘쾵좡쿲ꆣퟷ캪뛔웳튵폫맋뿍릲짺쒣쪽퇝뷸뗄쿲탄솦ꆣ떫죧맻튻랽샻폃캯췐듺샭맘쾵쯹떼훂뗄탅맽돌뗄볲뮯폫돩쿳,릹붨튻룶웳튵폫맋뿍릲짺맘쾵랢쾢늻뛔돆쪵쪩웛욭,퓲뇘좻뛔뛔랽닺짺쿠랴뗄폕떼,햹쒣탍ꆣ쒣탍뇭쏷,쯦ퟅ릲짺돌뛈뗄퓶잿,웳튵ퟷ캪쪹릲짺맘쾵뛱뮯,릩펦솴컈뚨늻뢴듦퓚,짵훁돶쿖릩맘쾵펪쿺뗄쪵쪩랽닎폫맋뿍짺닺뺭펪맽돌뗄뢴퓓돌뛈펦솴훘릹ꆣ풽살풽룟ꆣ킭춬쫇튻훖뗤탍뗄쿠뮥닎폫탐캪,킭춬뷸2.웳튵폫맋뿍릲짺맘쾵뗄잿뮯슷뺶뮯쫇맘쾵펪쿺훐맘쾵퇝뷸뗄쪵훊ꆣ맘쾵퇝뷸믺훆폐죽웳튵폫맋뿍릲짺맘쾵뗄랢햹ퟱ톭튻쳵톭뮷췹뢴ꆢ훖,벴:맦랶탍릲짺ꆢ쳘헷탍릲짺뫍맽돌탍릲짺ꆣ퓚식탽짏짽뗄슷뺶(죧춼2)ꆣ웳튵퓚릩펦솴릹붨횮잰,릲짺죚뫏훐,맋뿍훒돏뛈늻뛏쳡룟,웳튵폫맋뿍릲춬튪뺡뿉쓜쳴톡뻟놸튻뚨뫏ퟷꆢ뾪췘틢쪶뫍쪵솦뗄맋뿍훂솦폚붨솢뎤웚컈뚨뗄릲짺뫏ퟷ맘쾵ꆣ릲짺뛔쿳톡퓱ퟷ캪뫏ퟷ믯냩,틔뇣룼죝틗붨솢쳘헷탍릲짺맘쾵,복쫇폐튻뚨맦싉뗄,헢뻍뻶뚨쇋맘쾵펪쿺훐뗄맘쾵믯냩짙횾좤쿠틬떼훂뗄닂틉뫍쒦닁ꆣ쯦ퟅ릩펦솴킭틩뗄짺쫇폐닣듎뗄,퓚놾컄훐돵늽뇭쿖캪늻춬뗄맘쾵쒣쪽,킧틔벰맘쾵펪쿺뷸돌뗄볓뿬,웳튵폫맋뿍춨맽쒥뫏웚쇭췢,릲짺샭싛퓚맘쾵펪쿺훐뗄펦폃뮹폐듽뷸튻늽짮볓잿쿠뮥붻췹뫍쇋뷢(룼뛠뗄뇭쿖캪웳튵뛔맋뿍뗄짺죫,헢킩붫퓚뫳탸퇐뺿훐폨틔맘힢ꆣ닺뺭펪횧돖뫍럾컱),퓚쮫랽ퟱ쫘킭틩ꆢ탅쫘억퇔뗄맽[닎뾼컄쿗]돌훐,릲짺맘쾵뗃떽뷸튻늽랢햹ꆣ평폚늻좷뚨탔틲쯘[1]룊뇌좺.맘쾵펪쿺:뒫춳펪쿺샭싛뗄탂랢햹[J].짌튵뗄듦퓚,틑뺭잩뚩뗄릩펦솴킭틩뿉쓜듦퓚슩,떫횻뺭볃폫맜샭,2002,(9):5-8.튪쮫랽놾ퟅ헦돏ꆢ뎤풶뫏ퟷ뗄첬뛈,뻍뿉틔뛔킭틩뷸[2][M].Berry,LL탐탞뚩췪짆ꆣ헽죧킭틩늻뛏췪짆튻퇹,웳튵폫맋뿍뗄shestack,GCandupahGD.(eds),1983.럖웧훰붥쯵킡,뫏ퟷ틢쪶퓶잿,훰늽쪵쿖릲짺죚뫏[3]췴쳎,돂슶죘.맘쾵펪쿺샭싛움쫶폫놾췁뮯탂뷢[J].,맋뿍훒돏뛈듳듳쳡룟ꆣ죧듋늻뛏짮뮯닆쎳뺭볃,2004,(12):62-65.,릲춬훂솦폚붨솢뎤웚컈뚨뗄릲짺뫏ퟷ맘쾵ꆣ[4]풬뒿쟥.릲짺샭싛[M].놱뺩:뺭볃뿆톧돶냦짧,2001.[5]뷺닆.쟸폲뺭볃훐듳킡웳튵릲짺믺샭벰쒣쪽톡퓱[J].닆뺭뿆톧,2004,(4):47-50.[6][J].HarvardBusinessReview,1989,(3):143-154.[7]BarneyJB,[J].StrategicManagementJournal,1994,(15):175-190.[퓰죎뇠벭:얷쫀욽]춼2ꆡ웳튵폫맋뿍릲짺맘쾵뗄잿뮯슷뺶쪾틢춼ꆪ122ꆪ' 1994-2009 China Academic Journal Electronic Publishing House. All rights reserved.
