在竞争逐步激烈的今天,经营者为了维护和开发新的客户,逐渐将营销模式转化为关系营销,确实收到不少成效,但在运用过程中也产生了误区和问题。文章通过关系营销、顾客价值等相关理论及部分实例全面阐述,纠正其将关系营销狭隘地理解为针对客户的“灰色营销”的营销模式。 In the increasingly fierce competition today, the operators have actually received a lot of achievements in order to maintain and develop new customers and gradually turn the marketing mode into relationship marketing. However, mistakes and problems have also arisen in the process of application. The article elaborates comprehensively the relevant theories and some examples of relationship marketing, customer value and so on, and corrects its marketing mode of narrowly understanding relationship marketing as “gray marketing” targeting at customers.