中文摘要：

现代营销哲学的形成与发展是以交换为核心的营销理论发展的逻辑结果。关系营销理论并不是对传统营销理论的替代，它是兴起于特定的市场领域。关系营销理论的关系范式实际上强调的是交换过程中对人与社会互动过程的关注，它不但没有超越现代营销哲学的范畴，更没有脱离“交换”这一营销学核心概念。

英文摘要：

The birth and growth of modem marketing philosophy is the logic result of the development of marketing theories centering on exchange. Instead of a substitution of the traditional marketing theory, relationship marketing theory grows out of special markets. The norm of relationship marketing theory stresses the interactive operation between human and society during the exchange process. It has not surpassed the category of modem marketing philosophy, nor has it isolated itself from the nuclear concept of marketing-exchange.