摘要
对关系营销进行价值测定是商业银行实施关系营销的前提,关系价值的测定必须从顾客和企业双方的角度进行,这样既有助于商业银行更好地理解关系营销所倡导的双赢理念,也有助于商业银行进行顾客区分,选择合理的关系营销层次。
The premise of relationship marketing in commercial bank is to calculate the relationship value from perspective of two sides:customer and commercial bank itself. The value calculation is helpful for commercial bank to understand the win-win idea advocated by relationship marketing, it is also helpful for commercial bank to distinguish customer and choose reasonable relationship marketing level.
出处
《北京市财贸管理干部学院学报》
2004年第3期23-25,共3页
Journal of Beijing Institute of Finance and Commerce Management
关键词
商业银行
关系营销
顾客感知价值
顾客关系价值
commercial bank
relationship marketing
customer perceived value
customer relationship value
