关系营销与商业银行中间业务发展

The Application of the Relationship Marketing in the Development of Commercial Bank's Intermedia Business

关系营销指企业为获得业务持续的获利发展,必须处理好多种内部和外部关系,这种营销方法对商业银行中间业务的发展同样非常适用。本文结合我国商业银行中间业务的发展现状,从人员管理、进程管理、顾客管理以及市场力量的匹配过程等方面对关系营销在我国商业银行中间业务发展中的运用进行了探讨。

Relationship marketing means that the enterprises must handle all the internal and external relationship well in order to obtain a sustainable progress. This method can play an important role in the development of commercial banks intermedia business. Combining with the situations of Chinese banks ,this essay analyzes how to improve the intermedia business with the relationship marketing method in aspect of employee , process ,customer management and the market forces balance.