【摘要】 加入WTO以后 ,我国商业银行直面外资银行的激烈竞争 .本文从我国商业银行面临的竞争现状出发 ,分析了我国商业银行在营销中存在的主要问题 ;提出我国商业银行应采用新型的营销理念———关系营销进行其营销活动 ,把营销重点从吸引顾客转移到保持顾客上来 ;并提出了基于顾客忠诚的商业银行关系营销策略建议更多还原

【Abstract】 Chinese commercial banks will directly face fierce competition of foreign banks since China’s accession to WTO. On the basis of competitive status Chinese commercial banks are facing, this article analyzes the existing problems in marketing of Chinese commercial banks; then suggests that Chinese commercial banks should implement a new marketing idea——relationship marketing, and should emphasize on maintaining existing customers rather than attracting new customers. Lastly this article puts forwards relationship marketing tactics of Chinese commercial banks based on the customer loyalty.更多还原