| 论商业银行的顾客获取战略——关系营销视角的思考 |
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| 引用本文： | 赵汴,邬金涛. 论商业银行的顾客获取战略——关系营销视角的思考[J]. 商业研究, 2008, 0(8) |
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| 作者姓名： | 赵汴 邬金涛 |
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| 作者单位： | 1. 华南农业大学经管学院,广东广州,510642
2. 中山大学岭南学院,广东广州,510600 |
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| 基金项目： | 教育部人文社会科学研究青年项目《服务领域客户关系管理运作体系研究》的资助,项目 |
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| 摘 要： | 顾客获取与顾客保持对于商业银行的客户关系管理同样重要。在关系营销的框架下,从战略层面为商业银行寻求顾客获取的基本流程,突出顾客获取与顾客保持的衔接,并确定潜在目标范围,选择顾客获取战略,保持与客户的长期关系。
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| 关 键 词： | 顾客终身价值 顾客获取 顾客保持 客户关系管理 |
Relationship Marketing and Customer Acquisition Strategy for Commercial Banks |
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| ZHAO Bian,WU Jin-tao. Relationship Marketing and Customer Acquisition Strategy for Commercial Banks[J]. Commercial Research, 2008, 0(8) |
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| Authors: | ZHAO Bian WU Jin-tao |
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| Affiliation: | ZHAO Bian1,WU Jin-tao2 |
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| Abstract: | Customer acquisition is as important as customer retention for keeping relationship with customer in bank.This paper analyses bank′s strategy to acquire new customer in relationship marketing,emphasizing that customer acquisition links with and customer retention.It is critical for bank to identifying the scope of customer,choose customer acquisition strategy,manage customer relationship. |
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| Keywords: | customer lifetime value customer acquisition customer retention customer relationship management |
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