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声誉模型视角的商业银行关系营销策略研究
引用本文:杨成名. 声誉模型视角的商业银行关系营销策略研究[J]. 江西金融职工大学学报, 2011, 24(5): 54-63
作者姓名:杨成名
作者单位:江西师范大学财政金融学院,江西南昌,330022
摘    要:根据菲利普·科特勒关于关系营销的建议,商业银行对客户实施关系营销有效的深度是不同的。商业银行与客户的关系是一种既竞争又合作的关系,声誉模型可以为商业银行有效实施关系营销策略提供支持。研究发现:商业银行应该选择“合作策略”彰显良好声誉,选择具有良好声誉的客户合作,并着力发展优质的忠诚客户。

关 键 词:关系营销  声誉模型  博弈  合作

Analysis of Relationship Marketing Strategies for Commercial Bank Based on Reputation Model
YANG Chengming. Analysis of Relationship Marketing Strategies for Commercial Bank Based on Reputation Model[J]. Journal of Jiangxi Finance College, 2011, 24(5): 54-63
Authors:YANG Chengming
Affiliation:YANG Chengming(College of Finance,Jiangxi Normal University,Nanchang,Jiangxi 330022,China)
Abstract:According to Philip Kotler' s discussion of the effectiveness of relationship marketing, it is the different effective depth of the relationship between a commercial bank and its customers. The relationship between com- mercial banks and their customers is both competitive and cooperative, and the Reputation Model is a useful tool for analysizing the relationship and can provide support for relationship marketing strategies. The conclusion is that commercial banks should choose cooperation strategy in order to demonstrate a with a good reputation, and focus on building quality customers' loyalty. reputation, select the customer
Keywords:relationship  reputation model  game theory  cooperation
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