声誉模型视角的商业银行关系营销策略研究

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。

Analysis of Relationship Marketing Strategies for Commercial Bank Based on Reputation Model

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