商业研究
商業研究
상업연구
Commercial Research
2008年
8期
155~157
,共null页
顾客终身价值 顾客获取 顾客保持 客户关系管理
顧客終身價值 顧客穫取 顧客保持 客戶關繫管理
고객종신개치 고객획취 고객보지 객호관계관리
customer lifetime value; customer acquisition; customer retention; customer relationship management
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。
顧客穫取與顧客保持對于商業銀行的客戶關繫管理同樣重要。在關繫營銷的框架下，從戰略層麵為商業銀行尋求顧客穫取的基本流程，突齣顧客穫取與顧客保持的銜接，併確定潛在目標範圍，選擇顧客穫取戰略，保持與客戶的長期關繫。
고객획취여고객보지대우상업은행적객호관계관리동양중요。재관계영소적광가하，종전략층면위상업은행심구고객획취적기본류정，돌출고객획취여고객보지적함접，병학정잠재목표범위，선택고객획취전략，보지여객호적장기관계。
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.
