【摘要】：
Abstract：Marketing Strategy of Enterprise Under New Economic Condition
我国商业银行的经营环境正经历着前所未有的新变化,为了进一步提高我国商业银行的综合竞争力,提高经营效益,迫切需要转变营销观念,实行关系营销.
As the operational environment of commercial bank in China is experiencing unprecedented changes, it is extremely urgent that we turn to relationship marketing with a change of marketing strategy, for an expectation of improvement of the comprehensive strength and growth of operating effectiveness.
本文从介绍关系营销的含义及其基本开始特征,接着探讨了关系营销在我国商业银行运用的必要性,然后又分析归纳我国商业银行在运用中存在的问题,且进一步分析概括出现这些问题的原因,最后以此提出科学合理可行的对策.
This paper gives a disscusion about the necessarity of the operating of relationship marketing in China, through the definition and characteristics of this marketing model. It concludes the problems existing in the practice of operation by China's commercial banks, makes further analysis of the general factors resulting in these problems, and accordingly put forward scientific, reasonable and feasible plan.
【关键词】：关系营销 商业银行 营销管理
keywords: relationship marketing ; commercial bank; Marketing Management