摘 要面对独具特色的中国市场环境，商业银行对于客户资源的争夺变得异常激烈。在面临整个银行业存在的产品同质性高、消费者购买决策过程中的冲动和理性等因素，银行急需找的一种新的营销模式，以突破以往的发展形式。而商业银行在营销方面主动采取应对措施，不断更新市场营销领域的相关知识，是对商业银行经营者的基本要求。关系营销是市场营销观念的一次理性成长，它产生于二十世纪九十年代，在西方国家得到了广泛的研究和应用。商业银行属于服务行业的一种，运用关系营销有一定的先天性和必然性。本文主要通过对邮政储蓄银行莘县分行的营销现状和存在的问题进行分析，为莘县分行的发展提出建议，同时以 4R 营销理论为基础，提出一些对推进我国商业银行更好实行关系营销策略行之有效的建议和意见。关键词：商业银行；关系营销；4R 营销策略AbstractFaced with the unique Chinese market environment, the competition of customer resources among commercial Banks has become white-hot. However, in the face of serious product homogeneity of domestic commercial Banks and consumers being free between rationality and irrationality, it is particularly important for commercial Banks to break through the shackles of traditional marketing mode. It is a basic requirement for commercial bank operators to take the initiative to take countermeasures in marketing and constantly update their knowledge in the field of marketing. Relationship marketing is a rational growth of marketing concept, which was produced in the 1990s and has been widely studied and applied in western countries. As a typical service industry, commercial Banks have natural conditions and internal needs to implement relationship marketing. This paper mainly through the post office savings bank shenxian branch marketing status quo and existing problems analysis, for the development of shenxian branch put forward suggestions, at the same time based on the 4R marketing theory, put forward some effective suggesti...
