国有商业银行顾客忠诚度提升策略分析.doc

摘要:　随着经济的发展，银行间的市场竞争越来越激烈，国有商业银行不但面临着外资银行的竞争还面临着城市银行以及农村信用合作社等银行机构的竞争压力，银行市场已从卖方市场转向买方市场。因此，想要保持国有商业银行的市场主导地位就必须培养并提高顾客忠诚度，有自己稳定的顾客群才能在市场竞争中获胜。

　　　本文结合了我国国有商业银行的特点提出了我国国有商业银行顾客忠诚度的影响因素以及顾客忠诚度提升和管理策略：从影响因素来看，从产品、价格、促销、渠道、技术5个不同的角度分析如何影响国有商业银行顾客忠诚度的；从提升策略上来看，包括员工忠诚、品牌形象、 开发新产品、差别化服务、关系营销5个方面讲述国有商业银行顾客忠诚度的提升策略。

关键词：国有商业银行、顾客忠诚度

Abstract:With economic development, inter-bank market more competitive, state-owned commercial banks not only face competition from foreign banks also face city banks and rural credit cooperatives and other banking institutions in the competition, banking market from a seller to a buyer market. So, you want to keep the state-owned commercial banks have to develop market leadership and improve customer loyalty, has its own stable customer base to compete successfully in the market. 

　　　We combined the features of the state-owned commercial banks raised the state-owned commercial banks, the impact factors of customer loyalty and improve customer loyalty and management strategies: from the impact factor, from the product, price, promotion, channels, technology 5 different point of view of how to influence the state-owned commercial banks, customer loyalty; upgrade strategy from the point of view, including employee loyalty, brand image, develop new products, differentiated services, relationship marketing about the 5 aspects of state-owned commercial bank customer loyalty promotion strategies. 

Key words: state-owned commercial banks, customer loyalty