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    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/87802


    Title: 商業銀行零售金融關係行銷之研究
    The Relationship Marketing in Retail Banking of Commercial Banks
    Authors: 張瑞玲
    Chang, Juei Ling
    Contributors: 洪順慶
    Horng, Shun Ching
    張瑞玲
    Chang, Juei Ling
    Keywords: 關係行銷
    資料庫行銷
    商業銀行
    Relationship marketing
    Database marketing
    Commercial bank
    Date: 1994
    Issue Date: 2016-04-29 09:13:00 (UTC+8)
    Abstract:   近年來,由於行銷環境與消費行為的變化、資訊科技的進步以及零售金融業務逐漸成為商業銀行的經營重心,使得植基於資料庫技術之上的關係行銷發展受到國內外商業銀行的格外重視。對擁有豐富顧客資料的商業銀行而言,由於零售金融業務面對的是廣大的消費者,若仍沿用傳統行銷手法將無法建立實質的長期競爭優勢。因此深入瞭解以資料庫技術為基礎的關係行銷發展、探究影響關係行銷發展的因素,以及分析顧客資料庫在行銷策略上的應用方式,應是現階段經營的當務之急。
    Description: 碩士
    國立政治大學
    企業管理學系
    82355052
    Source URI: http://thesis.lib.nccu.edu.tw/record/#B2002003228
    Data Type: thesis
    Appears in Collections:[Department of Business Administation] Theses

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