For years, the application of relationship marketing has developed into a depth phase, the business has transferred gradually from exchange to communication, which digs the most interest from the steady long term client relationship.

• 多年来，西方商业银行对关系营销的应用已经进入比较深的阶段，经营理念、营销策略都相应进行了调整，从与客户“商品交易”中赚取利润的经营方式，逐步转换为从与客户长期稳固的关系中挖掘符合银行利益的最大化价值。