1. 研究目的与意义（文献综述）
deregulation in the banking industry has led to the multiplication of possible interlocutors for customers. besides the traditional banking networks, new distributors have sought to conquer a part of the clientele of retail banking in the image of insurers and major distributors. new players trying to position themselves on remote banking, proposing as an alternative to traditional networks. although it is not easy to switch banks, officials of the sector have realized the need to build a real relationship with the customer to limit the opportunistic nature of the exchanges and to include these exchanges over time. many ways have been proposed to expand exchange opportunities giving the impression that a relational approach was developed in the banks.
our topic operates the theory relating to the marketing and management which explains the changes in the environment which calls for flexibility in the modification of the ways to sell of yesteryear.
kotler in his book entitled "marketing in movement," says that the environment has changed profoundly, and the marketing does not seem to move at the same pace. if it wants to remain efficient and profitable, it should be quickly put in motion. today, these are the clients, and not the more products that run the business (kotler and dubois, marketing management, 11thedition, paris, ed. delphine manceau, 2003, pp.442-443)
2. 研究的基本内容与方案
（1）
chapter 1 introduction
1.1 overview
3. 研究计划与安排
第1－3周：查阅相关文献资料，确定选题。
第4－6周：完成开题报告，并交指导教师审核、修改。
第7－10周：完成毕业论文的初稿。
4. 参考文献（12篇以上）
[1]bonneville, l., grosjeav, s. and lagace, m., introduction to methods of research in communication, quebec, ed. gatan edgar, 2007.
[2]chirouze, y., strategic marketing: strategic, segmentation, positioning, marketing mix and policies of offers, paris, ed. ellipse, 2009.
[3]hatch mr., theories of organizations, brussels, de boeck, 2000.
