The Study On Relationship Marketing Tactics For China's Commercial Banks

There is very little difference quality among the key products or service of banking, so it is difficult for banks only from key products or service to succeed in competitions. Since 1990s, relationship marketing is generally adopted by western banking. The domestic commercial banks must improve the marketing idea to prevail over competitions.However, there relatively exist few studies on relationship marketing and little experience in many aspects in domestic commercial banks, especially there exist some obviously problems in practice. Therefore the author chooses this subject- Relationship Marketing Tactics for China's Commercial Banks and hopes to promote the application of relationship marketing in the commercial bank in our country. This paper is divided into seven parts:Firstly, presents the backgrounds, the purpose and the significance of the study; lists an overall survey of the study in China and some other countries; introduces the train of thought, the method adopted and the innovation of this research.Secondly, expounds the connotation of relationship marketing of Commercial Banks and its characteristic and put forward essence marketing of Commercial Banks- relationship marketing.Thirdly, points out the key of commercial banks' relationship marketing tactics: keeping customers loyalty.Fourthly, analyzes the sitution of relationship marketing in Chinese Commercial Banks.Fifthly, sets up the supportive system of relationship marketing technology in Chinese Commercial Banks.Sixthly, indicates the emphasis on application tactics in relationship marketing in Chinese Commercial Banks.Seventhly, gives the specific measures to relationship marketing in Chinese Commercial Banks.The important conclusion of this thesis constructs relationship marketing supportive system, provides the emphasis on application tactics in relationship marketing and gives the specific measures to relationship marketing in China's Commercial Banks. The author hopes those measures can help to enhance the capacity to practice relationship marketing in Chinese Commercial Banks.