Our State-owned Commercial Bank's Tactics Of Relationship Marketing

With further releasing of the financial market, the marketing environment of the our state-owned commercial bank is confront with the drastic change which indicate more fierce finance competition and more diversification and particular financial service market. Compared with foreign bank, the management conception of our state-owned commercial bank is laggard and obvious mistake and defect exist in actual application. Because of drastic competition, the state-owned commercial bank must convert the principle and mode of marketing in order to improve the competition ability of our state-owned commercial bank. According to the background of China joining the WTO and finance globalization, the author chooses our state-owned commercial bank's tactics of relationship marketing as subject, research this subject through system analysis method, qualitative method and quantitative method.Relationship marketing can effectively undertake that our state-owned commercial bank realized its long-term operational target through dealing with relationship between commercial bank and related organization especially loyalty customers and employee markets. This thesis adopt the six markets model and define the bank's related benefit markets 。 On the base of which, the thesis utilize commitment- trust theory as the main analysis tool, and present the relationship marketing tactics of every related markets.If only presenting the relationship marketing tactics of every related market and lacking of the support system of the relationship marketing tactics, our state-owned commercial bank tactic will lack of the premise and background when carrying out the strategy of relation marketing. In the thesis's chapter 6, author present the thought of constructing the support system of the relationship marketing, which include: Reorganizing structure of organization, the system of customer relationship management, the system of assistance human resource, the system of the marketing risk management.According to the research of above, this thesis present important conclusion:Fierce competition, change of customer's demanding, Characteristic of finance service product and the related peculiarity between bank and related market determine that proceeding the relationship marketing become the inevitable choice of our state-owned commercial bank. The relationship marketing on the foundation of commitment- trust theory is applicable to the each related benefits market of the commercial bank, and promotes the competition ability of our state-owned commercial bank effectively.