Research On Commercial Bank Marketing Strategy Based On Relationship Marketing

In the end of 2006, China's banking industry has opened completely to foreign investment. In recent years, China's joint-stock commercial banks speed up the pace of expansion around the country. City commercial banks, after restructuring, also start their national or cross-regional expansion following the way of joint-stock commercial banks. With the acceleration of China's financial reform, the rapid development of financial markets, growing awareness of investment of residents and firms, and financial disintermediation phenomenon, traditional commercial banks now are faced with a wide range of competition not only from domestic and foreign commercial banks but also non-bank financial institutions, and even non-financial institutions. The condition above shows that the competence of China's commercial banking industry is becoming more intense and has come to a new stage. How can commercial banks attain and develop their own competitive advantage so as to win the competion in the future in this process become a major issue for them.Since the 1990's, relationship marketing has been extensively studied abroad. Many commercial banks began to apply the theory in marketing campaign. But owe to the late research of relationship marketing, in addition to the imperfect mechanism of commercial banks and immaturity of market mechanism in China, there are still many problems existing in the marketing. Understanding and usage of relationship marketing theory and concepts is still at a superficial level in our commercial banks, which greatly hinder the improvement of efficiency and performance. Therefore, it is necessary to do more research on relationship marketing in commercial banks, in order to enhance their capabilities to cope with competition and challenge in a highly competitive environment and bridge the gap between us.Comprehensively applying relationship marketing and some other related theories, this paper combines the theory of relationship marketing and the practice of our commercial banks, and then proposes a general framework of relationship marketing for commercial banks. Taking China Merchants Bank as an example, this paper suggests some relationship marketing strategies for china's commercial banks.