Study On Customer Relationship Marketing Strategy Of Chongqing Rural Credit Cooperative

Customer Relationship Marketing is a modern marketing concept arisen in 1990's, which is regard as future marketing theory as well as 1990's. In recent year, Customer Relationship Marketing has gained great development in western countries. Concerning research of relationship marketing, our financial trade is in initiating stage. We met many problems and lacked systemic and completed tactic and relevant strategy in the course of implementing relationship marketing. With China's entry into WTO, financial industries improve business opening to more extent and bank industries face keen competition. These make us to build market business concept on customer be center, market be guide and business benefit be target. One of the focuses of commercial banks is competition of high quality customers and common concern is how to compete high quality customers. Therefore, it is important for commercial banks to establish and implement relationship-marketing strategy in actual work.CQRCC(Chongqing Rural Credit Cooperative) is a local financial institute, which business spots distribute extensively in Chongqing financial institutions. Its various businesses expand rapidly and main business index ranks second among financial institutions, thus it becomes crucial financial power in local economic development over 50 years hard pioneering and research. Because of short management level and technology means, a mass of customers but poor quality, staff with poor comprehensive quality, etc, makes it lie in the warm same trade competition passively. Since Chongqing was designated as one of the 8 provinces (municipalities) for experiments of rural credit cooperatives in 2003.Firstly, the essay expounds relevant theory of customer relationship marketing management to display internal connection of relationship value vs. customers value and customers satisfying degrees, Secondly expounds how to use customers relationship marketing and management relevant knowledge into bank practical methods. Thirdly, according to actual circs of CQRCC, use Five Forces Analysis of Trade and SWOT analytical method running status and competitive ability. CQRCC regards customer's request and pursues efficiently customer relationship marketing and management in the face of challenge and opportunity of future, therefore become an important approach of all banks building differently competitive advantage. Finally, the essay presents a series of suggestion and steps of enhancing relationship marketing and management in the light of...