The Application Research Of Customer Relationship Marketing In China's Commercial Bank Service Marketing

The relationship marketing that is the most widely used marketing theory has greatly changed the pattern of the western commercial banks in managing the relationship with the customers. In order to face the opening of the financial market and the competitive environment in domestic, China commercial banks have to make a change, pay more attention to the management of the customer relationship and set up a scientific and integrated customer relationship management system.The premise of the implementation of customer relationship marketing in commercial bank is to calculate relationship value from prospective of two sides (customer and bank), which can help commercial bank better understand the win-win idea and choose reasonable level of customer relationship marketing by distinguishing customer.The train of thought of the paper is as followed: first, introducing the relative knowledge of relationship marketing, including the background, contents, the essential features, the differences from the traditional transaction marketing and economic meanings; then on the basis of studying commercial banks' marketing situation the paper points out the necessity of customer relationship marketing and existing problems; finally the paper analyzes the implementation emphasis and relative tactics of commercial banks' customer relationship marketing.