Research On Relationship Marketing Strategy Of HLN BANK

The relationship marketing has produced since the 1990s, obtained the extensive research and the application in the Western country .the key point lies in regarding the customer establishment and the development and promotes between the enterprise and the customer relational level unceasingly. Our country understand the marketing theory to be late, in addition under the long-term plan economy forms the mechanism, the system aspect's barrier, to relates the marketing the implementation step to be slow. This is one of causes to the internal commerce bank competitive ability to be inferior to Western Commercial bank. Along with the domestic financial industry comprehensive opening to the outside world, the internal commerce bank needs to enlarge the relational marketing.The internal commerce bank lacks system's theory instruction in view of relations marketing process, the work take the HLN bank as the model, sharpens the HLN bank competitive ability the relational marketing achievement the strategy and the method conducts the research, the utilization correlation theories analyzes the existence systematically the question, the construction relations marketing strategy system, improve this bank competitive ability. According to the HLN bank present condition, analysis question reason. Based on this, proposed that the relational marketing strategy construction's principle, the relational marketing project objective and the design concept, have constructed the HLN bank relations marketing strategy, unifies many kinds of service marketing strategy, makes a brand-new bank relations marketing frame. Finally unifies the HLN bank market marketing situation, proposed that this kind of marketing strategy's implementation safeguard and the specific measures, the stable existing customer, unearths the latent customer, realizes the bank whole competitive ability promotion. This article broke through formerly has placed the key point the marketing method in the innovation and the concrete implementation work limitation, has been clear about what is the customer true need, how could cause the bank the marketing work even more target-oriented and the validity, not only has the positive guiding sense regarding the HLN bank's marketing, moreover also has regarding our country Commercial bank better implementation relations marketing importantly profits from the significance.