The Strategy Research On Relationship Marketing To Develop The Vip Account In The Commercial Bank

Along with the further development of economy integration and finance globalization, the traditional assembles of marketing and sales already don't satisfy the needs of the enterprises. The sales environment of commercial banks in our country is in the deeply change event. One hand, national commercial banks are facing more intense financial competition environment and more complex financial risk environment, and more pluralistic, more individual financial service marketing environment; on the other hand, the development of commercial banks also face more marketing chances and some convenience prerequisites supplied by high and new technology for the former's business. After China joined in WTO, along with the change of marketing sale environment, the limitations of traditional sales idea have exposed completely. It is especially good for commercial banks to keep developing in the intense financial competitions. Additionally, the banks with foreign capital have entered Chinese market, our national banks will directly face the foreign banks which have long sales history, rich sales experience, advanced sales technology, modern sales. In more and more intense marketing competitions, the service products features of banks determine the sales tactics which influence the sales management applied by our country. At the same time, it's very important that how the commercial banks subdivide the market clients, how to excavate, develop and support the excellent clients. So if our national commercial banks want to take a seat in market and pursue long social benefits, they should use the relationship sales to the sales tactic practice of developing clients by the banks, and improve the relationship between banks and clients, cultivated the excellent quality, faithful clients, to improve the competition strength of our banks. When we use the relationship sales, the banks would meet big or small problems, so the banks should direct towards where it is, find out the problems and resolve them. This paper investigates the relationship sales theories all over the world, analyses the problems and sales environment which are in the great clients marketing development of the banks. And it deeply researches the subdivisions the great clients'relationships. On the basis of above, this paper puts forward the optimum minds of the great client relationship sales. And hopefully, it will bring in a new sales research thoughts and sales idea for national banks, specific contents are following:I. Though the research background and significance of relationship sales, it expounds the important significance, which the relationship sales applies in developing the great clients market of the banks. It also researches the domestic and international circumstances of relationship sales, and introduces the research contents and research frame.II. First of all, it introduces great clients and the definition of great client management, analyses the circumstances of developing great clients market by commercial banks. Then it investigates the predicaments when the banks develop the great clients market. At last, from the sales angle, it researches the problems in the progress of developing the great clients market by the commercial banks.III. A comprehensive, systematic and comprehensive study of the major clients of commercial banks development of marketing environment from the macro and micro perspective, proposed why the commercial customers of the bank's market development and research, pointed out strengths and weaknesses of the development, stressed marketing advantage that marketing concept is applied to the major clients of commercial banks.IV. Subdivision the relationship between the major clients of commercial banks, discussed on the industry, business, size, credit and other aspects of its composition and characteristics, and divided major clients of commercial banks market into different level.V. Point out that relationship marketing is the decisive factor in the success or failure of a enterprise. Commercial banks in order to achieve found and maintain target, major clients resource is extremely important to protect, commercial banks should make relationship marketing management to the major clients. That is, establish the concept of relationship marketing, take the appropriate relationship between the marketing strategy to keep the new and old customers, and improve the customer's manager system, so as to enhance the level of relationship marketing. Moreover, commercial banks should also pay attention to shape corporate brand image, for strengthening innovation in business services marketing, to develop in line with market demand, meet the needs of major clients, and bank's own development needs in line with marketing strategy.In a word, China's Commercial Banks intend to be succeed in the social market economy which become increasingly fierce competition in an invincible position in the long-term, must strengthen the concept of relationship marketing, focus on the nature need of customers, and the relation marketing pursuit of the customer share, concern about the benefits and contributions that maintain a long-term relationship with our customers and its Lifetime value of the share, mining clients at all stages of life potential of the financial spending. China's Commercial Banks to introduce the marketing concept of relationship marketing enhance the relationship between the businesses and customers, not only to major clients as marketing a specific starting point, but also throughout the entire process of bank marketing. Should be customer-focused, continuous improvement and development of varieties of intermediary business and establish a commercial banking brand image, attract and retain high-quality customers; optimization of commercial banks to external public environment and create a favorable business environment; improve banking services and increase new product development efforts to meet the high-quality client; interactions with customers and close relationships with customers and cultivate customer loyalty; increase the emotional connection; to provide premium services to deliver superior customer value and a stable and expanding customer base. Therefore, the state-owned commercial banks should actively promote the common sense of participation, shared values and codes of conduct, make efforts to create development opportunities for staff, focus on building a full marketing system, so as to enhance the competitiveness of state-owned commercial banks.