On The Use Of Relationship Marketing Strategies In China's Commercial Banks

Relationship marketing is a new marketing concept put forward in 1990's,which is honored as "marketing theory in 1990's and in the future". In recent years, relationship marketing has been developing fast in foreign countries. With China's entry into WTO, the financial industry faces more and more heated competition, therefore, it's very important for commercial banks to layout and carry out relationship marketing strategy. Commercial banks' study on relationship marketing remains in the stage of setout. There're many problems in the process of bank's relationship marketing. Commercial banks have not a set of complete and systematic relationship marketing strategy. The aim of the paper is to acknowledge the readers of commercial bank's present situation of relationship marketing and the existing problems, and to put forward some advice on commercial banks' relationship marketing.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 relationship marketing and existing problems; finally the paper analyzes the implementation emphasis and relative tactics of commercial banks' relationship marketing.The paper is divided into three chapters.Chapter One is the summarization of relationship marketing. Section one introduces the emergence background of relationship marketing. Section two introduces the contents and essential features of relationship marketing. The emphasis of relationship marketing is still customers, nevertheless, relationship marketing not only focuses on the relationshipbetween the enterprises and customers, but enlarges the marketing cope to all the relative units, including suppliers, competitors, political power, public relation and internal personnel. Section three analyzes the differences between relationship marketing and the traditional transaction marketing. Section four introduces the three tiers of relationship marketing. Chapter Two analyzes the present situation of commercial banks' relationship marketing. Section one is the summarization of commercial banks' marketing. Section two discusses the inevitability of relationship marketing for commercial banks. Section three points out the problems existing in commercial banks' relationship strategies. Section four dissects the causes of the existing problems in the process of commercial banks' relationship marketing.In view of the present marketing situation of commercial banks, chapter Three discusses the implementation emphasis and relative tactics and relationship marketing. Chapter Three is the most important part of this paper. Section one is focused on commercial banks' customer strategies. The relationship between commercial banks and customers is the emphasis of relationship marketing. Customer strategies require commercial banks to establish the idea of " client is the center", to carry out STP strategy, to set up a flexible and efficient organizational system, to pay attach importance to internal marketing and set up commercial banks' culture and to create customer relationship management (CRM) system. Then paper introduces the tactics in the wholesale and retail field. Section two discusses the relationship strategies to the other relative units, including financial trade (foreign banks, domestic banks, security companies, insurance companies), political organization/central bank and the public. Section three talks about issue of the internal marketing. Internal marketing refers to the marketing to the whole personnel, which is the basis of commercial banks' relationship marketing. To strengtheninternal marketing should start with the following four measures: first, to set up a scientific system of selecting and employing staff; second, to set up a set of scientific encouraging system and...