The Study Of Relationship Marketing Model Based On Chinese Relationship Culture In Construction Bank Lanzhou Branch

Relationship marketing is playing an increasingly critical role in the operating activities of China’s banking industry. Since the comprehensive reform of China’s financial system, specialized banks have been gradually transformed into commercial banks, and profitability is the ultimate goal for banks to carry out business activities. Because of the integration of banking, diversified financial institutions, the personalized needs of customers, the rise of small and medium-sized joint-stock banks and the influx of foreign banks, the competition of banking sector has become increasingly fierce. And relationship marketing of bank has become more and more necessary and urgent. By a series of discussions and studies in this paper,I hope foreign advanced and mature relationship marketing concept based on China’s unique culture of relationship can be applied most effectively in Lanzhou Branch of Construction Bank to make it faster and better adapted to the status quo and to seize the developing opportunity.In this paper, in the methods of the literature search, investigation and evidence collection, I analysis and research the status quo of the relationship marketing of Lanzhou Branch, and use the comparative analysis way to identify the real problem. With specific issues, I design, comply and control the mode through empirical study.This paper first discusses the theory of banking relationship marketing and the adaptability of Chinese cultural environment. At the same time, I analysis the status of relationship marketing of Lanzhou Branch of Construction Bank to identify the existing problems and design the relationship marketing model which is appropriate for Chinese social and cultural background as well as the status quo of Lanzhou Branch. At last, I develop specific measures to ensure effective implementation of relationship marketing model.According to the research and analysis in this thesis, Lanzhou Branch of Construction Bank should gradually establish the management system of customer relationships in the ordinary course of business activities, apply the perfect information systems and data mining technology to subdivide the customer market multi-dimensionally and adjust marketing strategy continuously in order to establish the most reasonable structure of marketing organizations.