The Researches Of Relationship Marketing On C Bank When Facing The SME Customers

As the marketing changes are accelerating, the financial marketing is open entirely and China’s commercial bank marketing environment is undergoing profound changes, competition of China’s commercial banks is going to be a new stage. C banks has to deal with more intense competition in the financial market environment, at the same time financial companies have launched more characteristic, personalized service products closed to the financial services market environment. How to adapt to the fierce competition in the future market, which is the important subject to C bank managers have to consider. At the same time, financial companies are more important to our country national economy rising quickly, opening of the market and state-owned large enterprise reform. Small enterprises in the national economy play an important role to promoting employment protect the livelihood and innovative products are inseparable from the small business industry, small businesses for national economic growth are important. Because of the financial marketing competition for small and medium enterprises commercial banks already pay attention to small businesses. Small enterprises raise funds, mainly depend on the commercial banks and financial competition becoming more and fiercer, therefore commercial banks are more concerned about for small businesses and customers’ maintenance.In the1990s, relationship marketing theory in western countries began to be taken seriously, so many commercial banks began to pay more attention to relationship marketing thorough research and practice in the use of the theory of relationship marketing to develop the market and achieved good targets. Application of finance to C bank and the theory of relationship marketing awareness are still relatively backward therefore C bank still stays in a single customer marketing. Because the relationship marketing theory is not understood deeply to C bank, C bank’ development is blocked by a "bottleneck". Due to inadequate capital, system and information behind the state-owned banks and large joint-stock commercial banks, relationship marketing will be a problem on competitive ability in the market and the comprehensive performance to C bank. In this essay, depending on consideration of relationship marketing theory, combined with China’s financial system reform and the market environment changes to writer puts forward with C bank relationship marketing strategies research.