Joint-stock Banks Big Customer Relationship Marketing Strategy

Based on the profound changes in the financial system, and the increasinglyintense competitive environment, this paper focuses on effectively enhancing joint-stockcommercial bank’s ability of major customer relationship marketing.By taking the relationship marketing as a breakthrough and learning from theadvanced experience at home or abroad, it explores the environment of relationshipmarketing strategy for major customer on target.This paper analyses the relationshipmarketing strategy of major customer for joint-stock commercial bank’s system whichis the empirical analysis of HX Chongqing Jiangbei Branch bank as example. Detailsare as follows:Firstly, the part of introduction describes the relationship marketing researchbackground and significance. It introduces the basic concepts about bank’s majorcustomer, relationship marketing, and other important ideas.Secondly, the part analyzes the status and the environment of China’s joint-stockcommercial bank major customer relationship marketing. this part points out that thejoint-stock commercial banks must focus on promoting the construction of majorcustomer marketing strategy, namely, establishing relationship marketing concepts,implementing differentiated services, enhancing bank’s brand image, improvingfinancial products, optimizing the selection and training of marketing personnel,maintaining major customer loyalty fully, adjusting internal management system andother strategies.Thirdly, the part carries out HXJB Branch Bank empirical analysis for the case.According to the study, it analyzes the marketing and political environment, theexistence of opportunity and potential challenge of its implementation for majorcustomer relationship marketing. Then deep researches on its major customerrelationship marketing systematic strategy and effect are described. Finally, a number ofproposals to improve its major customer relationship marketing strategy are proposed.All in all, because of the increasingly fierce marketing competition and majorcustomer dynamic needs, joint-stock commercial banks must promptly transform the concept about major customer marketing, and strive to build an effective system ofmajor customer relationship marketing strategy, so as to effectively improve the abilityto compete with other banks.