Relationship Marketing Strategy Annuity Business Agricultural Bank Of China Business

Enterprise Annuity(EA) is a form of voluntary retirement saving program that supplements the employee’s basic pension. Since2004in which year China introduced the program, EA has developed dramatically in the marketization and standardization of the annuity fund management and operation. The business is getting more and more competitive as the annuity-qualified commercial banksjostled for the market share to get the best position. Currently, progressed from the singly caring the market share, the EA marketing in banks has developed to the new stage in which banks focus more on the service improvement and start seizing the existing corporation by cross-marketing. Compared to the peers, Agriculture Bank of China (ABC) initiated the business a little late, with the cons of sole qualification. So how to gasp the opportunity of China aging society trend, and how to utilize ABC’s advantages, with customers segment, strengthening customer relationship management, to accelerate the business in improving customers’ satisfaction and loyalty, and in solidifying and enlarging the customers scale, is a practical subject for ABC.In the first part, the paper introduces the theories relating to Relationship Marketing, Pensions, and Enterprise Annuity (EA), demonstrates the market module of Relationship Marketing, and illustrates the governance structure of China Pensions and EA fund. Based on the theories of Relationship Marketing market module, the paper, in the second part, analyzes respectively on customers, competitors, internal chains, suppliers, and influencers in ABC EA business, presents the corresponding tactics in Relationship Marketing and proposes the specific safeguards. At last, the paper concludes ABC’s Relationship Marketing in EA, and recommends as following:As well as customer-centric in EA business, ABC shall adequately consider other relation elements in the business running, promote the interactive relation and the harmonious development of various market parties, aiming in win-win, to achieve healthy and rapid development in EA business.