The Thinking Of Commercial Banks To Implement Relationship Marketing

In2001, China joined the World Trade Organization and signed a financial services agreement. From then on, China’s banking industry has joined the comprehensive competitive era. For the traditional marketing theory can not meet the growing needs of the market competition in the commercial banks. So, how to strengthen the capacity of marketing management to effectively provide support for the development of China’s socialist economy has become a big problem for experts and scholars to take into fuller consideration. Relationship Marketing has been successfully applied in other industries at home and abroad. Although there are a small number of commercial banks came to be used, most of the commercial banks are still not able to recognize the important role it has applied. This paper through a further analysis of the relationship marketing strategy, and combined with the status quo of China’s commercial banks used, then proposed some improvements to our commercial banking relationships of marketing strategy.Not only do we need to fully understand the modern market relationship marketing theory, but also to successfully and effectively use the relationship of marketing strategy. Then we can establish a socialist market economy which requires appropriate marketing relationships in order to serve our China’s commercial banks developing strategies. Making the commercial banks rely on its own marketing competitiveness and achieve profit targets banks in the fierce market. Meanwhile, commercial banks need to strive to seize the opportunity to compete in the market, so the bank can has a long-term and stable profitability, then we can have an expect of rapid development to catch up with the international advanced level.In order to effectively put the relationship marketing theory into commercial banking business, this article take a research from the characteristics of China’s commercial banks, the importance of relationship marketing to the enterprise, the understanding and use of relationship marketing, the concrete measurement which commercial banks have been used. Firstly, there is a comprehensive analysis of the basic theory of relationship marketing, and make a contrast to the traditional marketing, then pointed out several differences between the two marketing strategies, which appeared that relationship marketing is a customer-centered, while traditional marketing is transaction-centered. Relationship marketing is a rational development of traditional marketing, which proved that relationship marketing helps businesses develop. Then, this paper make a further analysis of the help which relationship marketing provide to commercial banks.At the same time, this paper combined with the current situation of relationship marketing, proposed that commercial banks should use different relationship marketing under different market conditions. Carry out customer relationship marketing around the customers; carry out the supply-demand relationship marketing by developing partner suppliers; carry out employee-relations marketing through combine staff, conduct government relations marketing by connecting to the government, carry out market competitors-relationship marketing through solidarity competitors, only through this can we make a win-win strategies of all parties. Finally, by given solutions to the current problems we face in China’s commercial banks implementation process of relationship marketing, and constantly improve the ability to carry out marketing activities between China’s commercial banks. Helping a rapid and healthy development of China’s commercial banks, and then lead to all available funds to better use for the quick development of China’s socialist.