Study On Personal Customer Relationship Marketing Of Gansu Branch Of CCB

Along with the advancing of income-double plan and urbanization policies,that stimulate the customer's financial needs strongly growing and complex increasing.At the same time,along with the capital market,RMB internationalization,Internet banking and real estate market development,national investment channels and investment instruments have become increasingly rich,that produce tremendous impact on the development of the Financial Industry.Especially the retail business of bank,which taking individual customers as the main service object will face increasing customer demands,a gradual increase in the investment business philosophy and more and more channels.How to deal with the challenge,seize market opportunities would be the most important question for commercial banks.Relationship marketing as the important part of marketing theory,is widely used in the business activities,its essence is that establishing stable and harmonious cooperation relations among customers,suppliers,distributors,then achieve win-situation between all sides.The commercial bank retail business for individual customers marketing development,also need establish a long-term,stable and mutual trust,mutually beneficial relationship,especially in the face of a large number of individual customers,how to establish the mechanism of relationship marketing need deeply analyze and study.On the cognitive interpretation of relationship marketing,the analysis of the problems and the causes of the Gansu branch of CCB,the individual customer relationship marketing practical significance and necessity.At the same time,with the combination of theory and practice,the commercial bank personal customer relationship marketing strategy selection,implementation strategy,system design and other issues are described and explained.Finally in an empirical way of Gansu branch of CCB,of values of personal customer marketing development carries on the case analysis,draws the final conclusion,namely in the current context of commercial banks for individual customer relationship marketing must from the customer demand of speeding up the innovation of products and services,comprehensive exhibition of professional service,establish a good interaction and mutual relations.