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On the commercial banks in the implementation of relationship marketing strategies and countermeasures problem

Paper Keywords: Relationship Marketing in Commercial Banks Abstract: Relationship Marketing nineties produced in the twentieth century, in Western countries has been widely studied and applied. The banking industry as a typical service industry, the implementation of relationship marketing is a natural condition and internal demand. Based on the theory of relationship marketing applications in China's commercial banking sector problems in analysis, trying to raise some commercial banks to better promote the implementation of relationship marketing theory effective suggestions and comments. 20 late 80s early 90s, the birth of Relationship Marketing, Relationship Marketing is based on systems theory as the basic guiding ideology, exposure to the enterprise in the socio-economic environment to examine the marketing activities of enterprises. The theory have spread around the world once was considered the marketing concept of the 21st century. James Barnes • G • customer relationships in different sectors of the nature and importance of the study, concluded that the close relationship between banking customers the highest level. Western Commercial Bank of relationship marketing research has been into the deeper stage of relationship marketing theory to the guiding ideology for the design of the customer relationship management system has been put into use,[link widoczny dla zalogowanych], and greatly increase the commercial bank's core competitiveness. China's commercial banks late understanding of the theory of relationship marketing, new marketing concept that after the introduction of the domestic banking sector showed great interest and enthusiasm in the marketing practice was carried out to varying degrees attempt. First, China's commercial banks in the implementation of relationship marketing strategy problems in China, commercial banks generally have not established a relationship marketing strategy, relationship marketing do not realize the important role of the competition. Establish a basic customer base is currently commercial banks are trying to implement the basic strategy, but which has not really form a complete set of bank strategy and methodology. To sum up, China's commercial banks in the implementation of relationship marketing strategies exist the following problems: 1, China's commercial banks on relationship marketing in general lack of awareness that marketing in place, strong sense of relationship marketing. With China's accession to WTO, banks become increasingly competitive. On the one hand,[link widoczny dla zalogowanych], the organization deposits become the focus of competition among banks. On the other hand, competition for loan customers high-quality competition among banks has become another trend, some banks treat or gift, or to take kickbacks and other means to draw customers to self-interest with the client to establish a relationship between the use of each other. From the fundamental point of view, the banks, Relationship marketing and Chinese commercial banks need to carefully try to figure out in the operation. 2, China's commercial banks alienation customer relationship, customer turnover rate is relatively high, to give commercial banks, the economic benefits of the customer base is not stable. Because some of the major commercial banks to establish customer relationships in business decision-makers to provide the basis of financial interests, which makes the relationship between banks and their customers alienated the relationship between banks and individuals. Establish and maintain relationships such activities will be the resources of the banks and enterprises, alienation for the individual resources. Once you've mastered this relationship out the current status of policy makers, banks invested a large amount of customer relationships is likely to be lost or transferred to the hands of other banks, commercial banks, which are any kind of real threat. And will build customer relationships based on personal relationships, business decision-makers through a partnership with the banks to accumulate personal capital,[link widoczny dla zalogowanych], the objective to increase the likelihood of the loss of customers, the stability of the banking customer base, which commercial banks extremely detrimental to the sustained and healthy development. 3, the relationship between the implementation of China's commercial banks over a single marketing mix strategy. At present China's commercial banks way of communicating with consumers is still relatively simple, usually only focus on the use of promotions. The first is advertising, mainly in the advertising lower frequency, high-end advertising less in advertising between different levels of choice when and how the lack of harmonization and other issues. Followed by personal selling methods, the main problem is to sell the contents of monotonous,[link widoczny dla zalogowanych], covering small, relatively high cost. Way to see from the sales promotion, all lines have taken some of its measures, including the development of a number of corresponding rules and regulations and to be implemented, but the intensity varies, the lack of ways to promote diversity, there is no unique characteristics.

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