| With the developing of economy globalization, cyber-business and modern information technology make the traditional transaction mode which is based on management of goods and manpower get more and more out of time,Enterprises start to study the influence of the relationships established between customers and suppliers on cost and sale. Through establishing such relationships,enterprises can get satisfactions and loyalties of the customers by making wealth for the customers, so that it can get constant customers which could bring more wealth to the enterprises.Since last December 11, China opened RenMinBi business for foreign commercial banks in accordance with its commitment to the World Trade Organization. It means Chinese commercial banks have to against the more and more competitors. However, there are some questions existing in our four largest state-owned commercial banks, such as: the consciousness of service marketing is dim, the abilities of marketing are poor, and the innovation of financial product is out of date, and so on. Especially for some sub-branch, they haven't attached more importance to these questions.In 1960's, western scholars have a deeply and particular study on service marketing. This paper reviews some important theories and thoughts, such as: Service Quality, Service Design, Service Marketing Mix's, and so on. By analyzing the basic service marketing theories and method of commercial banks marketing, In 1980's, western scholars have a deeply and particular study on marketing on relationships, and they get a set of reasonable theories and thoughts. With the help of the information technology such as the database, internet etc, marketing on relationships developed quickly, and was practiced in many field especially in service business. Through the relationship connecting which aim at the customers', the enterprises got customers'loyalties achieved their goals such as retaining customers. So that they increase their turnover, decrease their cost.By analyzing the basic theory and method of marketing on relationships, and taking Chinese commercial banks'actually situation in account, this article discussed how Chinese commercial banks carried out marketing on customer'relationships from strategic point of view. The article analyzed the actual marketing situation of Chinese commercial banks, and why it is necessary to carry out marketing on relationship, the difficulties and key factors of carrying out marketing on relationship, and the tentative plan of using CRM system; analyzed the six markets which had carried out marketing on relationship, make sure the aim market carried out marketing on relationships; point out the marketing stratagem based on above theory, viz. get success on relationship marketing by investing in customer and service. In the light of Commercial Bank's present marketing institution in our country, this paper puts forward that the Commercial Bank should apply CRM in order to manage the relationship between the bank and customer well. On the base of the foreign bank's successful experience, the complete solutions are posed to raise the competitive capability of Commercial Bank.All in all, the author combined the experience of working in a state-owned commercial bank's basic level branch width's knowledge on leadership, marketing, management on knowledge, and stratagem etc, roughly discussed the basic thought of actualizing relationship marketing in commercial bank's basic level branch, trying to find a way which is suitable for the commercial bank's basic level branch to gain core competitive to get important customer and establish permanent firm fellowship, realize"win-win". Limited by the author's theoretical attainment and practical experience, there must be some errors and careless omissions, please not hesitate to point out directly. The author will go on with study on this subject theatrically and practically, to gain commercial bank's core competitive. |
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