Research On The Relationship Marketing Strategy Of The XX Branch Of The Agricultural Bank Of China

In the nineteen major report of the party,general secretary Jinping Xi pointed out that“deepening the reform of the financial system and strengthening the economic capacity of the financial services entity”.Innovation is always the motive force of progress.With the development of economy has entered a new norm,the face of complex domestic and international economic and financial environment,financial reform deepening,development model and profit model of commercial bank is undergoing fundamental change,the domestic commercial banks will gradually change from scale efficiency and rely on credit expansion to the benefit of service mode,the competition of commercial banks focus from the initial product and channel competition evolved into the competition for customer resources,makes the business focus from large demand and other lucrative target customers of the commercial banks has become the competition.Bank outlets is the focal point of bank strategy,management and operation ability,is facing the important position of the contact of the bank customers,marketing,information collection,plays an irreplaceable role in the maintenance of customer relationships,to provide complex business consulting and services,but also enable customers to obtain direct experience and strengthen the important marketing channels of influence bank brand.Relationship marketing emphasizes long-term,stable,mutual trust and mutual cooperation between banks and their customers and their stakeholders to achieve long-term sustainable development.This paper introduces related theories of relationship marketing,and demonstrates its practice.On this basis,it puts forward the necessity and significance of relationship marketing in banking industry.The use of PEST,SWOT,STP and other analysis methods in the analysis of competition environment based on the banking industry macro environment and industry,analyzes the XX of the ABC bank branch network status,points out the existing relationship marketing problems and deficiencies,explore the protection measures for ABC bank branch XX network,are discussed in detail interpretation and optimization of its strategy.