2001年我国加入世界贸易组织,并签订了金融服务协议。2006年12月11曰

开始,我国银行业进入了全面竞争时代。传统的市场营销理论越来越满足不了商业

银行的市场竞争需要。我国商业银行如何加强营销管理方面的能力,进而有效地为

我国社会主义经济发展提供支持。这已经成为我国专家和学者不得不去考虑的问

题。关系营销这个营销策略已在国内外其他行业成功应用。目前,虽然有部分商业

银行幵始接触并使用,但是大部分商业银行仍然没有能够认识到它的重要作用。本

文通过对关系营销策略进一步分析,结合我国商业银行开展关系营销活动的现状,

对我国商业银行开展关系营销活动提供了一些意见。

我们不仅要全面了解现代市场关系营销理论,而且还要成功有效地运用关系营

销策略。从而为我国商业银行发展战略服务,建立一个适合社会主义市场经济发展

需要的营销关系。让商业银行在激烈的市场中,依靠自身的营销竞争能力,实现银

行的盈利目标。同时,力争商业银行在市场客户群的争夺中抢占先机,让银行具有

长期稳定的盈利能力。以期望迅速赶超国际先进水平。

为了将关系营销理论成功有效地运用在商业银行企业,本文出于对我国商业银

行的特点、我国商业银行实施关系营销的必要性、我国商业银行开展关系营销的现

状、我国商业银行开展关系营销的路径等几个方面进行研究。先是全面分析了关系

营销的基本理论,并与传统营销进行对比,指出了关系营销和传统营销的一些区别。

关系营销是以客户为核心,而传统营销则是以交易为核心。关系营销是传统营销的

一个理性发展。证明了关系营销有助于企业发展。然后,又进一步分析了关系营销

给商业银行带来的帮助。同时结合我国关系营销的现状,提出了商业银行应该在不

同市场情况下,使用不同的关系营销方式。围绕客户市场、战略伙伴市场、影响者

市场、内部市场和推荐者市场来开展关系营销,最终实现利益各方共赢。最后,针

对我国商业银行在开展关系营销活动时出现的问题给出了解决办法,不断完善我国

商业银行开展关系营销活动的能力。帮助我国商业银行又快又好地发展,进而引导

一切可以利用的资金更好地为我国社会主义经济发展提供原动力。

关键词:商业银行;关系营销;合作关系;客户市场

Abstract

In 2001,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.

Key-words: relationship marketing; commercial banks; collaborating relationship;

customer market