论关系营销战略在我国商业银行的运用
摘要
关系营销是90年代出现的一种新型的营销观念，被誉为"九十年代及未来的营销理论"。近年来，关系营销在国外获得了巨大发展。中国加入WTO后，金融业对外开放程度不断提高，银行业的竞争不断激化，正确地制定和实施关系营销战略对我国商业银行具有十分重要的意义。我国银行业对关系营销的研究还处于起步阶段，在实施关系营销的过程中面临着许多问题，还缺乏系统的、完整的关系营销战略与相应的策略。本论文研究目的是使读者了解我国商业银行实施关系营销的现状、存在的问题，并为我国商业银行如何实施关系营销战略提供一些建设性的意见。
本论文的主要思路是：首先介绍关系营销的相关理论，包括关系营销的内涵、本质特征、与传统交易营销的区别和层次划分，然后在分析我国商业银行营销现状的基础上讨论我国商业银行实施关系营销战略的必然性，接着分析我国商业银行实施关系营销所面临的问题及原因，最后重点讨论我国商业银行关系营销战略的实施重点及相应策略。
全文共分为三章。
第一章是对关系营销的概述。第一节介绍了关系营销产生的背景。第二节介绍关系营销的内涵与本质特征。关系营销的重点仍然是顾客，但关系营销不仅将注意力集中于企业和顾客的关系，而是扩大了营销的视野，将营销的范围扩大到与交换有关的一切关系方，包括竞争者、政府机构、社会公众和内部员工。第三节分析了关系营销与传统的交易营销的区别。第四节介绍了关系营销划分的三个层次。
第二章是对我国商业银行实施关系营销的现状分析。第一节介绍了我国商业银行市场营销的概况。第二节分析了我国商业银行实施关系营销的必然性。第三节从商业银行对顾客的关系营销战略，以及商业银行对顾客以外的其他相关利益方（包括金融同业、政府机构/央行、社会公众、内部员工）的关系营销战略两个方面，分析了我国商业银关系营销现存的问题。第四节则从商业银行自身的角度对我国商
业银行关系营销现存问题的原因进行了剖析。
第三章针对我国商业银行实施关系营销现存的问题，论述了我国商业银行关系营销战略的实施重点及相应策略，这是本论文的重点。第一节谈商业银行对顾客的关系营销战略。银行与顾客的关系是商业银行关系营销战略的重点。实施客户关系战略要求要树立“以顾客为中心”的营销观念；要科学地进行顾客细分、目标市场选择和定位；要建立以顾客为中心的、灵活高效的市场营销组织运行体系；要充分重视内部营销，创建以顾客为中心的企业文化；要建立和完善商业银行的客户关系管理（CRM）系统。然后分别介绍了对批发业务领域和零售业务领域进行关系营销的基本策略。第二节论述了我国商业银行对外部其他关系方，包括对金融同业（外资银行、国内银行、证券、保险）、政府机构/央行、社会公众的关系营销策略。第三节探讨了商业银行的内部营销问题。商业银行的内部营销即对全体员工的营销，是商业银行对外部市场实施关系营销的基础。加强内部关系营销应从以下四个方面入手：一是建立一套科学的选人用人机制；二是建立一套科学的激励机制、分配机制；三是加强员工培训力度，提高员工的素质；四是创建立以人为本的企业文化。
Relationship marketing is a new marketing concept put forward in 1990's,which is honored as "marketing theory in 1990's and in the future". In recent years, relationship marketing has been developing fast in foreign countries. With China's entry into WTO, the financial industry faces more and more heated competition, therefore, it's very important for commercial banks to layout and carry out relationship marketing strategy. Commercial banks' study on relationship marketing remains in the stage of setout. There're many problems in the process of bank's relationship marketing. Commercial banks have not a set of complete and systematic relationship marketing strategy. The aim of the paper is to acknowledge the readers of commercial bank's present situation of relationship marketing and the existing problems, and to put forward some advice on commercial banks' relationship marketing.
The train of thought of the paper is as followed: first, introducing the relative knowledge of relationship marketing, including the background, contents, the essential features, the differences from the traditional transaction marketing and economic meanings; then on the basis of studying commercial banks' marketing situation the paper points out the necessity of relationship marketing and existing problems; finally the paper analyzes the implementation emphasis and relative tactics of commercial banks' relationship marketing.
The paper is divided into three chapters.
Chapter One is the summarization of relationship marketing. Section one introduces the emergence background of relationship marketing. Section two introduces the contents and essential features of relationship marketing. The emphasis of relationship marketing is still customers, nevertheless, relationship marketing not only focuses on the relationship
between the enterprises and customers, but enlarges the marketing cope to all the relative units, including suppliers, competitors, political power, public relation and internal personnel. Section three analyzes the differences between relationship marketing and the traditional transaction marketing. Section four introduces the three tiers of relationship marketing.
Chapter Two analyzes the present situation of commercial banks' relationship marketing. Section one is the summarization of commercial banks' marketing. Section two discusses the inevitability of relationship marketing for commercial banks. Section three points out the problems existing in commercial banks' relationship strategies. Section four dissects the causes of the existing problems in the process of commercial banks' relationship marketing.
In view of the present marketing situation of commercial banks, chapter Three discusses the implementation emphasis and relative tactics and relationship marketing. Chapter Three is the most important part of this paper. Section one is focused on commercial banks' customer strategies. The relationship between commercial banks and customers is the emphasis of relationship marketing. Customer strategies require commercial banks to establish the idea of " client is the center", to carry out STP strategy, to set up a flexible and efficient organizational system, to pay attach importance to internal marketing and set up commercial banks' culture and to create customer relationship management (CRM) system. Then paper introduces the tactics in the wholesale and retail field. Section two discusses the relationship strategies to the other relative units, including financial trade (foreign banks, domestic banks, security companies, insurance companies), political organization/central bank and the public. Section three talks about issue of the internal marketing. Internal marketing refers to the marketing to the whole personnel, which is the basis of commercial banks' relationship marketing. To strengthen
internal marketing should start with the following four measures: first, to set up a scientific system of selecting and employing staff; second, to set up a set of scientific encouraging system and
本论文的主要思路是：首先介绍关系营销的相关理论，包括关系营销的内涵、本质特征、与传统交易营销的区别和层次划分，然后在分析我国商业银行营销现状的基础上讨论我国商业银行实施关系营销战略的必然性，接着分析我国商业银行实施关系营销所面临的问题及原因，最后重点讨论我国商业银行关系营销战略的实施重点及相应策略。
全文共分为三章。
第一章是对关系营销的概述。第一节介绍了关系营销产生的背景。第二节介绍关系营销的内涵与本质特征。关系营销的重点仍然是顾客，但关系营销不仅将注意力集中于企业和顾客的关系，而是扩大了营销的视野，将营销的范围扩大到与交换有关的一切关系方，包括竞争者、政府机构、社会公众和内部员工。第三节分析了关系营销与传统的交易营销的区别。第四节介绍了关系营销划分的三个层次。
第二章是对我国商业银行实施关系营销的现状分析。第一节介绍了我国商业银行市场营销的概况。第二节分析了我国商业银行实施关系营销的必然性。第三节从商业银行对顾客的关系营销战略，以及商业银行对顾客以外的其他相关利益方（包括金融同业、政府机构/央行、社会公众、内部员工）的关系营销战略两个方面，分析了我国商业银关系营销现存的问题。第四节则从商业银行自身的角度对我国商
业银行关系营销现存问题的原因进行了剖析。
第三章针对我国商业银行实施关系营销现存的问题，论述了我国商业银行关系营销战略的实施重点及相应策略，这是本论文的重点。第一节谈商业银行对顾客的关系营销战略。银行与顾客的关系是商业银行关系营销战略的重点。实施客户关系战略要求要树立“以顾客为中心”的营销观念；要科学地进行顾客细分、目标市场选择和定位；要建立以顾客为中心的、灵活高效的市场营销组织运行体系；要充分重视内部营销，创建以顾客为中心的企业文化；要建立和完善商业银行的客户关系管理（CRM）系统。然后分别介绍了对批发业务领域和零售业务领域进行关系营销的基本策略。第二节论述了我国商业银行对外部其他关系方，包括对金融同业（外资银行、国内银行、证券、保险）、政府机构/央行、社会公众的关系营销策略。第三节探讨了商业银行的内部营销问题。商业银行的内部营销即对全体员工的营销，是商业银行对外部市场实施关系营销的基础。加强内部关系营销应从以下四个方面入手：一是建立一套科学的选人用人机制；二是建立一套科学的激励机制、分配机制；三是加强员工培训力度，提高员工的素质；四是创建立以人为本的企业文化。
Relationship marketing is a new marketing concept put forward in 1990's,which is honored as "marketing theory in 1990's and in the future". In recent years, relationship marketing has been developing fast in foreign countries. With China's entry into WTO, the financial industry faces more and more heated competition, therefore, it's very important for commercial banks to layout and carry out relationship marketing strategy. Commercial banks' study on relationship marketing remains in the stage of setout. There're many problems in the process of bank's relationship marketing. Commercial banks have not a set of complete and systematic relationship marketing strategy. The aim of the paper is to acknowledge the readers of commercial bank's present situation of relationship marketing and the existing problems, and to put forward some advice on commercial banks' relationship marketing.
The train of thought of the paper is as followed: first, introducing the relative knowledge of relationship marketing, including the background, contents, the essential features, the differences from the traditional transaction marketing and economic meanings; then on the basis of studying commercial banks' marketing situation the paper points out the necessity of relationship marketing and existing problems; finally the paper analyzes the implementation emphasis and relative tactics of commercial banks' relationship marketing.
The paper is divided into three chapters.
Chapter One is the summarization of relationship marketing. Section one introduces the emergence background of relationship marketing. Section two introduces the contents and essential features of relationship marketing. The emphasis of relationship marketing is still customers, nevertheless, relationship marketing not only focuses on the relationship
between the enterprises and customers, but enlarges the marketing cope to all the relative units, including suppliers, competitors, political power, public relation and internal personnel. Section three analyzes the differences between relationship marketing and the traditional transaction marketing. Section four introduces the three tiers of relationship marketing.
Chapter Two analyzes the present situation of commercial banks' relationship marketing. Section one is the summarization of commercial banks' marketing. Section two discusses the inevitability of relationship marketing for commercial banks. Section three points out the problems existing in commercial banks' relationship strategies. Section four dissects the causes of the existing problems in the process of commercial banks' relationship marketing.
In view of the present marketing situation of commercial banks, chapter Three discusses the implementation emphasis and relative tactics and relationship marketing. Chapter Three is the most important part of this paper. Section one is focused on commercial banks' customer strategies. The relationship between commercial banks and customers is the emphasis of relationship marketing. Customer strategies require commercial banks to establish the idea of " client is the center", to carry out STP strategy, to set up a flexible and efficient organizational system, to pay attach importance to internal marketing and set up commercial banks' culture and to create customer relationship management (CRM) system. Then paper introduces the tactics in the wholesale and retail field. Section two discusses the relationship strategies to the other relative units, including financial trade (foreign banks, domestic banks, security companies, insurance companies), political organization/central bank and the public. Section three talks about issue of the internal marketing. Internal marketing refers to the marketing to the whole personnel, which is the basis of commercial banks' relationship marketing. To strengthen
internal marketing should start with the following four measures: first, to set up a scientific system of selecting and employing staff; second, to set up a set of scientific encouraging system and
引文
1、王方华 洪祺琦：《关系营销》，山西经济出版社，1998年11月第一版
2、[美]哈利·奥乐德：《心对心的营销—与21世纪的顾客沟通》，经济管理出版社，2002年7月第一版
3、梁峰：“商业银行市场营销的障碍与突破”，《财经问题研究》，2001.10
4、胡俊侠：“营销理论的最新演变”，《中外管理》，2002.11
5、牛海鹏、王明止：“关系营销”，《销售与市场》， 2000.8
6、潘晓翔：“商业银行关系营销策略”，《经济管理》，2000.12
7、杜智刚：“关系营销在银行中的应用”，《国际金融研究》，2000年第5期
8、邵小萌：“银证合作要向纵深推进”，证券时报，2002.5
9、李怀建:"银行CRM要走出误区", 证券时报，2002.12
10、肖升：“关系营销：商业银行建立新型客户关系的根本途径”，《现代商业银行导刊》
2、[美]哈利·奥乐德：《心对心的营销—与21世纪的顾客沟通》，经济管理出版社，2002年7月第一版
3、梁峰：“商业银行市场营销的障碍与突破”，《财经问题研究》，2001.10
4、胡俊侠：“营销理论的最新演变”，《中外管理》，2002.11
5、牛海鹏、王明止：“关系营销”，《销售与市场》， 2000.8
6、潘晓翔：“商业银行关系营销策略”，《经济管理》，2000.12
7、杜智刚：“关系营销在银行中的应用”，《国际金融研究》，2000年第5期
8、邵小萌：“银证合作要向纵深推进”，证券时报，2002.5
9、李怀建:"银行CRM要走出误区", 证券时报，2002.12
10、肖升：“关系营销：商业银行建立新型客户关系的根本途径”，《现代商业银行导刊》
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