Author(s)

Ruiting Wang ¹, Yijie Li ¹, Bin He ¹, Xueqin Zhang ¹

Affiliation(s)

¹ School of Economics and Management, Taizhou University, Taizhou, China

Corresponding Author

Bin He

ABSTRACT

This article takes financial technology as the background to analyze the current situation of relationship marketing in Bank of China Jiangsu Branch. It also analyzes the problems that Bank of China Jiangsu Branch faces in relationship marketing, namely neglecting the true needs of customers, lacking maintenance of existing customers, lacking social media promotion, and lacking cooperation with government departments. By comprehensively comparing the situation of relationship marketing between Bank of China Jiangsu Branch and other commercial banks, combined with the concept and work practice of relationship marketing of Bank of China Jiangsu Branch, targeted and practical optimization strategies are proposed from multiple aspects, perspectives, and levels both internally and externally. The article focuses on promoting the relationship marketing work of commercial banks under the background of financial technology, and explores more scientific and comprehensive solutions for this.

KEYWORDS

Financial technology; Bank of China Jiangsu Branch; Relationship marketing

CITE THIS PAPER

Ruiting Wang, Yijie Li, Bin He, Xueqin Zhang, Research on the Optimization of Relationship Marketing Strategies of Bank of China Jiangsu Branch under the Background of Financial Technology. Accounting and Corporate Management (2024) Vol. 6: 101-108. DOI: http://dx.doi.org/10.23977/acccm.2024.060213.

REFERENCES

[1] Wang Gong, Ge Xinquan, Wang Ziyang. The impact of financial technology on commercial banks[J].Cooperative Economy and Technology, 2023(23):52-54.
[2] Huang Hao. Research on the strategy of financial technology development to empower the transformation of commercial banks [J].China Collective Economy, 2023(29):111-114.
[3] Liu Wentong. The impact and transformation of financial technology on traditional banking business model [J]. China-Arab Science and Technology Forum (Chinese and English), 2023(09):57-61.
[4] Chen Bin. Research on financial technology to help banking and financial services [J].China Small and Medium-sized Enterprises, 2023(08):198-200.
[5] Xue Nan. Research on the optimization strategy of customer relationship management of commercial banks: A case study of Bank B [J].Enterprise Reform and Management, 2023(11):46-47.
[6] Liu Yingdong. Research on the personal finance business of commercial banks in China under the background of Internet finance: Based on the perspective of relationship marketing [J].Shopping Mall Modernization, 2015(30): 127-128.

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