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Abstract of the opening up of China's financial services Industry so that domestic financial institutions are encountering unprecedented opportunities and challenges, while the integrated Marketing communication theory as a new concept of marketing communications field, the introduction of its customer relationship management, will be able to promote our financial services customer relationship the management of a number of improvements, such as raising customer awareness, to achieve a collection of databases to more effectively sell financial products. The introduction of integrated marketing communication theory mainly in the financial services industry on the basis of the existing database to enhance the effectiveness of Information dissemination, strengthening customer relationship management, and financial services brand building.

The size of the financial services industry clients is limited, in this limited market, not simply rely on the Development of new clients to support the organization's sustained growth, end, organizations should expand their customer, while maintaining existing customer relationships, Deep mining the value of the stock of customers so as to enhance comprehensive benefits. But on the domestic financial services sector, the comparison with foreign financial institutions, Chinese-funded financial institutions, the overall quality of personnel is generally low, the lack of development of internal motivation and external motivation, customer service is falling behind. Shanghai Banking Bureau analysis found that in 2007 petition focused on financial services to consumers and financial institutions in disputes, accounting for 82.86 percent, according to complaints of view, the most prominent complaints credit card business, accounting for 16.13% of the total, followed by the service categories of complaints accounted for 15.89%, charges categories of complaints accounted for 13.89%, e-banking accounted for 11.67% of complaints. Thus, enhancing our financial services customer relationship is imperative. 1, integrated marketing communication theory, the core concept of Integrated marketing communication theory, which is marketing communication on the latest Research results, there is no definition of a very accurate to compare the authority of the American Association of Advertising definition: 'This is a marketing communications plan concept, requires the full knowledge to develop integrated used in a variety of plans to bring value-added means of communication, such as general advertising, direct response advertising, sales promotion and public relations - and the combination of providing good clarity, consistency of information, so that the mass influence maximization. 'Integrated marketing communication theory aims to influence the behavior of a particular audio-visual public, it believed that existing or potential customers with the product or service that took place between all relevant brand or company contacts, are likely to be in the future messaging channels. Furthermore, the use of integrated marketing communication theory with existing and potential consumer-related, and can provide an acceptable all forms of communication. In short, the theory of integrated marketing communication process from an existing or potential customers starting, in turn, select and define the persuasive communication plan should take the form and methods. Based on the core concept of Integrated Marketing Communications has the following main points: First,

in order to replace the 4P theory 4c theory, 4R improve 4C. Namely: Forget products, research what the consumers want; forget the price and understand the customer's costs and meet their needs; forget the location, how easy how to buy; forget about marketing, remember to communicate with consumers. The second is marketing that is the transmission of that is marketing, the two are inseparable. The idea of marketing should be to promote people-centered, in the marketing communication at all times observe the process of communicating with users, such communication is not a one-way, from top to bottom, but two-way, equal interactive and dynamic long-term. Third, integrated marketing communication is not only a strategic, but also tactics. An integrated marketing communication success depends on the nature of the creative process of two very different parts, namely, the strategic 'Consumers want to hear what' and tactical 'how to tell consumers what they want to hear' - performance of strategic creative thinking. Fourth, marketing communication is a 'consolidation' process. Its not only to establish the spread of consumer-oriented philosophy, but also focus on marketing communication in the integration of the various relationships, combined into one voice, an image. Integrated Marketing Communication With in-depth, in the 4c a 4R also proposed on the basis of the theory, namely, reaction, association, relationship and returns. 4R theory is outlined in the new platform of marketing a new framework, it is not only attach importance to the enterprise's internal and external, but also pay more attention to internal and external links. Its most prominent feature is a competition-oriented, the main features: First, integration of internal and external resources, rapid response to demand, the establishment of multi-party association to interact with the win-win situation, but also extension and distillation of the convenience; second is embodied and implemented a relationship marketing ideas, through the association, relationship and response, how companies put forward the initiative to create demand, build relationships, longterm has customers to ensure long-term interests of the marketing methods; 3 is compatible with the cost of return, price, and a win-win aspects. Second, China's financial services customer relationship management status In recent years, China's financial reform process, foreign-funded financial institutions have access to national treatment, market competition has become increasingly brutal, customers increasingly fierce competition for resources, a direct threat to the survival of the financial services industry, China's financial firms have also come to realize that the relationship between financial customers importance of management and try to strengthen the customer relationship management, but the specific use of, but encountered various problems. Specifically manifested in the following areas: 1, the financial services low. Whether it is with foreign banks or advanced, compared with the customer demand, China's financial service product features and business processes are all there is a big gap. The product functions, it is not better meet the fast-growing financial needs of consumers, especially in high-end customer's needs; in business processes, how to target a broad range of customers to provide convenient services has become a focal issue of social concern . 2, customer complaints occur. In recent years, major media, customer complaints from time to time to see the securities firms, insurance companies, banks and other financial service institutions as the issue of the news. Despite the CIRC, China Banking Regulatory Commission, China Securities Regulatory Commission

and other financial regulators issued a series of measures for dealing with complaints, but complaints are still frequent. Such as the 'First Financial Daily' reported that in June 2006 to July during the Shanghai insurance regulatory letters were received letters from 55, to answer complaints from telephone 68, a reception visiting 14 groups 18 people, of whom 135 directly against the insurance company Parts times; the banking situation is similar to ATM machines, such as Xu Ting's case, the bank has been an overall questioning of other people via the Internet. 3, the customer lacks an understanding of financial products. In the financial companies to develop new products or existing products, marketing promotional efforts, owing to the financial business and customer information asymmetries, they found that clients simply can not understand these products, mainly because of financial products from design to development need to apply to complex theories and models, that is a simple product introduction will involve professional knowledge, which is the customer's financial requirements for knowledge and a relatively high, while China's financial knowledge is still far from universal, the customer a wide range of financial products, lack of knowledge about a direct impact on the customer's product interest, but also a serious impediment to China's financial industry enthusiasm for innovation. 4, the customer a lack of brand awareness and brand loyalty. People now choose the financial services, are often still based on the principle of proximity, the lack of brand preference. As China's major financial institutions, the basic form of state-owned enterprise restructuring, the original traces of the planned economy still exist, staff will continue to look at themselves as employees of state-owned, making progress, poor attitude, work efficiency is low. Although in recent years by the joint-stock financial institutions and the impact of foreign financial institutions, service has improved, but customer satisfaction is still low, there is no brand effect, will not be able to make the formation of brand awareness and customer loyalty. Reposted elsewhere in the paper for free download Third, the financial services industry in China to introduce integrated marketing communication theory the importance of

o Financial services industry, the introduction of customer relationship management, integrated marketing communication theory for the real importance of the financial services sector, primarily it can be done to reStructure enterprises as the core consumer behavior and market behavior, integrated and coordinated use of various forms of means of communication, with the goal of reunification and unity of the spread of the image, delivers a consistent product information, to achieve two-way communication with consumers to quickly establish the brand's position in the minds of consumers, brand building long-term close relationship with consumers more effectively meet the advertising communication and product marketing purposes. Specifically, the first in the traditional marketing concepts, the various types of consumer acceptance is the same, high-volume production of products and information. Database Technology allows businesses to target individuals who focus

on to achieve accurate positioning, thereby to produce personalized information, providing individualized precision marketing communications plans. Second, lower marketing costs, improve efficiency in marketing communications. Enterprises can in time for consumers of this demand, market segment to make our products to better meet the needs of target consumer groups. Third, the relationship management. The value based on database information, financial services companies to acquire customers personalized information, and the implementation of precision marketing communication strategy, the implementation of customer-oriented communication and interactive communication and viscous, to maintain customer relations purposes. Fourth, brand building. Financial services companies through the introduction of integrated marketing communication plan, integrating internal and external resources, customized communication and information, integrated media plan to disseminate a unified voice, and finally reach effective communication with customers, enhance corporate brand image, establish long-term customer relationships, maintaining customer resources, improve the corporate culture, the formation of enterprise's core competitiveness. Fourth, the financial services sector the introduction of integrated marketing communication theory of specific measures 1, and strengthen risk control. Running process in the financial industry, we should always guard against and defuse financial risks, the work of the first place. In the financial services customer relationship management process, the introduction of integrated marketing communications theory, the first task is to risk control. Specific approach is: first, control financial risks. Integrated marketing communication theory, greater demand for capital, while the majority of our financial services institutions generally lack capital, excessive Investment in customer relationship management that may affect the liquidity of financial institutions, thereby affecting their development and survival. Second, to establish strict internal control mechanisms to control operational risk. Third, to avoid legal risk. In the financial companies to develop new products, using new marketing communications Strategy to manage customer relationships, we must consider the laws, regulations and financial policies of the relevant provisions. 2, optimizing the organizational structure. In order to better implement integrated marketing communications, we must optimize the organizational structure, create a new learning organization to ensure the organization, outside of

good communication. Don E Schultz, in its 'Integrated Marketing Communication' a book that organizational reform, it is recommended the establishment of 'a communication dictator, and re-build the organization so that organization from the brand-oriented to market-oriented'. Integrated Marketing Communication proposed 'from the outside and inside the' thinking and 'from the inside out' of the implementation of the concept. 'Outside-in' thinking to focus on market-oriented customer database, to find 'what consumers want'; 'from the inside out' the implementation of stress integration of internal resources first, followed by the relevant stakeholders of the integration, and then the integration of marketing communication strategy. Enterprises to build a new learning organization, it must be learning-oriented and flat organization, to meet the 'thinking from the inside out'; the same time must also be a cross-functional and innovative organizations to meet the 'from the inside out' the implementation of . Learning organization is conducive to better play the role of database marketing communication, flat is conducive to timely and effective communication of information, cross-functional implementation of the power needs of innovative enterprise's basic requirements. In short, the building of the new organization will help the enterprises to conduct database marketing communication, integrating internal and external resources for the implementation of precision marketing communications. 3, to strengthen and professional advisory bodies. The financial services sector in developing integrated marketing communication activities, environmental changes and policy choices, are often not as good as advertising or marketing communications advisory bodies like the professional institutions. Financial enterprises with these professional organizations division of labor, the database data mining and marketing communications activities, planning, establishing mutually beneficial partnerships that can help businesses integrate advantageous resources, to maximize its interests. 4, establish a customer-oriented database. Audience groups to establish a database of objective and comprehensive analysis is the basis for integrated marketing communications. The traditional marketing communication environment, due to technical limitations, the information collection and analysis audience

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