摘 要

刚果民主共和国正在摆脱战争标志着内乱，惊人的通货膨胀和经济危机，但是，虽然国家已经遇到的困难和还面临着许多其他的严重障碍，仍然履行进展显著。

而人口的不到1％有权访问银行帐户，银行活动集中上的状态下，企业和一些小康个体的相对较小的扇区。

目前的工作的目的是如下的RAWBANK营销策略的研究，​以解释这个业务沟通的有效性。

事实上，这项研究的目的是跟踪由该银行应用于通讯或营销策略的整个方法已经使得它赢得了重要的市场份额，因此将自己定位为一个领导者在市场上具有较强竞争力。

同样，在我们的工作中，我们将上诉到民族志的方法，其中包括描述研究作为一个整体，其具体方面的现象。在这里，我们重点关注的几个银行官员和管理人员的采访，终于发现员工在公司内部的需求。

着眼于NICT和之后的分析互联网，移动和monetics。这项研究的结果表明，有在休息时间上monetics和Rawbanking计划提高生产率，因为自助银行的工作仍在继续甚至超越服务的时间，因此，当工人正在休息的机器仍在工作。

有与Outlook和手机上使用该软件“三角”，以及信息共享在国内一级感谢邮件的工作自动化。客户到达通过互联网跟随运动的发展考虑，通过电话和ABMS。

在电话使用更多的精神关系，但它应该是对于这一点，该RAWBANK代替把语音服务器的服务中的是，与它的客户，并希望任何其他人的银行活动被告知这样的方式并经与顾问直接接触不同的服务和产品要么没有。

鉴于所说的一切，我们说，诉诸NITC的RAWBANK内的网络营销是一个不断变化的世界的必需品客户关系的有效管理，因为后者是当今更多的教育，告知和谨慎。这使我们能够确认我们的出发假说。

关键词：关系营销，刚果金银行（Rawbank），Rawbank的营销战略

ACKNOWLEGMENTS

I want to thank warmly all those who contributed to the realization of this work study Professor YAN MING, the promoter of this work, without which this work would never have occurred.I thank him for his time, for his scientific illumination, as well as for his valuable advice and especially for letting me great freedom in the design and drafting of the work.

The School of management, more specifically the Department of Business Administration, through which I could experiment, acquires sufficient knowledge for the development of this work.

To my parents, my late father OMARI KASONGOLOSO JEAN CLAUDE, my lovely mother YOMON WONIMA MARIE THERESE, who gave me the life.

To my uncle HUBERT ALI RAMAZANI for its advice and support during my academic career in china

To my family, my friends and country mates who are always around me

To them I dedicate this thesis.

TABLE OF CONTENT

DECLARATION II

COPYRIGHT III

ABSTRACT IV

摘要 V

ACKNOWLEGMENTS VI

CHAPTER 1 INTRODUCTION 1

1.1 Overview 1

1.2 Hypothesis 2

1.3 Objective 2

1.4. Methodological approach 2

1.5 Choice and interest of the subject 3

1.6 Delimitation of the study 4

1.7 Announcement of the Theoretical Framework 4

1.8 Difficulties encountered 4

1.9 Subdivision of the study 5

Chapter 2 THEORETICAL FRAMEWORK AND CONCEPTUAL FRAMEWORK 6

2.1 theoretical approach 6

2.2 Conceptual Approach 7

2.2.1 General Information on Marketing 7

2.2.2. Role of Marketing 8

2.2.3. The key concepts of Marketing 9

2.3. Banking Marketing 10

2.3.1. The banking Marketing and its specificities 10

2.3.2. Marketing tools of the Bank 11

2.3.3 Marketing Plan of the Bank 14

2.4. Traditional Marketing 18

2.5. Online marketing or the E-Marketing 19

Chapter 3. PRESENTATION AND OPERATION OF THE RAWBANK 21

3.1. Presentation of the RAWBANK 21

3.1.1 Background 21

3.1.2 Objectives, statutes and vocation of the RAWBANK 22

3.1.3. Structure and Organization of the RAWBANK 24

Chapter 4: EFFECTIVENESS OF THE CORPORATE COMMUNICATION IN THE BANKING ACTIVITY: STUDY OF THE STRATEGY RELATIONAL MARKETING OF THE RAWBANK 28

4.1. Methodology of Work 28

4.2. Procedure and Choice of the Sample 28

4.3. Presentation of the Results 29

4.3.1. Communication strategy (relational marketing of the RAWBANK: General situation) 29

4.3.2. Effectiveness of the communication (Marketing Strategies relational) of the RAWBANK 33

Chapter 5 General Conclusion 42

REFERENCES 44

Annexes 45

CHAPTER 1 INTRODUCTION

1.1 Overview

The Bank is called upon to face the exponential solicitations of the services market and the competition’s initiatives, as to the reason why it must be competitive in the field of communication and marketing strategies.

The profession of banker has become increasingly more complex, the security, control and monitoring of risks are of these areas more and more pervasive. They are based on the techniques of information and communication, which represent a real structural migration of the profession. The key factor of success within a bank must translate into terms such as: the Bank is a trusted network. The Communication Marketing will therefore have to take into account this dimension of things.

In the Democratic Republic of Congo, there are several banks which take the expand, but there is no more than 100,000 bank accounts opened to this day throughout the country (J. ISERNE amp; REII, Fault finding of the framework and policy on the access to financial services in the DRC); and banks sleep on their rewards by refraining from taking into account this given in the market that it might well operate in a framework of communication marketing and conquest of the market.

Of where our concern is to know: 

1. How the RAWBANK has managed the marketing relations with its customer since its creation to the present?
2. Is she carrying the most important part of the trade?
3. What are the issues present in the revolution of new technologies of information and communication in the context of the Management, of the customer relationship for the banks in the DRC?

The focus of our work will be on these questions.

1.2 Hypothesis

In the light of our questions of departure, the assumptions used in this study are the following: 

1. The communication of the RAWBANK remains the most effective, as it places the company in first position in the competitive Congolese market.
2. The RAWBANK is positioned as the leader due mainly to the development of its strong marketing strategies. Research and development, technology watch, launch of new products, organization or commercial interaction close to the market; the innovation is part of the Genes of RAWBANK since its creation and this fits into the framework of strategy that allows the company to increase its average share of important market.
3. In addition, the revolution of the new technologies of the information and of the communication appears to represent a major asset in the banking activity as soon as modern when we believe that the Congolese banks if they want to get more efficiency in the context of small and medium business and more speed in the achievement of the hearing on the plan of the marketing communication.

1.3 Objective

The objective of the present work is as follows, the study of the marketing strategy of the RAWBANK, in order to account for the effectiveness of the communication of this business.