Account Manager System Of Middle & Small Commercial Banks And Corporation Clients Marketing

This paper firstly summarizes that the appearance of the Account Manager System (AMS) in China was the result of the development of market economy and reform of finance structure,and describes its status quo. As a system innovation,AMS has its own functions,and expresses banks ' new operation principle including regarding clients as the centre,integration marketing,etg. Then this paper analyses the character of the newly established middle and small commercial banks,corporation clients and the basic theory of financial product marketing,indicates their relationships with AMS. Furthermore,bases on the theoretical analysis above and combines with cases which indicate how the account managers of middle and small commercial banks deal with corporation clients marketing,this paper researches and sums up the questions and rules about choosing,developing,evaluating and serving clients,and advises viable means of operations. Finally,this paper analyses the problems that emerge in the process of pushing AMS and put forward improvement ideas.