The Study Of Customers Strategy Of The Commercial Banks

As China joined WTO foreign banks make more steps entering the financial market of China gradually. The domestic banks face more severe competitions and challenges in the face of the foreign banks, which have long history and experiences in customers. At the beginning of entering the Chinese market, foreign banks put their focus on how to develop the advanced customers. In order to exist, the domestic banks adjust their customer strategy to compete with the foreign banks. They supply much kind of services to the advanced customers, in order to retain their customers as more as possible. But at the same time, the domestic banks pay less attention to the basic customers, and ignore the high-quality customers among them. In this article, we divide the customers into high-quality customers and ordinary customers, instead of advanced customers and basic customers, which is not fit the domestic commercial banks any longer. The Chinese commercial banks should make the customer strategy that include to train high-quality customer group, to make the certain criterion on high-quality customers, and to develop the retail banking as well. And then we elaborate the strategy for commercial banks as followings: First, we divided the customer with new method, and pointed that the law of 2 or 8 are not suit for the present domestic financial market. According to the traditional way, we mainly divide all the customers into advanced customers and basic customers, which accord with the customer rule in "law of 2 or 8", the profit of 80% comes from the customers of 20%. But the article makes the customers into high-quality customers and ordinary customers. We renew the measure standard of goal customer a dynamic development process, instead of static point, which also contain the growth customer. The high-quality customers today are made from ordinary customers, hence, some of the ordinary customers now will turn into high-quality customers in future. Therefore, we take the high-quality customer instead of static "advanced customers". Secondly, we analyze the necessary to develop high-quality customers, the problems in commercial banks, and marketing methods as will. We should establish a group of high-quality customers. The banks would face the mobility risks when they emphasize serving for the high-quality customers, which is not consistent with the principle for sharing the risks, when the banks are short in capital adequate rate. The problem of commercial banks is mainly that there were not enough products and it has a complex structure. In addition, the commercial banks only have some simple service and media propaganda. We should carry out different marketing measures on the base of the market differentiating, which is called slicing marketing, some experts serve for the high-quality customers, and other clerks serve for the ordinary customers. It's the key to compete with the foreign banks that the domestic banks should design new products to satisfy all sorts of needs. The third part established a criterion of high-quality customer. The growing ability is a key standard to evaluate an enterprise. I think that we should evaluate the enterprise's growth through the following aspects: Development, profit, efficiency, liquidity and growth. Development is an important index to judge the former standard and to forecast the future. We usually study with the following ratios, such as the growth rate of revenue, the growth rate of net profit, the growth rate of equity. The profit level, economic efficiency and liquidity are three indexes to examine the internal environment of an enterprise; they are on the basis of the profit, efficiency and safety respectively of the company. We choose the growth rate of sales revenue to indicate the development of different industry at the same period.