The Research Of Differences Marketing Dervices In Small And Medium Sized Commercial Banks Based On The Customer Value

With the pace of financial globalization, commercial banks develop rapidly in China, especially the rapid development of the small commercial banks. In the domestic financial market, there has formed a pattern in which the large state-owned banks lead the way while the small and medium sized commercial banks prosperity at the same time. The small and medium commercial banks have achieved some success, but they also face some deficiencies. Their developing speed is influenced by the development of methods and marketing strategies. These factors make these small and medium sized commercial banks in a disadvantageous circumstance and they may lag behind the pace of the whole competition of banks. And they face with severe challenges, the crisis of survival and development. For these small and medium sized commercial banks, customers are the foundation of the core resources and development. With the background that financial needs become increasingly diverse, hierarchical and multi-level, it is not only enough for the small and medium sized banks to fully understand the fierce and competitive market environment, but also to fully understand the customer value. Customer value-driven differences in the development and implementation of marketing strategy are an effective way to improve marketing efficiency, and they are also means of rational allocation of marketing resources.Based on the research results both at home and abroad, the author starts from the customer perspective and study small and medium sized commercial banks as objects. A small commercial bank marketing analysis of the present situation of small and medium sized commercial bank customer value assessment system, quantify and the factors that affect customer value have been established. In the case study, the author chooses a small commercial bank as an example and the AHP model has been built. The model gives the difference in marketing strategy and the differentiation is based on customer value. To develop with special characteristics is the future developing trend of small and medium commercial banks. There are five parts in this article. The first part is an introduction, proposing the research background, significance and research methods. The second part is the literature review, describing the main points from the theory of customer value, differentiation, marketing and services marketing. The third part discusses the concept of small and medium sized commercial banks, the establishment of objective analysis of the small and medium sized commercial bank market and the differentiation status of the motive. In the fourth part, the customer value assessment system of the small and medium sized commercial bank is analyzed through the empirical method and the questionnaires have also been analyzed in which the author concludes the key factors affecting customer value. In the fifth part, different assumptions deductions have been discussed from the perspective of customer value which are based on the former chapters and a case study of Baotou business bank. The author also extracts the package of commercial banks and advocates some suggestions of the marketing for the future development of small and medium sized banks.