A Study Of Marketing Strategy Of ABC Shenyang Branch

With the openness of the finance market after WTO, the marketing environment of all kinds of Chinese commercial Banks is undergoing great changes: the four state-owned commercial Banks have to confront tougher competitions, diversification and personalization of financial services. Compared with foreign Banks, the operating ideology of Chinese commercial Banks is left behind and they have obvious misunderstanding and Shortcomings in their practical application. Fierce competition makes it necessary for our commercial Banks to change their marketing theory and models to increase their competitiveness. Based in the overall Background of the increasingly open financial market in China, this thesis makes in-depth analyses of the essence and characteristics of CLV marketing in commercial Banks and put forward some practical relationship marketing strategies for agriculture Bank of china Shenyang Branch to increase their competitiveness.The paper gives a literature review of the history of CLV and makes a thorough analysis of the current situation to point out the necessity of applying CLV marketing strategy to the ABC Shenyang Branch. In addition, by studying the case of ABC, the paper also analyzes the experiences of marketing in Chinese commercial Banks. Lastly, the paper provides suggestions to improve the CLV marketing in Chinese commercial Banks.Change marketing is an inevitable trend in Chinese commercial Banking in that the Chinese Banks face serious competition and the changes in customer needs and services. Marketing which is based on the customer lifetime value, applies to every market related to the commercial Banks and increases effectively the competitiveness of commercial Banks.