| Chinese banking industry's growing exposure to global financial integration, as well as China's accession to WTO have exacerbated the competition between domestic commercial banks both in terms of depth and width, pushing them to take more initiatives on innovation of marketing methods, maximize the benefits and optimize the utilization of restricted financial resources. However, a closer look at the corporate and institutional banking services among these banks will enable us to identify that there still exist huge gap with clientele's demands, and the banks' services also lag behind those world leading players. Therefore, how to create a self-sustained mechanism which will bring win-win relationship for commercial banks as well as their corporate clients has raised the concern among all the commercial banks. The thesis has probed into the modern enterprise function analysis and new modes of bank-corporate relationship, followed by a practical research on the corporate banking business, existing problems among commercial banks and client's expectation on banking products. Based on the theories about financial marketing and financial innovation, and from the standpoints of commercial banks, society, and corporate clients respectively, a series of measures represented by client's centrism and financial customized marketing have been proposed accordingly, such as customer segmentation, mutual employment of customer centrism and product centrism, CRM's application based on corporate value management, and enhancement of product management innovation mechanism and customized marketing capability. Other measures also include the development of intermediary banking business, standardization of financial management modes, comprehensive financial management, full coverage of social credit supervision system, alignment of credit appraisal system, normalization of guarantee system, consolidation of modern enterprise system as well as corporate governance, etc. |
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