The Study On The Financial Services Of Icbc Jilin Branch Towards Group Clients

With China's sustained economic growth, enterprise groups are emerging, which has become not only an important symbol of the national industrial strength and competitiveness, but also the customer base which the banks have laid their stress on expanding. The increasing centralization from bank loads to the major enterprises and groups is the prime source of income and benefit of the banks. Since the operating characteristics of the banks are not obvious in the province, a high degree of overlapping target market appears, which leads to a "you have, I have, and everyone has" product line, therefore the common "big customer preference" leads the banks into price competition, the low-level ecosystem of interpersonal competition, low-tech marketing, serious waste of resources, and low business income.Jilin Province is located in the northeast old industrial base. The economic development is lagging behind compared with coastal areas. The number of large corporate customer is limited, and are basically state-owned enterprises, such as FAW Group, Eurasia Group, Tonghua Iron and Steel Group, Yatai Group, etc. In the case of limited resources, banks compete fiercely, with a number of joint-stock banks land in Jilin in recent years. The competition for large-scale high-quality customers are increasingly intensified. It must take a full range of multi-level marketing so as to make it possible to get advantage position in the competition.When facing to the quality group clients, how to grasp the needs of customers accurately, how to introduce the appropriate product mix to meet customer needs timely, and on this basis to explore the depth of the potential customer needs, and to achieve cross-selling related products, is the "80/20" rule in concrete embodiment of modern marketing. Hence, aiming at service issues of group clients, the related apartments in the province were asked with questionnaire.By combining research results and the actual situation of Industrial and Commercial Bank, it is not difficult to find there is a big advantage of the bank; for example, the strong capital and technology power, the sufficient human resources, the obvious brand advantages, the full range of business products, the long term establishment, the sufficient operating experience, etc. Also, we find that there are still obvious shortcomings in Industrial and Commercial Bank. The threshold is too high, limiting some of the potential customers of the Group for financing; the large scale, the complex approval procedures, and the extended chain lead to the inefficient work, the long application, and the low customer satisfaction; because of state-owned institutions and many other factors, the employees'motivation is not high, also indirectly result in the credit and other financial products'low-level service in the marketing. But, we can overcome them through increased incentives and other means.This article is to answer the following questions by stage of research and analysis:First, it is to analyze the current status of group clients, and to understand the marketing policy of the banks to the group clients and the financial service trends. Second, facing the styles of the financial service to the group clients of on the main banks, Industrial and Commercial Bank of Jilin Province can do what to carry out effectively reference and improvement.Third, facing core requirements of the group clients for the financial services provided by the banks, Industrial and Commercial Bank of Jilin Province can do what to offer the financial service and to expand it.Fourth, facing to take the financial services of group clients as a systems engineering, what we can do to seek stability in the development and effective risk control.