Agricultural Bank Of China Bank Of Chengdu A Branch Customer Value Assessment

With the progress of global economy, the competition of commercial banks is stronger and more serious. The corporate customer is an important source of profits, so how to value a corporate customer scientifically is the focus of bank business. Under the new situation, the relationship between Enterprises and banks is no longer cooperation, but Win-Win under mutual trust and cooperation. On one hand, enterprises improve their strength and create new value for banks constantly, and on the other hand, banks optimize their financial products and provide more comprehensive services to the enterprises continually. Based on a Chengdu branch (branch A) of the Agricultural Bank of China, this paper attempts to study how to measure the value a corporate customer creates.The main contents of this paper include: a general review of the status of knowledge on these aspects; a brief introduction to the current situation about branch A's corporate customer management and evaluation, and the circumstances about Agricultural Bank of China on marketing and customer segmentation; studying the actual situation of branch A for the establishment of the evaluation system, and the evaluation index system; in establishment of the assessment model, using analytic hierarchy process to calculate the index weight and check it for consistency; researching and analyzing the indicators with the business data of branch A and questionnaire survey; subdividing corporate customers according to index value; according to different customer base, developing diverse customer relationship development strategies and marketing strategy.By using the customer evaluation index system and customer segmentation, branch A can divide customers into different customer base and design diverse customer relationship development strategies and marketing program. By optimizing the allocation of resources rationally, branch A can limit allocation of resources to high-value customers, so as to ultimately improve the overall profitability of the banks.