Agriculture In Sichuan Province Bank Marketing And Management To Institutional Customers

1.Investigative purpose in this thesisThe institutional customers are mainly non-personal customers from which corporate person of enterprise is excluded. They include government and governmental organs, corporate person of business and juridical association, etc. This type of customer has acquired special operating patterns and financial requirement in the process of market subdivision. It has become a significant force among good customers of Agricultural Bank of China as a whole. Thus, it will make great difference to investigate these customer thoroughly and find out effective marketing strategy and customer management tactics to realize efficient marketing and scientific management of them. It will also make great importance for Agricultural Bank of China to adjust its customer structure raise good customer community and promote the overall competitiveness.2.Basic clue of this thesisBeginning with analyzing the characteristics and its financial requirement as well as overall efficiency of these customers, this thesis points out the shortcoming of Agricultural Bank of China in Sichuan province, regarding on marketing management and risk operation on granting loans. Combining with the practice of marketing mechanism reform , marketing resources integration and customer management , this thesis emphasizes on the following aspects as marketing mentality , subdivision of customer marketing integration , customer relation management and risk operation on granting loans . In addition, it puts forward the marketing strategy and risk operation strategy on granting loans to institutional customers.3.The main content of the thesisThe entire text comprises of five parts . The first part briefs on the market subdividing process of customer community, expatiates the theoretical background of establishing department for institutional customer in Agricultural Bank of China and elaborately analyzes the connotation , characteristics and financial requirement features as well as overall efficiency of these customers . The second part focuses on the current situation, the existing problems and the essential causes of marketing management in Agricultural Bank of China in Sichuan province . The third part proposes the marketing strategy and customer management strategy to intensify institutional customer marketing so as to raise their value from aspects including promoting marketing mentality, subdividing customer market, implementing integrated marketing and customer relation management. The fourth part analyzes the present loan risk condition as well as the causes . It also discusses the method for risk control. The fifth part is the application of these marketing strategy and credit strategy to higher education institutes in Sichuan province. On the basis of choosing typical representatives from higher education institutes, this section analyzes the outlook of co-operation between bank and higher education institutes. It also explicates the current situation of the development for universities and colleges and the primary objectives of the "tenth five years" program.