China Shipbuilding Heavy Industry The Seventh Twenty-five Institute Financial Product Marketing Case Analysis

Based upon the "Important Minority and Tedious Majority Principle" proposed by an Itanian economist Beretto, 80% of the profit of an enterprise comes from 20% customers. This 20% customers are what we call the quality customers. How to get these 20% customers. This article presents a case study of the sales failure of Construction Bank of China Luoyang Branch on 725 Research Institute of China Shipping Heavy Industry Group Co., analyzes the root cause and suggests the improvements of the sales strategy. Based upon the problems found in the sales in quality customers, the basic sales options of Construction Bank of China Luoyang Branch are proposed to help the bank management and customer manager to enhance the success rate of the quality customer sales.The first chapter of the paper provide a detailed analysis of the sales schemes of the dedicated sales Team of Construction Bank of China Luoyang -Branch for 725 Research Institute, the company profile, financial statement, market competition, management efficiency, customer requirements as well as the establishment of the sales schemes. It is found out from the analysis the following problems exist: 1. There is no detailed analysis of the customer demand and the sales cutting point is not accurate; 2. The product analysis is not provided in consideration of the customer demands; 3. No analysis is made of the conditions of the competitive partners; 4. Simple sales objectives and means; 5. No fast response mechanisms to customers can be established due to the unavailability of the customer' s real-time information; 6. The members of the customer managers are of single discipline and the existing resources can be sufficiently utilized to meet customers' requirements;7. The products have not special features therefore there is no competitivenesss;8. The sales heavily rely on the relation and service for the customers is neglected. It is concluded from the analysis that the root cause of the above-mentioned problems is product-oriented static sales centering. The 2nd chapter of the paper presents the concept of customer-orientated dynamic sales and analysis of the customers and competitive partners. The solutions are worked out based upon customers' requirements and improvements are presented.Through the case study and proposal of the sales improvements, the basis sales schemes of Construction Bank of China Luoyang Branch for quality customers are concluded as: 1. Select the quality customers, define sales objectives and develop sales schemes for the customers based upon their specific conditions; 2. Establish information data base of quality customers for the effective customer relation management and quality customer development; 3. Establish quality customer manager team to provide high-quality high-efficiency financial service; 4. Adopt the new modern marketing concepts to develop the new product to satisfy the customers; 5. Maximize the utilization of information resources to improve the services; 6. Establish the product manager system for the effective management of the products. All this will contribute to the high-quality services to the customers and success rate of the sales.