Research Of Marketing Strategy For Key Account Of S Sub-Branch Of Shenzhen C Bank

Since China's reform and opening up and joining WTO, China's economy has developed rapidly. The national economy industry structure also got further optimize and upgrade. By technological innovation and impact of financial innovation of the new wave, much Chinese enterprise got enough and rapid growt. Specially these years, the expansion of many companies goes very fast. Their needs for the financial service become more and more high and complex. The key account financial services in the commercial Banks in the middle of the business have dominated more and more important position.The financial demands from a single deposit and loan demand becomes various demands. The relationship between the bank and its account transforms from the simple deposit and loan relationship to the multiple sexual relationship.They make the financial service for key account more complicated with the change of capital market, enterprise industry characteristics and development trend, the combination of innovation of financial tools, strengthened electronization.lt is a long term task how to effectively stratify and improve both the values of the bank and the enterprises. Facing so huge market's demand,all the bank have tried their best to launch their financial services product.This thesis pointed out that for the commercial banks, the key point of marketing for key account are not how to sell but how to deal. They are how to improve financial services products and how to provide the excellent service. This thesis uses the professional marketing theory to deeply discuss into the banks' marketing strategy for key account, to do as much as possible to perfect the function of financial services and to promote the domestic banking economic environment and management system optimization.Based on the modern management, commercial Banks operation,4 P marketing theory and other theories, this thesis gives a comprehensive system of research for the key account marketing of our country commercial bank with the example of S sub-branch of C bank with the application of documentation, the comparison analysis, the case analysis and so on.lt analysis the market marketing environment and the existing problems for key account. To the present situation of the enterprise S sub-branch as an example, the thesis puts forward the application strategy analysis based on marketing theory for key account of commercial banks through analysis of S sub-branch and interpretation. Firstly, this thesis studies the background and significance, and analyzes the domestic and foreign relevant researches, and analyzes marketing problems with 4P theories.Secondly, The thesis analyzes the key account marketing problems of Commercial banks with 4P marketing theory and put forwards the problems which are serious homogeneity, less preferential pricing, small ratio for the key account and non professional customer manager. The thesis looks for market positioning of key accounts'marketing through analysis the environment of the commercial banking and banking of Shenzhen. It also gives the appliance strategy of key accounts'marketing with the sample of S sub-branch of Shenzhen C Bank with the analysis of the demand of key accounts'marketing and ensures its application.