Small And Medium Commercial Bank Big Customer Marketing Strategy Analysis

For most countries, medium and small commercial bank is an important part of finance. In recent years, the medium and small commercial bank of China has got flourishing development, and plays a positive role with the economic growth and development of financial circles. However, the medium and small commercial bank of China still faces the enormous market pressure:four major state-run banks dominating the market, numerous financial institutions fighting for sharing the financial market, and powerful challenge of the overseas banks.With the development of financial market, the characteristic of buyer’s market, which is dominated by customers, is more and more obvious in China. Therefore, the results of marketing decide the level of profit and development of the medium and small commercial bank. Meanwhile, the key account has a pivotal influence on the development of the medium and small commercial bank, so the key accounts gradually become the competition focus among the medium and small commercial banks. Under the changing financial environment, the medium and small commercial bank needs valid marketing strategies to enhance key account marketing competence, which are according to the self-characteristics of these banks. That is a useful way which can assure and maintain the core competence of the medium and small commercial bank. Thus, analyzing the strategies of key account marketing in the medium and small commercial bank has important practical and reference significance.Based on the theory of key account marketing and according to the characteristics of the medium and small commercial bank, this paper regards the key account marketing strategies in the medium and small commercial as the research object. Therefore, it analyzes the marketing characteristics and circumstances for key account of the medium and small commercial bank and then discusses the key account marketing strategies in the medium and small commercial bank. Meanwhile, CMBC bank is China’s representative commercial bank, its development is overwhelming. So CMBC bank is chosen as an example in this research.There are five chapters in this paper. First of all, it describes the challenges and the significant of the key account for the medium and small commercial, which is making a bed for this paper. Secondly, the key account theory and ordinary methods are introduced in this paper, which is providing analysis tools for this paper. In the third chapter, according to the current situation and characteristics of the medium and small commercial bank, it analyzes the marketing environment. Then, it studies the characteristics of key account and discusses how to choose the marketing positioning and strategy. Finally, it takes CMBC as an example to discuss suggestions of the key account marketing strategy question of the medium and small commercial bank.The contributes of this paper are mainly about analyzing the marketing environment and characteristics of the medium and small commercial bank in detail. And also, we discuss comprehensive the marketing positioning for key account marketing of the medium and small commercial bank. Finally, we give some suggestions of key account marketing strategies for the medium and small commercial bank, which may help the medium and small commercial bank select the marketing strategies of key account marketing.