Customer Base Marketing Strategy Of Bank Of China, Gansu Branch

With the influx of foreign banks, competition in the domestic banking sector has been heating up, how to seize the market and make plans, how to maintain and expand market share in an increasingly competitive situation, how to establish long-term stable cooperative relations with customers, how to increase customer loyalty, and how to reduce the quality loss of customers, as banks must carefully study. Bank of China, Gansu Branch had experienced great changes from the specialized banks to the joint-stock commercial bank. The branch has many problems in the company customers such as:marketing awareness is not strong; marketing quality need to be improved; ignore the target market positioning; lack of marketing management control and other issues.This paper is divided into six parts. For the current situation of Customer Marketing Group and problems of Bank of China, Gansu Branch, by the in-depth analyzing of internal and external marketing environment, the article proposes customer base marketing strategy based on4C theory, and finds the measures to stabilize the old customers, attract new customers and to the specific measures to ensure the industry’s competitive advantage. In the course of the research, the use of management, finance, organizational behavior, statistics and other disciplines of knowledge theory, using both theoretical and empirical analysis of the way, problems in the study of qualitative and quantitative analysis to combination of methods. The paper employs basic knowledge of the Management, Finance, Organizational Behavior and Statistics, pays equal attention to methods of theoretical research and empirical analysis and combines the qualitative analysis and quantitative analysis on specific problems in particular.