The Research Of Commercial Bank’s Marketing Strategy Based On Three-Chain Segmentation

People begin to demand higher requirements on banks’sevice diversity alone with the progress of society, the development of economy, the increasement of residents’ wealth and the change of value and lifestyle. It’s essential for banks to gradually change marketing from product-orientation to customer-orientation, from product-selling orientation to customer-demand orientation. Therefore, It’s also necessary for banks to research marketing strategy systematacially to achieve customer loyalty and improvement of core competitiveness from customers’point of view, base on industrial environment, segments of market and product portfolio.This paper is focus on the marketing of commercial banks, researches banks’ marketing strategy and expounds its’ main contents from the aspects of industry chain, product chain and customer chain according to theories of market segmentation, industrial chain, marketing tactics, with the study of characteristics of Shandong regional industry and commercial banks’ product chain and customer chain respectively. In addition, the methods, procedures and mechanism construction during implementation of banks’ marketing strategies are also discussed in this paper. Finally, this paper also analyzes banks’ marketing strategy by way of case study to strengthen the practicality and operationality.Banks’ marketing strategy based on industry chain, product chain and customer chain maily extends service fields and projects, explores costomers and business in groups, by relying on key customer with three chains. In the marketing strategy, customers’ cultivation is the key content, customers’ lifetime value is the standard of measuring marketing effect, and service culture runs through the whole process of marketing. This marketing strategy is beyond the level of competition between banks, and begins to competes with customers which meeting customers’ needs and exceeding customers’ expectation become the keys to measure banks’ core competitiveness, and provides appropriate products and services for customers’ needs. It’s also beneficial for banks to cut marketing costs and maximize customers’ loyalty and contribution.In practice, commercial banks’ marketing strategy based on industry chain, product chain and customer chain needs to improve the organization model, integrate resources, optimize process design, subdivide customers accurately, predict customers’ demands, and make profits by effective communication and risk control. It is a systematic project for commercial banks. In theory, the marketing strategy refers to comprehensive research fields such as marketing, industrial economy, enterprise management, finance. It’s neither marketing issue nor financial issue only, but the combination of financial institutions’ management model, strategy choice, marketing tactics in background of institutional change.This paper contains seven chapters. The chapter1describes the situation of bank marketing strategy at present, proposes the research question, and discusses the research significance and innovations; The chapter2refers to related literature review, definites point and provides theory foundation for research; The chapter3analyses the characteristics of industry chain, product chain and customer chain from banks’ point of view; The chapter4introduces the contents of banks’ marketing strategy based on industry chain, product chain and customer chain; The chapter5explains the methods and procedures of banks’ marketing strategy with the combination of case study, such as customers’ analysis, marketing planning, implementation of plan and regular feedback; The chapter6definites supporting measures during implementation of marketing strategy such as process reengineering, optimization of organization structure, construction of company culture, enhancement of human resources, perfection of assessmen system; The chapter7draws conclusions, summarizes the meanings of commercial banks’marketing strategy based on industry chain, product chain and customer chain on aspects of operation idea, customer value, service culture, and points out the defects of paper.