Research On Key Account Relationship Management Strategy Of Bank Of China Jining Branch

Since the beginning of the21st century, along with the gradual opening up of Chinese financial markets and the pace of internationalization accelerated of the banking industry, the services of Chinese domestic banking is increasingly competitive, banks are improving the internal management capacity and market services to maintains of existing customers resources, and expanding to new customers. The Key customers are the main source of service revenue and profitability of banks, therefore,The key account management has become a hot area of the banking.This paper based on Service marketing and customer management theory, combined with the practice of customer management in the Bank of China Jining Branch, to investigate the banking sector the theoretical basis by the literature, And to analyze the status of the Key Account Management in the Jining Branch of China Bank and finally puts forward ideas and measures of customer management strategy in the Jining Branch of China BankThis study found that the Jining Branch of China Bank has a longer period of exploration to in key Account management, has accumulated rich experience in customer marketing, but the lack of a sound internal management mechanism, yet the formation of key Account management system, customer relationship management strategy is still insufficient, so, this study improve customer management, organizational structure, optimize the customer relationship management processes and operating mechanisms, and improve customer relationship management incentives to establish the internal security system of customer management. The same time, to puts forward the strategy of customer relationship management, including the right to identify large customers, establish long-term strategic partnership with customers and strengthen the depth of customer relationship management. And besides, this paper took Shantui Engineering Machinery co, LTD as the case, made discussion in the shares Identification and Maintain of Shantui Engineering Machinery co, LTD、Internal management strategy and so on, in order to verify the proposed market strategy for the big customer relationship management.In this paper, the study has important practical significance for further enhancing customer management skills and fostering long-term competitive advantage and enhancing the market competitiveness in the Jining Branch of China Bank, the main conclusions will be useful inspiration to customer management decision in the Jining Branch of China Bank...