Study On The Expansion Program Of Corporate Customers In Bank Of China Gansu Branch

Finance is the core of modern economy, the banking industry is one of the important pillars of the financial field. Since the founding of the People’s Republic of China, along with the rapid development of China’s national economy, especially since the reform and opening up, China’s commercial banks as the main body of the modern financial industry to play a positive role to promote fast operation of the national economy,improving people’s livelihood. In2012, thereform of China’s banking institutions steady progress. Adhere to serve the basic orientation of the real economy, accelerate the transformation of development mode, further deepen structural reforms, showed a welcome change in terms of corporate governance, organizational structure, and process reengineering. As of the end of June2012, the balance of the total assets of China’s banking institutions to124.56trillion yuan, a year-on-year growth of19.6%, total liabilities amounted to1.1664million yuan, a year-on-year growth of19.3%, and overall stable and healthy development momentum.Into the21st century, with the growing interest rate market, interbank competition presents intense. From Gansu province alone, since2007, the pattern of banking financial institutions took place a big change to the state-owned banks, joint-stock banks, as well as local commercial banks, in addition to the original four commercial banks to expand. Intra-industry competition intensifies, original four commercial banks to expand, originally scarce client resources to become the focal point of banks. Combined with commercial banks reform step by step, in order to adapt to this competition, the commercial banks to change the service concept, from an emphasis on "we take the initiative or product-oriented" to "customer oriented" transformation. For their own business development and occupy more market share or retaih a certain amount of customer resources for the development of the commerciall banks is particularly important. However, under the premise of increasing homogenization of financial products, how to improve customer service means, innovative customer service program, in order to enhance the competitiveness, which is the problem in dire need of studing. This paper studies the carrier behavior of the Bank of China Gansu Branch, by the analysis of the status customers expand in Bank of China Gansu Branch, and combining commercial banking customers to expand the theory, come to the expansion of the Bank of China Gansu Branch customers must take the innovation, modular route. In this paper the actual case, is proposed:A branch company customers experience the full product line of the company’s financial services program for the actual needs of specifie customer, and financial services progeam."Followed by a detailed service program, as well as customer service program for the actual needs of specific customer, and finally for the promotion of this new service program affordable elaboration and evaluation, come "full the line companies financial services program," is the conclusion fo the promotion and application of the Bank of China branches within its jurisdiction in Gansu Province.