The Research Of Different Marketing Deverices In Small And Medium Sized Commercial Banks Based On The Customer Value

With the opening up of financial markets continuously, China’s banking industry is growing rapidly. The small and medium-sized commercial banks is particularly rapid development momentum. The small and medium-sized commercial banks in asset size products outlets quantity aspects such as service quality has made breakthrough progress. However, with the commercial Banks as the main body status of state-owned In the market and Foreign Banks’ coming, The small and medium-sized commercial bank are pouring into making the fierce competition in the market. The further development of small and medium-sized commercial banks suffered a huge bottleneck. If they want to survive on the margins of society development, they must fully realize their own advantages and disadvantages, and accurate market positioning. The small and medium-sized commercial banks must fully understand the customer value. Therefore, customer value based on the related research of implementing the differentiation of service marketing strategy is the important way of development for the small and medium-sized commercial Banks in China.The article is divided into six parts, The first part is the introduction, including the research background of this article, research significance, and related literature review, etc. The second part mainly introduces the concept of small and medium-sized commercial Banks and the idol to set up, and the marketing present situation carries on the analysis of small and medium-sized commercial Banks and puts forward implementation of differentiated service in the external cause. The third part mainly discusses the small and medium-sized commercial bank customer value evaluation index and its analysis; The fourth part focuses on current internal rating system, Interpretation of the system according to the meaning of the relevant principles and concrete evaluation index, and the index combined with the value evaluation indicators for comparative analysis of small and medium-sized commercial Banks. The fifth part analysis the differentiation of CIB service marketing present situation and causes problems, combined with the internal rating system is not perfect at CIB enhance differentiation of service marketing, and finally put forward some suggestions on service differentiation of small and medium-sized commercial banks affectation. The sixth part is divided into conclusions.