Research On Marketing Strategy In A Bank Sichuan Branch On Customs Value Management

China is now in a time of economic upheaval, due to the influence of the global economic and financial crisis, as well as the economic restructuring. Such a slowdown would make the competition between commercial banks more and more intensive. For State-owned commercial banks, it is a pressing need to introduce the up-to-date management and cutting-edge technologies. In such case, Corporation Banking, as one of the major profit growth point, is crucial in the competition. It is therefore vital to reshape the customer structure and improve financial service for sustaining and enhancing the market share and profit rate. This study makes detailed analysis on properties of business customers which would facilitate designing specific service for customers. The outcome of this study could make the bank more competitive and increase economic profit.Firstly, by literature mining, I illustrated the theories about customer value management, customer segmentation and reviewed the associated studies in those area. Secondly, by taking Si Chuan Branch of A Bank in China as an example, I made detailed analysis on the customer properties and structure, especially lack of competitiveness, slowdown of growth rate, insufficient derivation of assets. Thirdly, on basis of the actual situation of A Bank, I made attempt to construct a novel customer estimation model and applied it into some customer samples, According to 2 dimensions, I separated samples into 4 categories: high value customer, high potential customer sub-value customer low value customer. Finally, by combining the output of our model and the actual situation of A Bank, I proposed new marketing and cooperation strategies.The innovative points of this article are: 1.By assigning customers into well-defined categories, customer of high value could be accurately and efficiently detected. 2. Specific service could be designed for different customers. Studies in this paper facilitate the optimal distribution of limited resource, which could direct the source to higher value customer and increasing the bank profit.