The Research Of Commercial Banks Corporate Clients' Marketing System Construction In China

With a nearly twenty-year development,commercial banks in China have been formed their own corporate client marketing system through their continuous exploration,and can provide satisfied products and services for customers.However,with the turbulent development of the global economic situation,the Internet Finance is constantly devouring the business share of traditional commercial bank and also makes the competition more and more intense.Due to the rapid development of the diversified demand for customers,the traditional corporate client marketing system has been out of date.And the traditional commercial banks still have many shortages,such as marketing system positioning,discovering potential value of customers,taking the customers as the center,improving efficiency of the internal process.Especially for the marketing service,the corporate client is not a patch on the individual customers.However,the corporate business is the pillar business of commercial banks,its scale effect and development direction have a decisive influence on the development of commercial banks.Therefore,it is imperative to promote the transformation of the corporate clients marketing system in order to adapt to the development of the market economy.This paper takes the ABC S branch as the research object,combining with the theoretical research of scholars.Through analyzing the present situation of the corporate client marketing system and the problems existing in the ABC S branch,this paper summarizes the strategies of improving the corporate client marketing system and comes up with some immature suggestions and measures,hoping to provide some certain reference value for the development of the domestic commercial banks.First of all,the paper analyzes the background and significance of the research,and then summarizes the ralated literatures about marketing,commercial bank marketing and corporate client marketing of commercial banks.It lays a theoretical foundation of the research for the next step.Secondly,the paper analyzes the status quo of commercial banks corporate clients'marketing system.The contents of the analysis includes the status of commercial banks clients' marketing system in China,summary of the normal problems,such as the alike products,the challenge from Internet financial and the outbreak of the credit risk.In view of the above problems,the causes of formation are analyzed.Thirdly,the paper takes the ABC S branch as an example to analyse the current situation of the corporate client marketing.Many problems which may affect the development of the Corporate Banking business are summarized,including the unreliable customer foundation,the unclear department duties and product positioning,the improper assessment incentives and the weak marketing team.According to the existing problems,a series of measures and suggestions are put forward combined with the practical situation.Finally,this paper summarizes the research on the commercial bank corporate clients'marketing system.The author believes that only by improving the corporate client marketing system constantly,can the commercial banks adapt to the market development,meet the customer demand and achieve the growth of profit ultimately.There are two ways to improve the corporate client marketing system of commercial bank.On the external side,the customer base should be consolidated,the marketing mode should be improved,the product innovation and Internet financial should be set up.As for the internal mechanism construction aspect,the commercial banks must strengthen the construction of the customer manager team,break the restriction between departments and guide the assessment incentives by the profit growth.