Improvement And Promotion Of AA Commercial Bank's Database Marketing Strategy

Since the reform of the commercial banks in our country is becoming even clearer and deeper,the development of commercial bank systems the bank in our country has to improve itself and transform from extensive over-managed development to a more delicate and complete development.The credit spread and the multiplier effect will be difficultly the source of profit of the commercial banks.The traditional profit making mode is facing a hard challenge,getting a very strong impact from many new booming micro-finance companies,mobile finance and shadow banks.Take AA commercial bank as example,the profit mode such as intermediary business and loans suffered varying degress of impact.The data of every year manifest,those traditional services which bring benefit for AA commercial bank have occurred decline trend,and they can not achieve profit target translations for long-term.Therefore,we have to excavate growth point of profit,improve the marketing effectiveness to accomplish profitability objective.This is the actual background,and AA bank in our country is looking for an innovative marketing strategy which is different form the tradition,and try to take a vantage point in the future financial market.We take in consideration that the AA commercial bank accumulate a very immense quantity of financial data and client information.These data are the significant suggestion to project marketing efficiency of new financial product and to prospect for potential clients.This massive customer database of AA bank and its innovative management can analyse efficiently the habit of customers and discover precisely the need of them catching the trend of the market.The thesis takes the database marketing of AA commercial bank as object of study,analyzes the advantages,disadvantages,opportunities,and threat of carrying out the database marketing by using SWOT analysis,declares this is the reason that the calling database marketing becomes an efficient and necessary way for the ulterior development.For safeguarding the technological base of carrying out the databse marketing by building enterprice-level data warehouse,ensuring the data quality,increasing the data application,attaching importance to the data security.The thesis takes several examples from some applicative databases of different filiales of AA commercial bank to explain the importance and meaning of database marketing during the transition of reform in the bank system in our country.by means of the implementation effect in prospecting for potential clients,persuading clients to stay,accurating marketing the financial products,managingcustomer risks of credit and loan,to illustrate the validity of carrying out the database marketing in AA commercial bank.