Research On Key Customer Marketing Strategy Of Jiangxi Branch Of China Construction Bank

Since China joined the WTO in 2001,the economic development has been keeping a rapid growth momentum,and the pace of economic integration and globalization has been accelerated.Especially,our socialist market economy system tends to be mature and perfect,and the complete market economy status is strongly guaranteed.Under the situation of win-win situation between China and the world,China's economic and social reform needs to be further deepened.As an important part of the financial system,banking industry is facing a very serious situation and challenges.With the development of market economy,banking industry has changed from seller's market to buyer's market dominated by customers.Major banks have implemented customer segmentation and targeted marketing strategies in order to maximize the marketing effect.Especially in dealing with Key customers,all banks put the marketing work of this group in the first place in the bank marketing activities,and also become the key target of competition among banks.The reason why Key customer marketing has become the focus of marketing work of major banks is that it is influenced by the "28 law",that is,the number of Key customers in the bank accounts for 20% of the total but produces 80% of the business contribution.As the key target of bank marketing,the marketing of key customers is closely related to the overall effect of bank marketing,and also to a certain extent affects the building of bank market competitiveness.However,compared with foreign banking institutions,the marketing of key customers in domestic banks is still in the primary stage of development,which needs to be further promoted in both theoretical research and practical experience.At present,banks should deepen customer segmentation,gradually improve and optimize the marketing strategy of key customers,and enhance the accuracy of key customers' marketing by providing differentiated marketing services.From the perspective of modern marketing,this paper takes Jiangxi Bank of China Construction Bank as an example,introduces the concept of customer relationship management and applies it to the marketing of Jiangxi Branch of China Construction Bank,and further explores the specific countermeasures of bank's key customer marketing.This paper is structurally divided into seven parts.The first part is the introduction.The second part is a review of relevant theories.The third part,based on the general situation of Jiangxi Branch of China Construction Bank,analyses the current situation and problems of bank key customers' marketing.The fourth part is the analysis of the reasons for the marketing problems of key customers in Jiangxi Branch of China Construction Bank,including the reasons of organizational structure adjustment,serviceconcept,key customers' personal needs and product innovation ability.The fifth part is based on the analysis of the bank's current business situation,marketing problems and internal and external market environment,and puts forward the improvement strategy of marketing management for key customers.The sixth part is about the safeguard measures for improving the marketing strategy of key customers,providing safeguard measures and building support system for the marketing of key customers.The seventh part is conclusion and prospect.