Research On Institutional Customer Relationship Management Of Agricultural Bank Of China (Jiujiang)

Since 90 s,China's banking industry has become increasingly competitive.Competition among commercial banks is becoming increasingly prominent.In the competition of commercial banks,competing for customers has become an important goal in the competition of commercial banks,especially institutional customers have become the most important resources for commercial banks in the competition.In banking,no longer who has more customers,who has an advantage,now who has more institutional customers,the more competitive the more benefits.Commercial banks have more customers,can obtain more high-quality resources,stable sources of funds,can lay a good foundation for the further development of the bank.In recent years,the management concept of Jiujiang Agricultural Bank has changed greatly.From the past to the present,from the customer point of view,customer demand-centered,market-oriented,no longer a single pursuit of short-term profits,but to establish a "user-centered,market-oriented" business philosophy,customer groups are subdivided,through subdivision more accurately grasp customers Different requirements to better serve customers.Institutional customers are customers with high customer value found in the subdivision of Jiujiang Agricultural Bank,and are an important part of the bank's high-quality customers.Jiujiang Agricultural Bank through in-depth analysis of such high-value institutional customers,develop marketing strategies for such high-value institutional customers,can more effectively retain high-value institutional customers.Jiujiang Agricultural Bank through the precise analysis of institutional customers,the use of effective customer marketing means,adjust its customer structure,subdivide its institutional customers,Jiujiang Agricultural Bank to create higher customer value,to obtain more benefits.Based on the analysis of the content and characteristics of the financial needs of institutional customers and the status quo of Jiujiang Agricultural Bank's management of institutional customers,this paper probes into the problems existing in the marketing management of high-value customers in Jiujiang Branch of Agricultural Bank of China by using market segmentation theory,customer relationship management strategy and institutional customer classification theory.On the one hand,to formulate more accurate marketing strategies for institutional customers for the Agricultural Bank of China to improve the competitiveness of Jiujiang Agricultural Bank;on the other hand,through understanding the actual needs of institutional customers,accurately grasp the dynamic changes of institutional customer needs,rationally adjust the design of the bank's products,to provide comprehensive financial services for institutional customers.Service.According to the different needs of institutional customers,we should constantly provide corresponding personalized services,develop personalized products,improve customer value,and maintain institutional customer relationship.