Research On Key Customer Marketing Strategy Of H Provincial Branch Of N Bank

Financial industry,as a symbol industry of China's economic construction and development,is an important part of the national economy.Banking industry,as the leader of the financial industry,plays a decisive role in the industry.If banks want to develop,they can't do without good benefits,and key customers are one of the main forces to generate revenue and increase benefits.No matter deposits,loans,intermediary business income,key customers all play a decisive role.With the further deepening of the reform of national economic system,the rapid development of science and technology,the popularization of Internet thinking,the demand of key customers for banking is becoming stronger and stronger,which requires banks to keep pace with the times in the process of marketing and serving key customers,strengthen their own construction,and further enhance product innovation and service capabilities.Only in this way can we occupy a dominant position in the fierce market competition and win more high-quality key customer resources.This paper studies the marketing strategy of N Bank H branch in the face of key customers.Firstly,the internal and external marketing environment of H Branch of N Bank is analyzed to find out the strengths and weaknesses of the internal marketing environment of H Branch,as well as the opportunities and threats in the external marketing environment.On this basis,it is further analysis of H Branch's current target marketing strategy in the major customer market,as well as the status of marketing strategy in the major customer market,and through the questionnaire survey of H Branch's major customer satisfaction,summed up the existing problems of H Branch's current major customer marketing strategy.In view of these problems,this paper puts forward some suggestions on H Branch's future marketing strategy and the safeguard measures for the implementation of the strategy in the major customer market.The research concludes that H Branch currently has the following problems:product innovation,convenience,individualization and differentiation of service,insufficient refinement of pricing strategy,lack of effectiveness of multi-channel marketing,less combination of various promotion methods,need to be strengthened for the construction of public customer manager team,and standardization of some network sites.There are a series of problems such as inadequate degree and irrationality in process management.It is suggested that branch H should strengthen product innovation and promotion,implement scientific and reasonable differential pricing strategy,construct diversified marketing channels,use various ways of promotion,improve the team construction of public customermanagers,improve the level of tangible display from details,and further optimize process management in the major customer market.Measures to improve marketing strategy;and through optimizing the organizational structure of key account department,improving the customer manager control mechanism and strengthening the construction of compliance management system to ensure the implementation of marketing strategy.The research results of this paper are intended to provide theoretical reference for the future marketing practice of key customers of H Provincial Branch of N Bank.At the same time,it is hoped that it can provide some reference for other commercial banks in the marketing of key customers.