Research On The Improvement Of Marketing Strategy For Key Customers Of Bank Of China B Branch

In recent years,due to the rapid development of China's economy,a large number of enterprises have grown rapidly,and their demand for financial services is also expanding.At the same time,China's financial industry is also developing rapidly,and the competition among commercial banks is becoming more and more fierce.As a major source of profit for commercial banks,customer resources have become an important competitive factor for commercial banks.In commercial banks,high-quality customers with a large share of assets and high contribution value are defined as key customers.Whether it is the support of debt business or the increase of market share or profit contribution,the role of these key customers is extremely important,so banks provide high-quality services and more favorable products to enhance the loyalty of these key customers and thus maintain a good relationship with customers for a long time.Therefore,studying the marketing strategies of key customers of commercial banks is of great significance for banks to acquire customer resources,improve operational efficiency and enhance their ability to sustain development.Bank of China B Branch has always regarded expanding its market share and developing midto high-end customers as the main goal,and has regarded meeting customer needs as the core work.However,due to the diversified customer demand,the increasing difficulty of marketing,and the increasingly fierce competition in the industry,the author believes that B branch should adjust the marketing work of key customers,actively seek marketing blanks and expand customer breakthroughs,and focus on how to increase Customer,how to carry out customer development and marketing of diversified products in a targeted manner,and it is expected to improve some aspects including existing customers,mining customers,and customer resource reserves.Based on the "service marketing" and 4R marketing theories,this paper studies and summarizes the marketing theories and marketing models of domestic and foreign commercial banks through literature analysis and comparative research.Based on the current situation of Bank of China B branch management,this paper analyzes the marketing work of key customers of B branch by using SWOT analysis and Porter's five-force model analysis method,and it points out the problems of B branch in the business development of key customers' marketing work,employee marketing awareness,internal management system,customer development ability and incentive mechanism.It is recommended that Bank of China B Branch improve in the direction of deposit settlement and consumer finance in the marketing of individual key customers;in the key customer marketing work,we will improve from the cooperation between banks and enterprises,banks and the government.In terms of supporting relevant measures for the development and implementation of key customer marketing strategies,it is necessary to establish standards for civilized and high-quality services,improve internal incentive mechanisms,optimize internal organizational structures,coordinate efficient cooperation between branches,and strengthen risk prevention and control capabilities.