Research On Marketing Strategy Optimization Of The Strategic Customers Of A Bank Zhenjiang Branch

At this stage,the competition among commercial banks is becoming increasingly fierce.Strategic customers,as a customer group,have gradually become the most core part of commercial banks' customers,and they are the focus customers of commercial banks in the market competition.At present,the business of commercial banks tends to be seriously homogenized,and the marketing of strategic customers is still dominated by low-cost price competition,relationship marketing and other extensive and traditional means.In order to realize the competitive advantage of strategic customer marketing,commercial banks must optimize the strategy of strategic customer marketing,and provide products that meet the needs of strategic customers and services that meet the needs of strategic customers by combining the actual business situation and characteristics of strategic customers.Therefore,it is necessary for commercial banks to study and analyze the shortcomings of their original marketing strategies,so that they can make targeted improvements in their own marketing and management of strategic customers,so as to increase the optimization of products,the promotion of services,and the professionalism of personnel,so as to achieve more individualization,differentiation and specialization of products and services for strategic customers,and achieve a strategic goal.Customer formation precision marketing.This is the most important task in the current marketing promotion of commercial banks,and it is also a subject worthy of in-depth study.Through combing and studying the literature and theory of marketing and strategic customers,it can be seen that the domestic and foreign experts are mainly theoretical research in this area,lack of case and practical analysis.Based on the case study of Zhenjiang Branch of bank a,a state-owned joint-stock commercial bank,this paper discusses the marketing strategies of the existing strategic customers of bank a,Zhenjiang Branch,combining with my experience in practical work,finds out the shortcomings of the existing strategies,and makes use of 7PS marketing team reasonably.On how to optimize the relevant marketing strategies.In this paper,literature,practical research,SWOT analysis and case study are used to optimize the strategic customer marketing strategy of bank a Zhenjiang Branch.The overall structure of this paper is divided into six chapters: the first chapter is the introduction part,which mainly introduces the starting point and background of this paper,and expounds the significance and ultimate purpose of this research,at the same time,briefly describes the methods and basic research content of the research,and also reviews the domestic and foreign literature.The second chapter is mainly about the related theoretical basis involved in the research process of this paper.In this part,the marketing theory,strategic customer theory and strategic customer marketing theory that will be applied in the future are described.The third chapter introduces the current marketing strategy of strategic customers of bank a Zhenjiang Branch.First,through the study of the current marketing strategy of bank a Zhenjiang Branch,we find its shortcomings and deficiencies,and then through SWOT analysis of the bank's strengths and weaknesses,competition and threats.The fourth chapter is the core part of this paper,that is,combining the actual situation of bank a Zhenjiang Branch in the current strategic customer marketing strategy,using the method of 7PS marketing mix theory,put forward the strategic customer marketing optimization plan for bank a Zhenjiang Branch.The fifth chapter mainly puts forward the guarantee measures of bank a Zhenjiang Branch in the process of strategic customer marketing,and discusses the business guarantee and support measures to better implement the strategic customer marketing needs.The last chapter is the conclusion of this paper and the direction of the next research.The main research conclusions of this paper are as follows: strategic customers can bring considerable revenue and profit to the bank,which is very beneficial to the long-term business development of the bank;there are some problems in the existing marketing strategies of Zhenjiang Branch of bank a;this paper uses 7S marketing mix theory to optimize the marketing strategies of Zhenjiang Branch of bank a;this paper focuses on the strategic customers of Zhenjiang Branch of bank a.The safeguard measures of marketing are discussed from the aspects of perfecting the system construction,optimizing the assessment system and strictly abiding by the bottom line of compliance.The research value of this paper mainly lies in: taking a prefecture level branch of a national joint stock commercial bank as an example,this paper studies the current situation and environment of strategic customer marketing of this bank,analyzes the characteristics and problems of strategic customer marketing of this bank,and on this basis,combined with relevant theories,puts forward the optimization scheme of strategic customer marketing strategy,hoping to provide the bank with similar characteristics of gold.The strategic customer marketing of financial institutions provides some reference.