The Marketing Strategy Research Of A City Commercial Bank's Strategic Customer

From the establishment of the first city commercial bank in China to now,It's have been more than 20 years,City commercial banks play an increasingly important role in the development of local economy.As a regional commercial bank,city commercial bank plays an important role in promoting the local economic development.With the economy entering the new era,the external environment and internal development of city commercial bank are facing changes,and the old development model,Risk characteristics,business structure and other aspects are also correspondingly changing.In order to adapt to the development of the situation and accelerate the process of the transformation of city commercial banks,especially the development of city commercial banks have their own characteristics,which further the needs of city commercial banks' transformation and developmentA bank is a provincial bank,has very strong regional characteristics,the bank's company business accounts large proportion,suitable as A sample of this research,A bank are faced with many problems in the development and accumulated experience,which are universal,through the theory and case research,Stick problem orientation,Get A set of policy systemFirstly,This research get a full review of the concept.Such as "Big customers" "key customer" "key customers "and "strategic customers",add our experience in the real work,We get the "strategic customers "concept of city commercial Banks.Due to the particularity of city commercial Banks,The "strategic customers" concept only applies to city commercial Banks.the concept is as follows:"On the basis of business cooperation with customers,the two sides produce strategic synergy and reach a long-term,mutually beneficial and stable strategic cooperative relationship.The margin of cooperation between the two sides has exceeded the pillar partnership customers at the business level",This is the theoretical value of this researchSecondly,Through the SWOT analysis framework to study the development strategy of A city commercial bank,The research analyze the internal and external development situation.This research believes that although there are certain external threats and internal disadvantages,if we can make full use of external opportunities,use our own resource advantages,and make up the disadvantages in development,the A bank still of great opportunities in the future.Therefore,we should stick to the "growth strategy" and vigorously develop strategic customersFinally,Through the theoretical research and case research methods,This research analyze the problems existing in the development of strategic customers.through the countermeasure research,This research stick to problem oriented.Combination with the 4R marketing theory,Our research get the countermeasure,which has four aspects.The countermeasure is as follow:make the medium and long term strategy plan,multilevel marketing development mode of strategy customer business development,strategy customer relationship management system reform and risk prevention,Respectively.the planning,development model,customer relationship management and risk prevention,corresponds to the 4R marketing theory.The supporting measures have three aspects marketing culture construction,management concept construction and organization construction,which provide support to the marketing strategy.