Research On Marketing Management Of Key Customers Of Bank Of China Hunan Branch

In recent years,with the accelerating pace of reform and opening up and the deepening of the complexity of the economic and market environment,the development of banking business has entered a bottleneck period.At present,the competition among the banking industry has shown a rapid upward trend.Under the premise of doing a good job in the maintenance of existing customers,banks are actively exploring new sources.In order to solve the problem of business development,commercial banks have become more and more important in marketing management of key customers.The development of key account business has a direct impact on the bank’s efficiency and market influence.At the same time,key account marketing can help banks establish brand effect.According to the research,although the Bank of China Hunan Branch has done a long-term work in the key account marketing management,according to the development and current situation in recent years,the internal system of the key account marketing management of the bank is still not perfect,and the marketing strategy of the key account relationship management also has some shortcomings.In this regard,this study analyzes from the organizational framework,management process and operation mechanism optimization and performance appraisal constraints.Starting with the marketing management case of Changsha Yuanda Housing Industry Group Co.,Ltd.,this paper points out the shortcomings of the bank’s key customer marketing management,and puts forward the optimization strategy of key customer relationship marketing management,First,implement the "customer-centered" work requirements,and bring the key customer marketing work into the daily performance appraisal;Second,implement the r-p-c key account management mode,break the barriers between departments and form a joint force;Third,we should strengthen the innovation of personalized products for key customers;The fourth is to set up the idea of creating demand;Fifth,establish long-term strategic cooperative relationship;The sixth is to use CRMs system to improve the level of key customer marketing management.This study is of great significance to improve the key customer marketing management level of Bank of China Hunan Branch,and to achieve a breakthrough in the competition of major commercial banks.At the same time,the conclusion of this paper will inspire more thoughts on the key customer marketing management of Bank of China Hunan Branch.