Dissertation > Economic > Economic planning and management > Enterprise economy > Enterprise Marketing Management

Research on Marketing Management Innovation of Xi’an Branch of X Bank’s Key Enterprise Customers

Author YuXiaoQiang
Tutor ZhaoShouGuo; DuLiPing
School Northwestern University
Course Business Administration
Keywords Bank Kay Enterprise Customer Marketing Management InnovativeResearch
CLC F274
Type Master's thesis
Year 2012
Downloads 263
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The honeymoon for Chinese banks, when they could just wait for clients to knock on their doors to ask about their products, has long gone. Product-oriented business model is history. It is time to adapt sale-oriented and client-oriented business model. In order to achieve bank’s sustainable development and profitability, modern banking marketing requires banks to plan and implement financial services pricing, promotion and distribution tailored for customers ’financial needs’.For commercial banks, key enterprise customers are considered to be strategically significant in building the foundation for the bank’s long-term stable development. More specifically, it refers to those from who the bank can generate high income and high efficiency. They are the main source of bank’s profit.The competition for key enterprise customers have intensified within banking section. The key enterprise customers have higher expectation to the products and services provided to them.’Relationship marketing’alone cannot sustain long term relationship between enterprises and banks. Instead, relationship marketing should only lead banks to their clients. Banks should follow up with quality products and services.The marketing approaches must be changed, from the individual marketing to the overall marketing; meanwhile, decentralized marketing should be replaced by the centralized marketing in order to take the advantages of team marketing. X Bank Xi’an Branch is a small to medium-sized joint-stock commercial banks. It cannot compete against the state-owned commercial banks in terms of capital capacity, size, branch network, human resources, etc.The bank has won some market share in the mainstream economy locally, However, the scale of business cooperation, depth of vertical and horizontal cooperation, earning, as well as customer loyalty are all under pressure from competition from the state-owned banks.Base on the characteristics of the region’s economic environment, combined with the author’s work experiences at X Bank Xi’an branch, this article analyzes the high return from the key enterprise customers of banks. On the other hand, based on the problems and difficulties which have been encountered during X Bank Xi’an branch of clients marketing, the article researches, explores the appropriate marketing strategies to establish the key enterprise customers marketing management support systems. It also discusses how the system of key enterprise customers marketing can be improved in order to strengthen big clients marketing and seek greater development in the competitive environment of financial market.

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