Case Analysis On Key Customers Management Organization Pattern Of China Citic Bank Z Branch

With China's financial system reform of all-round going on, the protection over Chinese domestic financial enterprises has been removed after China's entry into WTO, and the Chinese commercial banks is undergoing profound changes on their market structure. Meanwhile, with china's state-owned banks'successful restructuring on their capital structure and being listed on the capital market, more and more capable foreign banks swarmed into China, the extent of openness and marketization of china's banking system has been greatly enhanced. The situation of traditional market segmentation and local monopolization has been thoroughly transformed into fierce competition in current China's domestic banking market. Chinese commercial banks gradually realized the importance of key customers resources, then the commercial banks changed focus of competition to the key customers. Under this circumstance, one of the most crucial issues in dire need of resolving is how the banks to constitute their key customers management strategy, to cultivate their predominance in competition, and further to form gradually their own core competitiveness ability, according to their own characteristics and the market changes.The theme of this paper is mainly about the pattern of organization on the key customers of China's commercial banks. As the study object, the key customers management pattern of China Citic Bank Z branch is analyzed in this paper. Firstly, this paper discussed the development of key customers management in commercial banks at home and abroad, analyzed the relative theory of key customers management, including relationship marketing and customer relationship management. The application of"pareto rules"in key customers management was discussed high-lightly. Also this paper discussed theoretical foundation of using key customers management in commercial banks,identification model and technical support of key customers management. Then two main models of key customers management in China's commercial banks are specially discussed and analyzed: hierarchy model and divisionalization model. This paper analyzed and compared the advantages and disadvantages of the models above mentioned. The author believed that the organization pattern only was means and facilities for the commercial banks to manage their key customers and to achieve profit maximization. China's commercial banks should choose suitable organization pattern for key customers management, according to their characteristics and customer location and development planning. The author hopes to help China's commercial banks treat the hot reformation of divisionalization model in China accurately.This paper combined theory with practice, by analyzing the key customers management in China Citic Bank Z branch. The author started with the development background and market environment of China Citic Bank Z branch, then analyzed and evaluated the implementation effect of key customers management of the bank. By analyzing the cases, this paper illustrated how the Small and medium-sized commercial banks to choose suitable organization pattern for key customers management and to manage their key customers in the new conditions, and also introduced some principles for improving. The author hopes to provide some practical advertisement for the developing Small and medium-sized commercial banks to manage their key customers.