Research On Key Account Marketing Strategy Of Shanghai Pudong Development Bank Branch

China has shifted from a planned economy to a market economy,and the seller's market has also changed to the buyer's market.In this context,with the intensifying of market competition,all walks of life have begun to transform market oriented.As the target of China's economic development,banking industry is facing a severe challenge in the new economy.In the past,China's banking industry has the envy of the world.Now,with the slowdown of economic policy and slow growth of bank profits,the transformation of banks is imperative.Modern banking marketing should focus on customer needs.To meet the financial needs of the customers to the maximum extent,this can promote the sustainable development of the bank.The group of big customers is of strategic importance for the development of today's commercial banks.The largest and most profitable group of customers is the foundation for long-term stable development of banks.As a typical example of large customers,the large customers studied in this article refer to the big customers of the enterprise.Traditional relationship marketing can not adapt to the development of modern banking industry.With the intensification of homogenization competition,the demand of large customers for financial products and services is diversified.Customer demand driven banking innovation and innovation,combined with its own business development goals,so that the banking business can adapt to different customer needs at different times.In this context,the banks should give full,maximize the customer's needs,and cultivate the trust and loyalty of the bank.In this paper,the marketing strategy of large customers in the Bank of Pufa Bank is discussed on the basis of marketing theory,based on the marketing practice of N branch of Pufa Bank.First,in the aspect of marketing theory,7P theory is applied to thoroughly study the marketing of N customers of Pudong Development Bank,which is conducive to promoting bank's service marketing in the new era.Secondly,according to the problems existing in the marketing of large customers,the reasons are analyzed,and then the strategy of improving the marketing of large customers and the safeguard measures are put forward.From the structure,the thesis is divided into six parts.The first part is the introduction.First,it outlines the background and significance of the research.Secondly,it analyzes the research status at home and abroad,and finally elaborates the contents and methods of the thesis.The second part is a summary of the related theories.The third part is the analysis of the current situation and problems of N marketing of Shanghai Pudong Development Bank.First,we analyze the external environment of key account marketing,and then we will dig out the problems existing in the marketing management of large customers of N branch of Pudong Development Bank,and analyze the causes of the problems.The fourth part is the improvement strategy of the large customer marketing of N branch of Pufa Bank.First,we should first segment the target market,accurately locate the market and implement the STP strategy improvement of the bank.Then,according to the 7P theory,we propose the strategy of improving the service marketing of the key customers from the perspective of seven elements of marketing.The fifth part of the N branch of Pufa Bank to improve the marketing strategy of large customers.From the five perspectives of organizational structure,service team,information system,strategic cooperation and corporate culture,this paper discusses the support and support for marketing improvement of N branch of Pudong Development Bank.The sixth part is the conclusion.