Research On Marketing Strategy Of High - End Customer In WH Branch Of Agricultural Bank Of China Limited

With the constant deepentment of China’s financial system reform, China’s financial industry has marched into the new period of development, presented the unprecedented situation. Because the population is very high, the residents’income is on the increase. The high-end customers market is becoming a battleground in the banks. How to improve the state-owned commercial banks in the competition, is the prominent problem of state-owned commercial banks.Agricultural Bank of China as the last one of the state-owned commercial banks, both from the strategic reform of marketing relatively late, the WH branch of ABC as a branch, compared to peers on the marketing knowledge is relatively late, the use of marketing tool for business and management still have many problems, in special for high-end customers in marketing services.The WH branch to be in the cruel market competition, we need to draw lessons from other commercial banks’advanced marketing experience.Firstly, this paper explains the concept and characteristics of the customers and the relevant theories about marketing. Secondly, Through the analysis of SWOT, focusing on the high service in the WH area present situation carries on the discussion, summary the WH branch in high-end customers the advantages and disadvantages of the marketing strategy. According to the result of the analysis of this article, the WH branch to strengthen the innovation of the marketing concept, subdividing customer market, adopting hierarchical service policy, will exist passive marketing methods, through the humanized service high quality, take the initiative to strive for the high-end customers, strengthen the alignment of the product and improve service standards.