Commercial Banks Focus On Customer Marketing Management Research

The subject of this paper is the marketing management mode of important clients (MMMIC) in commercial banks. The content includes the theoretical and applicable research of MMMIC, as well as the practical research on the MMMIC of the state-owned commercial banks in China.The MMMIC is a creativity in management mechanism and management system carried out by commercial banks to meet the multiple financial service demand of important client groups and to enhance the market competitiveness and ability to make profit, ensuring that a clear, stable and long-term corresponding relationship is set up in the aspects of management mechanism and management system, personnel arrangement and service contents. This kind of marketing mode embodies client-oriented relationship between banks and enterprises in commercial banks, and realizes the shift from trade mode to relation mode of bank-enterprise relation in the system and management.This paper, using the meaning and composing of MMMIC as the contents, the efficiency as the principle, discusses the general theory, operation mechanism, implementation process of the MMMIC, trying to propose a countermeasure to implement the MMMIC, as well as provide helpful reference for state-owned commercial banks to institute their marketing management mode.