Research On Improving The Comprehensive Contribution Of Big Customers To Changsha Branch Of China Merchants Bank

With the overall further change of economic and financial situation in China,foreign financial institutions gradually enter the market in China, and domestic bankswill face fierce competition. Due to the characteristics of the banking industry, thebenefit of the market for big customers are relatively high, therefore they become oneof the most important assets of banks, and vying for big customer has become thecurrent focus of financial market competition in our country.This article selects Changsha Branch of China Merchants Bank as the researchobject, by adopting the combination of theory and empirical methods to study thecomprehensive contribution of its big customers. Based on the research on bigcustomer management related theory, combined with the status quo of the bigcustomer management of Changsha Branch, the existing problems and the analysis ofmanagement experience, it establishes a scientific and reasonable big customercontribution index evaluation system, respectively from the perspectives of bigcustomer financial and non-financial contribution to the bank. The evaluation systemfurther subdivides big customers market, and the bank treats different types of bigcustomers with different marketing strategy. It is advantageous to the bank to uselimited resources to create the biggest value, and improve the comprehensivecontribution of big customers at the same time. In order to further promoting the bigcustomers comprehensive contribution to bank, it respectively analyzes from fourangles such as the bank credit risk early warning, the safeguard of human resources,information systems security and differential service, and then puts forward solutionsto deal with existing problems in big customer management of the bank, in a certainextent, to improve the present situation of big customer management, to raise the bigcustomers comprehensive contribution to the bank.This article puts forward advices to better promoting comprehensive contributionof big customers to the China Merchants Bank. It is advantageous to the bank toenhance its core competitive ability, to win more big customers with high quality, andto get sustainable development. At the same time, it also provides to other banks withcertain reference value.