The Study On Customer Maketing Strategy Of China Citic Bank,Wuhan Branch

In the current financial market environment, commercial banks are facing fiercer competition and more diversified services. China’s commercial banks are also being conducted with rapid and profound changes and innovations. China’s commercial banks and foreign banks are substantially different in many ways. Foreign banks are ahead of domestic commercial banks on marketing theories, concepts and ideas. In terms of marketing practice, China’s commercial banks still have many deficiencies and backwards needed to be correctted and perfectted. To better deal with diversified competitive pressures under new circumstances, attention must be paid to the concept of marketing theory in commercial banks in China and changes of outside market environment as well as customer needs, and constantly enhancing competitive strength. With the data from WH branch of CITIC Bank in China, this paper aims to study customer marketing strategy with the guide of relationship marketing, from the perspective of the research on customer value and overall competitiveness improvement, so as to propose flexible tactics for China’s commercial banks on marketing strategies.This paper firstly describes the research background of customer marketing strategy on domestic commercial banks and explores the meaning of this research and its progress under different backgrounds. At the same time, the significance of customer marketing to our commercial banks are pointed out accordingly from the perspective of relationship marketing. Secondly, this paper analyses the customer marketing strategies of CITIC Bank branch.Furthermore, this paper combines the results of interviews and surveys to deeply analyse the current situations, existing problems and their causes for WH CITIC Bank branch.Finally, this paper provides suggestions for CITIC Bank’s marketing strategy hoping to enhance the competitiveness of commercial banks targeted.Under the ubiquitous competition, customer marketing is key to commercial banks’ marketing system and must be paid adequate attention to. Domestic commercial banks must get a clear understand of the features and nature of current market so as to keep growing under specific situations.