Research On Large And Medium Sized Enterprises Customers Marketing Strategy Of Yantai Branch Of H Bank

With the continuous development of Market Economy and gradual deepening of Financial Reform, Chinese Commercial Banks have changed into current buyer’s market from previous seller’s market. Chinese Commercial Banks’ marketing to the Large and medium-sized enterprises faces an increasing intensive competition. It has become a most important development strategy for Chinese Commercial Banks to change the marketing concepts, to innovate and improve the marketing management model to the large and medium-sized enterprises, Which is of great significance for enhancing Chinese Commercial Banks’ s marketing capability to large and medium-sized enterprises and realizing the win-win cooperation between Chinese Commercial Banks and large and medium sized enterprises.Compared to small and micro enterprises, large and medium sized enterprises, the important consumer base of commercial banks, have the features of low risks and steady operation. With the comprehensive deepening reform of Chinese economic society, large and medium sized enterprise keeps to deepen and upgrade its transformation. Currently, it has showed the features of the collectivization of organizational structure, international running’s tendency, multiple demand of financing and financial disintermediation deepening. It has become a common phenomenon that large groups finance to foreign market and large enterprises finance to market, which leading to the increasing of direct financing and decline of indirect financing, such as Banks ‘loans.This thesis analyzes the large and medium sized enterprises’ development trends in recent situation. What’s more,this thesis takes Yantai Branch of H Bank’s marketing to large and medium sized enterprises for an example, analyzing the marketing situation of commercial bank to the large and medium sized enterprises. The author found that there are some problems existed,such as old fashioned marketing concept, single marketing method, low marketing efficiency and poor marketing quality, and etc. Concerning the new requirements of large and medium sized enterprises and the internal and external new environment of commercial banks, the author puts forward marketing strategies to the large and medium sized enterprises. Currently, the traditional marketing model is no longer suitable for the development need of banks’ business, which asks the commercial banks to change their marketing concepts and marketing models. Only Large Assets and Large Liabilities’ marketing concept and marketing model can meet the development requirements of large and medium-sized enterprises. Finally, this thesis takes the yantai branch of H Bank’ssuccessful marketing case to a high quality customer as evidence, further demonstrating the efficiency of new marketing concepts and models.