Research On High-end Customer’s Precision Marketing To Raise The Competitiveness Of State-owned Banks

With the marketization of China’s economic development, foreign financial institutions have gradually penetrated into all aspects of the national economy; the local commercial banks have strengthened increasingly; joint-stock banks have introduced strategic investors; state-owned banks have continuously improved their service; internet financial has been popular. With increasingly fierce competition in the financial field, the banks are competing for the precious "national savings". Banks are no longer alone interest earnings, but have thought to seek long-term strategy. As the aorta of the financial system and the core of economic development in China, it will be an important topic for state-owned commercial banks how to seize the opportunity of financial system reform, meticulous service, innovative products, extend the industrial chain and enhance competitiveness. In the financial sector in China, the 80-20 rule is reflected incisively and vividly. About 20% of high-income earners hold the 60% to 70% of bank deposits, about 70% of government bonds, around 70% of the stock assets, and a large part of foreign exchange deposit. That 20% of high-end customers make more than 80% of the profits for our country the big four banks. This paper has researched the state-owned banks competitiveness based on high-end customer precision marketing.WIth precision marketing and commercial bank competitiveness study is becoming more and more and more mature, but the vast majority of studies are independent study, few scholars will link the two, even though some studies attempt to link the two, simply involved, no in-depth analysis of the two relations, there is no in-depth theoretical and empirical research, this paper tries to from the point view of high accurate customer marketing of preliminary exploration and research in this field.The article has firstly analyzed related theories and concepts; second, analyzed the current situation of state-owned banks competitiveness from a strategic perspective; and then illustrated the necessity of state-owned banks’ high-end customer precision marketing and the SWOT analysis; and made the empirical analysis of the relationship between high-end customer precision marketing and enhancing the competitiveness of commercial banks, the results shows that the commercial bank high-end customer precision marketing has positive influence on big customer satisfaction and high-end customer precision marketing can be more accurately fit big customers psychological and financial needs, and bring big customer superiority and satisfaction, and makes the actual treatment of customers significantly higher than the expected benefits promoting the big customer for the satisfaction of commercial banks, customer satisfaction for the customer to choose and loyalty has a positive effect, customers choose positively impact to enhance the competitiveness of commercial banks; finally, combined with practical problems, paper has made the suggestion about high-end customer precision marketing, so as to promote the competitiveness of the commercial banks.This paper is based on the study of bank customer maintenance and marketing, make bank customers become higher loyalty groups, and improve the competitiveness of commercial banks. This is not only the need to improve the internal competitiveness of domestic commercial banks, it is also the necessary for the commercial banks of our country "going out".