Research On The Key Customer Marketing Strategy Of China Everbright Bank Beijing Branch

The key customers are core resources management factors and important support of the commercial banks, and the development and marketing of the key customers is an important part of the management of Beijing branch of China Everbright Bank. Based on the key customers marketing theory, the paper analyzed management status of key customers deeply,and grasped existing problem of the key customer marketing management, then put forward strategies which can improve the key customer marketing management level. It laid the foundation for the realization of Beijing branch of China Everbright Bank's sustained, stable,healthy development.The paper closely related to the basic situation of the key customer marketing of commercial banks. On the base of reading and combing with a lot of key customers marketing management literature and researches in commercial banks, it chose Beijing branch of China Everbright Bank as the research object, and took the scientific, objective analysis of the current situation and problems of marketing management of Beijing branch of China Everbright Bank as the starting point, combined actual characteristics of key customer marketing of commercial banks closely, and made improving the marketing management level of Beijing branch of China Everbright Bank as the purpose. The paper studied all kinds of strategies of improving the management level of key customers in Beijing branch of China Everbright Bank.Based on profound analysis of advantages and disadvantages of key customers management organization mode of bureaucracy and divisional organization, the paper analyzed Beijing branch of China Everbright Bank existed problems in key customer marketing management such as lack of depth mining of customer data, without the effective support marketing strategy decision, it has not formed a "take the key customers as the center"marketing concept, it is difficult to carry out key customers personalized marketing; the lack of brand awareness, lack of cultural content in key customers marketing process,a single 1 model of key customers product sales, it failed to grasp the customer deep needs. Beijing branch of China Everbright bank can take coutermeasures to improve the key customers management level such as adjusting key customers structures gradually improving the client manager system,establishing a reasonable performance appraisal system,implementation of differentiated marketing strategy and promotion strategy.