Research On The Differentiated Marketing Strategy Of Cooperate Banking Of G Bank’s Big Customers

In recent years,China’s banking supervision has been greatly improved.Under the condition of limited resources,the competition pressure between commercial banks has been increasing.Customer resources have become the main competition of major banks.As one of the main core sources of the development and expansion of commercial banks,cooperate business has become an important means for major banks to seize resources and gain competitive advantages.In the process of banking innovation and development to the cooperate business,the importance of marketing is self-evident.Therefore,it is of great significance to study the differential marketing strategy of the G bank’s big customers to the cooperate business,and to develop the commercial banks’ innovative development and attract the high quality resources.Though G bank has carried out many marketing strategies in the development of big customers to cooperate business,it is relatively ineffective.The differentiated marketing strategy of each business segment is not perfect,especially in the aspect of cooperate business for big customers.Therefore,this paper adopts the method of literature analysis,comparative analysis and case analysis to find out the problems of differentiated marketing strategy of G bank’s large customers,and puts forward the improvement suggestions on seven problems,and hope that through this study to promote the development of G bank,also provide experience to other banks.In particular,the research of this paper can be divided into six parts:The first chapter mainly introduces the background of the thesis,the significance of the topic,the innovation point,the research content and the research method.The second chapter defines the concept of marketing,combs the development history of marketing,reviews systematically the related theories,and combs the viewpoints of related literatures,and makes some comments and summaries.The third chapter is the analysis of the external environment.PEST analysis is conducted on the external macro environment of G bank.Based on the introduction of the basic situation of G bank,the competitiveness of G bank’s major customers in the same field is also studied.The fourth chapter focuses on the internal problem analysis.Combined with 7P theory,this paper digs out the seven problems of differentiated marketing strategies of G bank’s big customers,such as products,prices,marketing,channels,personnel,visible display and service process,so as to provide a basis for further analysis.The fifth chapter is to solve the problem.In view of the seven problems existing in the different marketing strategies of the G bank’s big customers,this paper puts forward some suggestions for improvement.The sixth chapter is the conclusion.On the basis of the conclusion of the case analysis,the bank’s prospects for the development of the cooperate banking are put forward.