Research On Marketing Strategies Of Middle And High-end Customers Of A Branch Of A State-owned Bank Based On Cross-selling

In 2018,the domestic economic growth rate has gradually slowed down,meanwhile,the financial market further opened to foreign capital and the Internet,and traditional state-owned banks were markedly challenged under tremendous pressure.The competitive advantage of traditional state-owned banks lies in long duration and rich customer resources,so they must give full play to the advantage in customer resources to win.With middle-and high-end customers,the most important customer resource,as the research object,based on the branch A of a state-owned bank,and combined with the cross-selling theory,this paper attempted to explore a marketing strategy to win according to the current situation--problem--countermeasure research idea.The study found that in the daily operation process,branch A has some problems in the rules and regulations,human resource allocation,customer construction,marketing environment,and the cross-selling procedure.To fundamentally change the backward situation of branch A in operation,improvement measures for marketing strategies were proposed based on the cross-selling theory,the customer relationship management theory,STP marketing theory and other relevant marketing theories.Meanwhile,in order to ensure the smooth development of the cross-selling of middle-and high-end customers,suggestions on system optimization,personnel cultivation,system construction,supervision enhancement and so on were presented.Competition in the financial market loses ground if not advances.It is difficult for a state-owned bank to shift its development direction.Only by grasping the core competitive advantage of middle-and high-end customers and making full use of cross-selling to conduct countermeasure research,can it survive in the market competition.