Research On Optimization Of Customer Marketing Strategy Of ZX Bank Qingdao Branch

Nearly ten years,our country banking assets,profits and other indicators of high-speed growth,non-performing loans dropped year by year,steady fast development trend.At present,China’s economic development has entered a new normal,to adapt to the economic operation condition and the adjustment of macroeconomic policies,since 2017,banking industry to accelerate the regulation reform,the information technology the new rules,the measures for the management of entrusted loans and a series of new rules came into being.As the banking industry to leverage,return to the origin,service speed up the pace of the real economy,rely on deposit,loan,and leverage the rapid expansion of marketing,scale and profit pattern to be changed.Joint-stock business area branch is neither the size of the absolute superiority,also lack regional government support.Taking ZX bank Qingdao branch as an example,analyzed the experience of the customer marketing strategy,analyzing the scale and risk selection and marketing strategy,customer problems,put forward countermeasures and Suggestions of marketing strategy optimization.Study found that since 2017 as regional protection of bank’s operation,and the regional branches appear more and more problems in the operation,such as scale development encountered bottleneck,defective rate with the economic downturn,rising quickly,the customer management localization fuzzy,execution efficiency is low.Regional branches have greater autonomy for customer management,marketing,incentive policy and the branch management,how to make good use of autonomy to improve and enhance customer business is directly related to the regional branch of the future development.In optimizing customer marketing,it is suggested that regional joint-stock commercial bank branch to take the following strategies:It is through the accurate market segmentation,to provide differentiated services;The second is the customer as the center of system management,marketing strategy,and characteristics of product innovation,strengthen the service marketing,build the core competitiveness,build customer loyalty and brand advantage;it is through the establishment of long-term talent incentive policy,improve the cultivation of talents introduction mechanism,make the regional branches to form and maintain the advantage of human resources;Four is to improve the network marketing,to create a powerful online sales and service platform;Fifth,increase investment in product research and development,the promotion product competitive power;Six is ready to risk control,the realization of the compliance management.