Analysis On Comprehensive Contribution Of Commercial Bank Customers

With the further marketization and opening up of China’s financialindustry,foreign financial institutions are rapidly entering the financial market of China,so the domestic banking industry is facing the competition of domestic and foreign market participants at the same time.In order to adapt to the fierce competition trend in the financial market,banks have changed their business philosophy to "market-oriented,customer-centered",further improving the important role of customer market.Therefore,important customers have become the most concerned object of banks,and the competition for high-quality customers has become the key to the competition of major commercial banks.This paper selects Nanjing Branch of Bank of Nanjing as the research object,and makes an empirical analysis on the comprehensive contribution of customers.With the help of the relevant theoretical research,this paper establishes a more reasonable model of customer comprehensive contribution from the financial contribution and non-financial contribution of corporate customers in the bank.This model further subdivides the customer market,classifies the customers,and formulates different marketing strategies for different types of customers,which is conducive to improving the current situation of our bank’s customer management to a certain extent,so as to play a role in improving the comprehensive contribution of bank customers.