Research On Integrated Financial Services Strategy For Key Customers Of CITIC Bank Lanzhou Branch

Since the reform and opening up,in the development process of commercial banks,major customers have act as an extremely important role and preformed very important function.The financial services,related to major customers,are the key to the development and profitability of commercial banks.With the integration and development of the capital market,the continuous improvement and progress of the company’s own management,the demand for financial services by major customers has increased,and new requirements have been put forward for commercial banks.By Facing this challenge,commercial banks are constantly developing and innovating to meet the increasingly diverse and high-level financial services needs of enterprises.The development of the banking industry and the major customers must keep deepen cooperation to promote the healthy and rapid development of various business of commercial banks.Therefore,the paper focused on the three key issues of CITIC Lanzhou’s as the behavioral research object,relying on literature research method,questionnaire survey method and normative analysis method.Firstly,diagnosed and analyzed the comprehensive financial service environment,current situation and existing problems of the major customers of CITIC Lanzhou Branch.Secondly,explored the comprehensive financial service needs of major customers of CITIC Lanzhou Branch,and determined the management focus,service content and service strategy for improving related services.Thirdly,scientifically planned and implemented the comprehensive financial service strategy for major customers of CITIC Lanzhou Branch.The research content of the thesis included seven chapters.First,built the theoretical basis and research framework of the paper based on reading and collating the literature.Secondly,through the analysis of the environment and current situation of the comprehensive financial services of major customers of CITIC Lanzhou Branch,the current situation and existing problems of the comprehensive financialservices of CITIC Lanzhou Branch’s major clients were summarized.Then,based on field research,the characteristics and content of the comprehensive financial services needs of major customers were explored by means of standardized questionnaire survey methods.Next,guided by theoretical research,and combined with the actual work of CITIC Lanzhou Branch,the comprehensive financial service strategy of CITIC Lanzhou Branch’s major clients was proposed four aspects,including integrated financial service product strategy,platform technology strategy,customer relationship management strategy and internal operation management strategy.Finally,put forward a series of measures to ensure the implementation of the integrated financial services strategy for major customers.The research of the thesis has important theoretical and practical significance.First of all,currently most of the research on major clients were focused on financial marketing strategies for major clients in developed regions.From the level of comprehensive financial service needs,there are relatively few studies on major customers in underdeveloped regions.Therefore,the research of the thesis enriched the research on the comprehensive financial aspects of the existing major clients,which has certain theoretical significance.Secondly,among the financial institutions in Lanzhou,the four major state-owned banks have absolute dominance.And the market share of the four major state-owned banks in Lanzhou area is far higher than the eastern coastal area which makes other small and medium banks have smaller market share.In the end,only in the case of major customers,it is an important part of the development of small and medium-sized commercial banks to retain the original big customers and develop new big customers.The research in this paper had a certain guiding role for Lanzhou Branch in the strategy of major clients,and it also had certain reference significance for other underdeveloped regions.