The Research On Key Clients Marketing Strategy Of China Guangfa Bank,Changsha Branch

The competition among banks is increasingly fierce in Hunan Pro vince,and key client marketing field has become banks the main battlefield of competition.In the situation that increasing competition and intensifying supervision,China Guangfa Bank Changsha Branch must make scientific key client marketing strategies in order to seize market share,improve quantity of profits,build brand image and elevate the core competence.This paper takes China Guangfa Bank Changsha Branch as the research object to study,then make strategies of key clients for it.Firstly of studying and exploring relevant theories and literatures,then the paper analyzes internal and external marketing environment,and adopt SWOT match form by strategy,and it finds out optimum strategies,base on writer’s daily work and past experience.Seconding,under the premise of analyzing client requirements,this paper uses the method of STP strategy construction for segmenting、targeting and positioning these clients of China Guangfa Bank Changsha Branch.Next using method of 4P+4R to make key clients marketing strategies regarding Product,Price,Place,Promotion and Relationship,and develops organizational structure,financial support,working system and risk prevention four safeguards according to those marketing strategies.Finally,this paper summarizes conclusions of the study and existing problems,and gives relevant opinions and suggestions for these problems.This paper summarizes relevant experience that suitable for the China Guangfa Bank Changsha Branch through study marketing theories of commercial banks.Firstly,it provides supplements for current domestic commercial banks key client marketing theory system.Secondly it shows necessity of key client marketing.Finally some strategies are put forward to upgrade existing working measures,puts forward a compatible system of key clients marketing strategy,therefore,expand market share,elevate the core competition,also provide experiential and theoretical supports for other congener banks in key client marketing field.