Research On Marketing Strategy Of Large And Medium-sized Customers In Xiongan Branch Of China Construction Bank

Since the founding of the People's Republic of China,China has successively established New Area and Special Economic Zone to promote regional economic development.In the process of New Area and Special Economic Zone from establishment to development and construction,commercial banks play an indispensable role.It's attracting large and medium-sized customers such as central enterprises,state-owned enterprises and listed companies to settle in,carry out marketing for enterprises,support enterprises with their own financial products,and help developping into the first work of commercial banks.With the gradual deepening of financial reform and the continuous development of market economy,commercial banks have changed from the seller's market to the buyer's market.They have launched increasingly fierce marketing strategies for large and medium-sized customers.In the face of the establishment of the special zone and the blank and competitive marketing market for large and medium-sized customers,how to improve and innovate the marketing management of large and medium-sized customers on the basis of traditional customer marketing The importance of the model is obvious.On April 1,2017,Xiongan New Area was established,which is of great practical and far-reaching historical significance for the centralized solution of Beijing's non capital functions,the exploration of new models for the optimized development of densely populated economic areas,the adjustment and optimization of the urban layout and spatial structure of Beijing,Tianjin and Hebei,and the cultivation of new engines for innovation driven development.Since the establishment of Xiongan New Area,all major central enterprises,state-owned enterprises and listed companies have settled down and undertaken the important task of the construction of Xiongan New Area.This paper takes the establishment of Xiongan New Area as the background,the Construction Bank of Xiongan as the research object,and the marketing strategy of large and medium-sized customers as the research direction.Firstly,it combs the marketing concept,marketing strategy and marketing theory,builds the marketing model of large and medium-sized customers based on the theory and practice,andthen sorts out the research status of large and medium-sized customers of China Construction Bank Xiongan branch,combining with the marketing theory of "11Ps" Data analysis,peer comparison and interview survey summarize the existing problems of China Construction Bank Xiongan branch in the marketing of large and medium-sized customers.Then,SWOT analysis is used to analyze the internal and external advantages and disadvantages of China Construction Bank Xiongan branch,as well as the opportunities and threats faced by China Construction Bank Xiongan branch in combination with the background of Xiongan New Area,summarize the marketing strategies,and finally combine the problems faced and the appropriate marketing strategies,from the marketing model transformation and characteristics From the perspective of comprehensive financial services and refined management,this paper puts forward feasible measures to improve marketing strategies.