Research On Key Company Customers Marketing Strategy Of Y Bank

For commercial banks,bank-to-corporate business,especially big-account business,is the core business and important source of profits,and the competition for big-account business is becoming increasingly fierce.In recent years,with the promotion of interest rate liberalization,the popularization of financial products informatization,and the impact of COVID-19 on economic growth,the profit margin of the banking industry has been gradually compressed,and the transformation of the banking industry is imminent.In order to stabilize the scale of profits,improve the steady and sustainable operation ability,strengthen the cooperation with the public business key account,formulate and optimize the key account marketing strategy and enhance the key account marketing management,in order to cope with the increasingly fierce competition in the financial market and the rapidly changing economic environment,it is the inevitable choice for commercial banks to increase the speed of growth.As A joint-stock commercial bank with the highest asset scale in China,Bank A has developed into A modern comprehensive financial service group that spans both domestic and overseas,combines online and offline,and covers multiple financial licenses.It ranks among the top 30 global banks and the top 500 global enterprises.Bank Y is the Yunnan Branch of Bank A,which has been in business for A short time in Yunnan province.In order to rapidly increase the scale of deposits and assets,marketing and expansion of corporate business key customers is the top priority.However,there are still many problems in the key account marketing system of Y Bank,which can not meet the needs of the current economic environment and competition situation.Therefore,it is of great practical significance for Y Bank to formulate the marketing strategy for the key account of corporate business in line with the current operating situation and regional environment.Taking Y bank as the object,the first in a series of marketing theory and big customer marketing theory as the foundation,and through the literature research,comparative analysis and other methods to analyze the Y bank approaches to business problems that exist in the big customer marketing and the causes of the problem,through the PEST and SWOT analysis of the Y toward bank business development environment and the challenges faced by the And use the STP marketing strategy and 4 p marketing strategy analysis,finally it is concluded that for Y bank brought to large customers,marketing strategy advice Y Banks in product strategy,pricing strategy,channel strategy,promotion strategy,personnel strategy to make improvements,and on the big customer marketing management mechanism,the big customer list system management,further optimize and improve informatization management level.