Research On Hierarchical Management Optimization Of Corporate Customers In Lanzhou Branch Of Industrial And Commercial Bank Of China

Commercial banks in China have been facing problems such as narrowing net interest margin,slowing profit growth and increasing risk pressure in recent years.The competition among banks has gradually changed from traditional business competition to customer competition with the deepening of interbank competition.The major commercial banks have put forward the business philosophy of "customer-centered",implemented differentiated management for customers,and sorted out and established a customer hierarchy management system.As the most important service object of commercial banks,corporate customers are the main source of commercial banks’ profit,but most commercial banks still adopt the traditional and simple customer stratification management model for corporate customers,and the classification of corporate customers is relatively rough,which makes the needs of different corporate customers unsatisfied,thus reducing the satisfaction and loyalty of corporate customers to banks and affecting the potential and value of corporate customers.This has reduced the satisfaction and loyalty of corporate customers to the bank,and affected the maximization of corporate customer potential and value.As one of the state-owned banks,ICBC Lanzhou Branch(hereinafter referred to as "ICBC Lanzhou Branch")has accumulated some practical experience in the process of corporate customer stratification management,but there are still some problems in the management of corporate customer stratification.Based on this,ICBC Lanzhou Branch is taken as the research object,and this thesis conducts an in-depth study and analysis of its corporate customer stratification management,and finds that its corporate customer stratification management still has problems such as low customer service satisfaction,imperfect customer maintenance,unsatisfactory personalized customer servic,insufficient product richness,and ineffective differentiated product pricing.To address these problems,this thesis uses cluster analysis to re-stratify the corporate customers of ICBC Lanzhou Branch around three indicators: the influence factor of the value of corporate customer assets,the influence factor of the value of customer contribution and the influence factor of the value of customer relationship.In addition,the author used discriminant analysis to derive the discriminant functions of various types of corporate customers to provide reference for the identification of new customers.Finally,based on the results of corporate customer stratification,the thesis proposes that the corporate customer stratification management of ICBC Lanzhou Branch should be improved by optimizing a customer stratification management system,optimizing a differentiated service system,improving a differentiated product strategy and building a digital empowerment marketing platform in four aspects.Moreover,this study proposes the guarantee measures for the improvement strategy of corporate customer stratification management of ICBC Lanzhou Branch from four aspects: organizational guarantee,human guarantee,financial guarantee and technical guarantee,so as to provide comprehensive guarantee for the smooth implementation of corporate customer stratification management strategy of ICBC Lanzhou Branch.Through the study of corporate customer stratification management of ICBC Lanzhou Branch,this thesis can not only provide decision reference for the precise management of corporate customers of ICBC Lanzhou Branch,but also have certain reference significance for the corporate customer stratification management of other commercial banks.