Research On Customer Value Management Promotion Strategy Of G Bank Gansu Branch

With the rapid development of social economy and the wide application of the Internet,traditional commercial banks are facing the fierce impact from Internet finance.At the same time,with the increasing demand of consumers for personalized,diversified and customized products and services,the transformation and upgrading of commercial banks have brought new and higher requirements.The extensive marketing means and customer management mode of G Bank Gansu Branch have been unable to bring high price earnings,and its living space has been continuously compressed.Meanwhile,the development and growth of G Bank Gansu Branch cannot be achieved without the company’s customers.Only by taking the company’s customers as the center and carrying out effective marketing promotion and operation maintenance can the company’s customer loyalty and satisfaction be further enhanced.This requires G Bank Gansu Branch to strengthen the management of corporate customer value,carry out the value assessment of corporate customers,do a good job in the segmentation of corporate customer groups,and provide differentiated marketing and service strategies for different types of corporate customer groups.How to improve the future market space and potential of the bank by doing a good job in customer value management in the present fierce market competition is a major topic facing G Bank Gansu Branch.By organizing the business development of G Bank Gansu Branch’s existing company,this paper conducts an in-depth analysis of its current situation in customer relationship management,and explores the problems and reasons in customer value management of the company.Based on the life cycle theory,this paper divides and defines corporate customer value,and selects existing value and potential value as the core indicators of corporate customer value management.Using analytic hierarchy process to construct the corporate customer value evaluation system of G Bank Gansu Branch.Combined with cluster analysis method,the existing customer base of G Bank Gansu Branch is classified,and corresponding management strategies are proposed.Through research and analysis,this paper divides the customers of G Bank Gansu Branch into four sub-groups,including high quality type,high potential type,high present value type and low quality type.According to the characteristics of four subdivisions,differentiated customer management strategies based on customer value are proposed.The guarantee measures are put forward from the aspects of organization system,personalized products and services,customer information management system,marketing management method and human resources.This paper combines the characteristics of traditional state-owned banks,carries out research and analysis on corporate customer groups,provides reference strategies for corporate customer management of state-owned banks,enrichis the research content in this field,and has certain theoretical significance.At the same time,it provides a scientific reference for the value management work of G Bank Gansu Branch company and the industry in the company’s customers,so as to further enhance its market competitiveness.