| In recent years,with the perfection of our tax raising system,the tax loan of micro,small,and medium enterprises is gradually becoming a competitive place for commercial banks.Under the competitive environment of a new round of enterprise loans,it is the key to the survival and development of commercial banks,especially new private banks,to occupy the dominant position in the tax loan market of micro,small,and medium enterprises.In this case,how to improve the marketing ability?How to improve profitability? How to gain market share? The same is what banks have to think about.XY Bank is also facing such a problem.Against the background of highly homogenous tax and loan products,how to improve marketing efficiency has become an issue that the Marketing Department has to consider when the risk model and product elements remain unchanged.This paper analyzes the marketing status of tax loan products of micro,small,and medium enterprises of XY Bank,and discusses the problems existing in customer segmentation management of micro,small,and medium enterprises credit business of XY Bank,namely,the lack of customer value judgment indicators in the selection of indicators,the lack of differentiated marketing strategy in customer marketing,and the lack of effective system support.As a result,XY Bank’s loan balance occupancy rate of micro,small,and medium enterprises is only 31%,far lower than the excellent level of the industry.In this case,this paper plans to introduce the customer value evaluation model,and subdivide customers into four categories of key customers,potential customers,maintenance customers and abandoned customers according to the current value and potential value.Then,according to the characteristics of different types of customers,targeted marketing programs are implemented with the support of technology,and marketing resources and service resources are inclined to focus on key customers and potential customers.A small amount of resources are used to maintain customers,while giving up customers reduces or does not invest marketing resources,and concentrates marketing resources on customers that can bring more profits,so as to improve marketing efficiency,improve profitability,and thus increase market share. |
